In today’s world, the construction industry is undergoing significant transformations, and companies active in this field play a key role in driving innovation.
Sadra Idea, through offering a wide range of products and unique services, has managed to establish a strong position in the Iranian market. In an interview with Donya-e-Eqtesad newspaper, Mr. Shahandeh, the CEO of the company, speaks about the company’s future outlook, competitive advantages, and successful strategies in the construction industry. You can read the full interview below.
Which segments of the construction industry do Sadra Idea’s products cover?
Sadra Idea operates across various sectors of building materials, including faucets, sanitary ware and kitchen products, and other wooden items like doors and parquet flooring. In fact, the company offers nearly all building materials except for stone and ceramic tiles.
Sadra Idea functions like a construction holding and is the official representative of several internationally renowned brands, such as Jesse faucets from Italy and Geberit flush tanks from Switzerland. Thanks to the hard work of our team over the years, we can proudly say that Sadra Idea is now one of the leading companies in Iran for faucets and sanitary products.
What makes Sadra Idea a pioneer, and how does it differ from competitors?
Sadra Idea’s distinction lies in its unique business model. The company has adopted an innovative approach that goes beyond mere product sales. In addition to supplying goods, Sadra offers after-sales service and installation.
Moreover, the company provides design consultancy services for its products. These services include customized design for items like cabinets and faucets, as well as technical consultations across different product categories—features that set Sadra apart in the market.
How does your company handle the service process from start to finish, and why are these complementary services important?
Sadra Idea offers a full suite of services—from design and product supply to installation and after-sales support. This includes both design services for in-house products and technical consultation for clients with unique or custom designs. By offering end-to-end services, the company delivers a comprehensive and distinct experience for customers when purchasing building materials.
These complementary services are crucial for attracting more customers and standing out in the market. Sadra Idea aims to be seen not just as a supplier, but as a reliable business partner in the building and design process. Services such as design consultation, installation, and after-sales support provide customers with a comprehensive, worry-free solution, ensuring peace of mind throughout the entire process. This holistic and modern approach has been key to Sadra Idea’s success in Iran.
By offering diverse services and consistently responding to customer needs from design through installation and follow-up, the company has secured a leading position in the construction industry. Despite numerous challenges in the Iranian market, Sadra Idea has achieved notable success through its focus on quality and strategic service policies.
This success stems not only from high product quality but also from the strong emphasis on after-sales and installation services, which help foster long-term customer relationships.
How do you evaluate the role of interior design in residential, workplace, and educational environments?
Interior design plays a critical role in improving people’s performance across different environments. Your workspace, for example, should be somewhere that boosts your mood and happiness hormones. Good interior design can enhance emotional well-being and, consequently, increase productivity. Therefore, thoughtful design can have a significant positive impact on how people feel and function.
How have customer preferences evolved in recent years, and how has your company adapted?
In recent years, customer preferences have shifted toward minimalist and modern designs. As international travel and exposure to global styles have increased, more people now favor simple, functional aesthetics. While complex and classical designs were more popular in the past, today’s consumers are more inclined toward clean, practical solutions.
To align with these changes, our company collaborates with innovative, reputable international brands and continuously updates its product lines to meet new customer expectations. We also offer custom design services for clients with unique preferences. Our goal is to maintain simplicity and aesthetic appeal while ensuring functionality and comfort in all designs.
Given the global focus on eco-friendly and low-carbon products, does your company have any plans to develop sustainable offerings?
The reality is, we are not yet at the stage where we can fully produce environmentally friendly products, but we definitely learn from our suppliers’ experiences. For example, Jesse, one of our Italian partners, operates a self-managed factory that’s entirely self-powered and generates no wastewater. Their designs are also heavily inspired by nature.
We are eager to move toward products with less environmental impact, but infrastructure challenges and domestic limitations make full-scale implementation difficult. Even importing high-standard products is time-consuming, and unfortunately, international certifications are not always recognized by local authorities, despite their global validity.
So, raising local standards through the introduction of high-quality imported goods is a necessary step. Currently, domestic manufacturers face many obstacles due to the lack of clear production standards, which in turn limits the development of quality products—both imported and locally made.
What is the customer journey like when someone wants to use your products?
We have showrooms where customers can explore different styles and designs. For those with specific preferences, we offer custom wooden and other product designs tailored to their tastes. If the products are available for import and legally allowed into the country, we manage the import process as well.
After the design phase and final agreement, we sign a contract, start production, proceed with installation, and then provide a warranty agreement. Importantly, our relationship with customers does not end after installation—we maintain communication to ensure ongoing after-sales service and long-term satisfaction.
What advice would you give to customers seeking personalized and sustainable spaces?
We make sure our design team is continuously trained with updated resources from both local and international sources. Our collaboration with foreign suppliers allows us to learn from their experiences and avoid costly trial-and-error mistakes. These successful companies serve as models for us, and we apply their knowledge to our projects.
We are especially focused on custom, lasting designs, and strive to provide customers with spaces that are not only beautiful but also practical and sustainable over time.