Who are we?
Serdika Pharma Ring JSC is a Bulgarian pharmaceutical and manufacturing company focused on creating innovative and high-quality products for animals and humans. We are developing in several directions simultaneously – from research and development to full-scale production, custom formulas and distribution.
At the heart of our work is the idea that animal care deserves the same attention and standards as that for humans. That is why we have created a multi-layered portfolio, aimed at different needs, but united by a common principle: effectiveness, safety and sustainable quality.
our brands
Our cosmetic lines for dogs (and some specialized products for cats) are created with a focus on the health, cleanliness and natural balance of the skin and fur. We use pharmaceutical (pharmacopoeial) raw materials, delicate washing agents, moisturizing components and plant oils, extracts and extracts as much as possible to guarantee:
- excellent tolerance even for sensitive skin;
- easy combing and silky fur after washing;
- minimal drying, free of parabens and irritants;
- pleasant but gentle fragrances without allergens.
Each line is tailored to the specifics of the respective user – daily use, specialized pampering, natural cosmetics with the effects of essential oils, professional concentrates and products for specific dermatological needs.
The product line for daily care for dogs and cats. Under the brand Murlio we offer affordable, gentle and convenient cosmetics, suitable for mass use at home – shampoos, sprays, conditioners, as well as products for paws, ears and fur.
Translated into English, the name means “grubby puppy” – that is, Scruffy, Grubby, Grimmy
Natural cosmetics for pets with a minimalist composition and selected active ingredients – suitable for sensitive skin, allergic animals and a naturopathic approach to care. Developed with the help of veterinary dermatologists.
Medical-cosmetic line intended for veterinary use – concomitant therapy with antiseptic, healing and preventive formulas. Used in clinical practice by veterinarians and clinics. The formulations are optimized for professional application and results.
Professional grooming series, designed for salons and show dogs. Offers highly concentrated products, deep action and the possibility of personalized treatments according to coat type. Extremely appreciated by grooming professionals.
Colorful and cheerful cosmetics created for end customers – with a focus on different fur types. Suitable for every pet – from long-haired to the most shaggy. Cheerful branding adds to the appeal of the product.
From the hive to the farmyard: science-based care
The animals we raise – not only provide us with food, but are also the basis of sustainable agriculture and ecosystem balance. That is why we develop comprehensive solutions for beekeepers and livestock breeders who are looking for reliable, effective and safe products.
With a selected team of pharmacists, technologists and practicing beekeepers, we created the HI,BEES brand – a science-based line for feeding, maintaining and protecting bee colonies. Our products include:
- Highly digestible protein and energy cakes
- Proprietary formulas of concentrates, additives and technical solutions
- Solutions for hygiene and cleaning of hives
- Products in the process of veterinary registration
We apply the same precision in the development of solutions and feed additives for farm animals – with a focus on quality, biosecurity and easy application in real business conditions.
How it all began: the legend of Serdika Pharma
It all started not as a business, but as a need.
In the beginning, we were a small team of veterinarians and engineers, united by a simple but profound idea: animals deserve the same scientific precision and care that we put into people. Among us were beekeepers, groomers, veterinarians, and technologists with experience in pharmacy – which made the foundation of the company both professional and personally motivated.
Our first real product was… Hachiko. With its maximum concentration of essential oils, but not quite suitable for everyday use. That’s why we made Marlyo. The series up to that point had solved certain problems. After two years of testing formulas and different degrees of concentrates, we created Royal Fashion Dog – our specialized series for groomers. From there, HooliGancho and Glezana appeared – cosmetics tailored to the respective type of fur. As a natural end to the series, inspired by the past with an eye to the future – we created Dr. Panchev – a product line completely tailored and developed for the needs of veterinarians. In addition to everything listed so far – we “disassembled” the composition of popular products, removed everything unnecessary, added pharmaceutical grade ingredients and created dozens of new formulas – for cats, dogs and their owners. It took us years. But it was worth it.
Amid the need for specialized solutions for exhibition breeds, home variants with cheerful labels, HI,BEES appeared in the world – the brand that launched us among the most active innovators in the beekeeping sector. Two years in a row (2024 and 2025) products from the series have won an award for a new innovative product.
Our story is not romantic. But it is honest. We are scientists, producers, farmers – and we know that only experience, trust, and perseverance build something real.
1854 – The beginning of a great saga
In the distant year 1854, in the heart of the Rose Valley, under the shadows of the Balkans, a legend was born. Pancho Ivanov, great-grandfather of Dr. Ivan Panchev, began his epic in the town of Klisura — a small but proud Bulgarian town, which was then part of the Ottoman Empire. In the yard of his native house, among the fragrant fields of Rosa Damascena, he began the production of the most precious treasure of Bulgaria — rose oil, the “liquid gold” of our land.
But Pancho was not only a producer. With a commercial flair that seemed to be gifted by fate itself, he expanded his business to Turkey, where in the town of Gönen he sold not only braids for the Turkish army, but also rose oil elixirs, touching the courtyards of the kaduns with incense inspired by the beauty of Bulgarian nature.
