Twenty Years of Innovation and Progress: EmamiCorp's Growth Story
A 20-Year Journey Our Story
Our journey began at a time many Iranians born in the 1980s fondly remember — an era when homes had spacious courtyards, children played freely, and each child nurtured a small garden bed in hopes of growing their own magic beanstalk, one that might reach a palace in the sky.
Our protagonist, a curious teenager, was equally captivated by books and the tiny plants sprouting in his backyard. Fascinated by the miracle of life and the mysteries of plants, he dreamed of influencing the microscopic world he glimpsed through his school laboratory microscope.
Like all lives, his was shaped by a mix of social context, family values, and partially conscious choices. For this young dreamer, choosing to study agriculture became the beginning of two decades of tireless pursuit in this vital industry.
From planting and harvesting various crops on both small and large research farms — testing theories firsthand — to exploring the cutting-edge agricultural technology of 2000s Iran like hydroponic cultivation, his journey was hands-on and relentless.
He studied salt-tolerant genotypes and contributed to genetically improving wheat seeds at university research centers. He recalls the early days of formulating nutrient solutions through trial and error. Yet, his talents led him to become one of Iran’s first greenhouse hydroponics specialists.
At the age of 22, while experimenting in his first hydroponic tomato greenhouse, he mixed calcium nitrate, magnesium sulfate, potassium sulfate, and urea, not just to grow — but to learn. He later took charge of nutrient solution preparation for tissue culture projects at Isfahan University’s biology department, mastering both nutrient composition and the use of plant growth regulators (PGRs).
He would personally visit up to 20 greenhouses a day, offering customized recommendations and producing tailored solutions. As he says, “Making my first nutrient formulas was the first step toward establishing a fertilizer factory.”
He didn’t just design plant feeding plans — he took full responsibility for the precision and performance of every formulation.
Although he began teaching agriculture at the university level to share his knowledge, he ultimately chose to leave academia behind. Why? Because agriculture must be lived, not just studied. He gave up teaching in university and continued teaching “plant nutrition” in Agricultural and Natural Resources Engineering Organization of IRAN to connect science and practice.
In the 21st century, scientific progress moves rapidly. Ignoring research for even a short time feels like falling behind by years. Thankfully, the global reach of the internet kept the founder of Emami Corp on the cutting edge — testing new production technologies in his small lab until they were perfected.
The Birth of Emami Corp
Producing fertilizers via synthetic methods and chelating nutrients in reactors required larger space and specialized equipment — prompting the construction of a full-scale production facility. Two business partners joined him — a brother and a close friend — and Emami Corp was born, driven by collaboration, friendship, and shared vision.
The impact of combining PGRs and nutrient solutions in tissue culture projects inspired the creation of “Rooty Green”, EmamiCorp’s first proprietary brand, launched in 2004. These liquid fertilizers with powerful flowering properties gained rapid popularity and became the company’s calling card — a true blend of knowledge and innovation that gave Emami Corp its soul.
Shortly after, NPK fertilizers, then commonly made in Iran using blended methods, caught the team’s attention. Still a PhD student, the founder developed synthetic NPK products — a significant upgrade in performance and purity.
But he wasn’t satisfied. The limitations of nutrient levels in typical NPK blends felt like a mental block that had to be broken. In 2008, he developed and registered a potassium-rich fertilizer with 60% potassium — the highest level available in Iran at the time. This breakthrough launched the “Pear Green” brand, synonymous with synthetic NPK technology.
At the time, few users understood why imported fertilizers (like Yara, SQM, Omex) outperformed domestic ones. But Peregrine changed that perception, proving that synthetic production is the global gold standard — and helping raise the bar for fertilizer quality across Iran.
Micronutrients & Nutrivim3
After meeting the demand for macronutrients, Emami Corp focused on essential yet underused micronutrients, launching the “Nutrivim3” brand. Repeated requests from farmers in northern Iran led the team to the Alborz mountains, where extensive soil testing revealed poor micronutrient absorption.
Scientific research pointed to chelation as the solution. Chelates protect nutrients in soil and enhance plant uptake. In 2010, Nutrivim3 launched with lignosulfonate calcium and rhamnose-based sugar chelates. The result? Ultra-pure, high-potency powder fertilizers packaged in distinctive tilted-top boxes.
Signature products like Magnifier (62% potassium), Batis (99.5% amino acids), and PhosK (solubility of 1,200g/L) became iconic.
Organic Innovation & Dr. Rich
The next breakthrough came from the founder’s PhD research. While studying chelation in various industries, he discovered “Rhamnolipids” — an organic chelating agent used in pharmaceuticals. In 2019, he adapted it to agriculture, launching the “Dr. Rich” product line — a patented, organic innovation dedicated to environmental responsibility.
The Dr. Rich brand marked a new phase of maturity for EmamiCorp. The company transitioned from startup mode to a structured organization. R&D and production fell under Sayed Ali Emami, sales and technical support under Sayed Iman Emami, and admin/finance as independent units.
Between 2020–2021, Emami Corp stabilized its organizational structure and prepared for its next chapter — all while the world faced the COVID-19 pandemic. During lockdowns, while fear and isolation dominated, the Emami team saw opportunity.
The Birth of LEINR Technology
Spending more time at home and tending to houseplants, the R&D team envisioned a product tailored for indoor plants. The first prototypes were “chocolate-like fertilizers” in playful shapes, colored beautifully, and made with slow-release technology.
After three years of development, in 2023, Emami Corp unveiled a groundbreaking technology: LEINR — an innovative formulation combining CRF and SRF with a layered smart-release system.
This new tech allowed Emami Corp to launch all sub-brands under one unified name and logo: “EMAMI.” The LINER process was based on deep studies of global controlled-release fertilizer innovations. Even the manufacturing equipment was custom-built in-house through trial and error.
The LEINR arrow-shaped fertilizers represent a new era — enabling nutrient combinations that were once thought chemically incompatible. This innovation opened new doors for orchard and landscape nutrition.
Even more groundbreaking was the fusion of fertilizer and organic pesticide into one product: “Watchman” — a 100% organic and safe pest control solution that also nourishes plants. It effectively eliminates sap-sucking insects and even household pests without harmful residues.
One of LINER’s highlights is “Leo” — a 3-gram product that dissolves in 400 liters of water and covers an entire hectare. It's small but mighty — and a clear example of how big ideas can come in tiny packages.
Rooted in Thought, Grown by Innovation
Today, all of Emami Corp’s once-separate brands shine under a unified identity. With the slogan “Have Roots in Thought”, Emami Corp stands tall — a symbol of passion, persistence, and precision.
You’ve followed the rise of Emami Corp through this story — and we hope to walk beside you for years to come, with integrity, strength, and unwavering commitment.