Women - the guardians of the traditions and magic of the Bulgarian land
But the real magic of the family comes from Elisaveta – the wife of Grandpa Pancho. The woman who always stands and watches over every great deed. An orphan from Karlovo, raised by the Revivalist Hristo G. Danov to be a teacher, she carries within herself not only knowledge, but also a fire that burns for the Bulgarian cause and for the future of her people. In her small workshop by the hearth, Elisaveta creates the first family creams and pomades that become a legend among the women of Gönen in the heart of the Ottoman Empire. With the dexterity and wisdom of Bulgarian women, she sculpts products that seem to possess magical powers – a blessing for the skin and soul.
Liberation, Unification and the rediscovery of the Bulgarian soul
The family of Pancho and Elisaveta withstood the storms of time. Although after the Liberation in 1878 and the political upheavals of Eastern Rumelia made trade with the Ottoman Empire difficult, they did not give up. True to their blood and to the Bulgarian land, the family continued to grow roses and create elixirs, heading this time to the heart of Europe.
But every epic has its obstacles. The two world wars shook Europe, but they did not manage to break the Bulgarian spirit of the Ivanovi family. The love for the land and roses remains alive, as does the devotion to animals – another thread that connects the generations of this great family.
The Spirit of Resistance - Communism and the Struggle for Survival
In 1944, when the communist government took control of Bulgaria, the family’s rose gardens were uprooted – a symbol of the suppression of Bulgarian tradition. In their place, the regime planted potatoes – gray and soulless, but the symbol of the rose and love for animals could not be erased. Although the family’s animals were confiscated, the spirit of Pancho and Elisaveta lives on in the hearts of their heirs.
Dr. Ivan Panchev’s mother’s brother (or rather – his uncle), Prof. Ivan Prandzhev, graduated in veterinary medicine abroad and returned as a lecturer at the newly established Veterinary University in Sofia, following the Bulgarian ideal of preserving knowledge and traditions.
Hard work and struggle - mature socialism
While mature socialism holds Bulgaria firmly in its iron grip, Dr. Ivan Panchev, with his unyielding hard work, is paving the way for a new era of veterinary medicine. Starting his professional career as a district doctor, he quickly established his name and became the National Toxicologist and Pharmacologist – a title he carries with enormous responsibility and dedication. His years of experience in the divisions of Pharmahim have established him as one of the most important specialists in the country, and his role in the development and implementation of a number of veterinary medical products makes him indispensable.
Every day he travels 70 kilometers – from Sofia to the Pharmahim plant in Stanke Dimitrov (today’s Dupnitsa) and back. The journey is long and tiring, but Dr. Panchev never complains. He works 18 hours a day, dedicated to his mission and driven by an unquenchable passion to help animals.
Even in these difficult times of socialism, when the state stifled initiative, Dr. Panchev found a way to continue his work. In the basement of an apartment building, he created a “private” veterinary clinic – illegally, but with a noble purpose. In this modest space, he performed complex operations, saving dozens of dogs and cats. For Dr. Panchev, every animal is valuable, and his clinic became the last hope for many of them.
The beginning of the transition — wild democracy and the new beginning
With the advent of transition and wild democracy in the 1990s, Dr. Panchev once again proved his steadfastness. These times of uncertainty, when old systems were collapsing and new ones were not yet built, tested even the strongest. But for Dr. Panchev, this was a time of opportunity, a time in which his spirit of innovator and healer found new expression.
In 1992, when the social and political structure of the country was crumbling, he made a fateful decision – he transformed the kitchen of his first-floor apartment in Sofia into a real veterinary clinic. In this small space, he created a center for the treatment of pets, fighting daily for their life and health. His perseverance and tireless work were supported by his wife Violeta, whose roots in the Tran region – a land of farmers and livestock breeders – complemented this unyielding spirit. Violeta is not only his wife, but also his strongest support, supporting every step of his path.
This family stops at nothing — they continue to work with tireless energy, combining the traditions inherited from their ancestors with modern technologies and innovations. And so, in the turbulent years of transition, Ivan and Violeta build the outpatient clinic as a symbol of hope and a new beginning.
The new business start - love for animals turns into success
In 1993, together with a colleague, Dr. Ivan Panchev became the founder and co-owner of his own private enterprise. This was not just another step in his career, but the culmination of a long-standing devotion to animals and the cause of their health. Over the years, his love for animals gradually grew into a business exporting its products to over 15 countries on three continents.
After the loss of Dr. Panchev in 2021, his heirs took over with the intention of preserving and continuing the family dream. His assets were transferred to a new enterprise — Serdika Pharma Ring AD, with the mission to revive inherited traditions and create products based on old, forgotten family recipes.
In one of the emblematic discoveries in the history of the family, his daughter Nadezhda Pancheva and his grandson Simeon Hristov found the manuscripts of their great-grandmother Elisaveta in the attic of the old house in Klisura. These ancient recipes, preserved over the years, ignite the imagination of the young chemical engineer Simeon. Impressed by their simplicity and efficiency, he decides to transform them, using modern technologies to create new products that prove their value and quality over time. Thus, the family tradition and love for animals come to life again in a new and modernized form.