The Story of ALEF
ALEF is the result of five decades of dedication, built to bring comfort to every Iranian family. Evolving from a movement into a unified identity, ALEF now represents a simple, accessible lifestyle. Backed by brands like Pakshoma, Midea, Kenwood, Candy, Miwa, and Asteria, ALEF has become a symbol of modern Iranian living.
Assembly of Lady Wash washing machines (Belgium)
Pakshoma brand recognized as the producer of top-load washing machines
Successful collaboration with Philips and start of partnership with Ocean brand
Establishment of Alborz Polar Company
Beginning of cooperation with LG
LG became Pakshoma's commercial partner
Remarkable growth of the Pakshoma brand and expansion of infrastructure and factory area
Registration of the Miva trademark
Start of production line for 1.5L, 500ml, and 200ml mineral water and launch of the first product to the market
establishing the Shanghai office, Pakshoma launched a full (non-assembly) dishwasher production line in Iran, becoming the only dishwasher manufacturer in Iran
Pakshoma launched Iran’s first fully robotic fridge-freezer line and partnered with Midea, and with a new 30,000 m² factory, became the country’s largest AC producer
Establishment of Alborz Polar Company
Idea formation for establishing a copper tube manufacturing factory
Launch of the second production line, increasing capacity and adding carbonated and flavored beverages
Beginning of installation of production machines and equipment:
ALEF was formed as an investment holding with a clear focus on long-term value creation.
Pakshoma produced its first copper tube in February 2025 and successfully exported it to the international market by July 2025.
Purpose
The need for ALEF is tied to today’s realities. Once, home appliances were simply tools of comfort tucked into the corners of a house. Today, they represent a new experience one of peace, ease, and harmony at home. Creating that experience requires more than just exceptional appliance brands; it requires a strong foundation to unite them. ALEF is the redefinition of the first letter and the redefinition of the first place we all return to: home
Strategic Pillars
ALEF has always existed, even before it had a name. Many words begin with ALEF, but this ALEF is defined by the values it chooses to live by: Assurance, Amenity, Accountability, Authenticity, Alliance, and Attentiveness
Purpose
ALEF is a part of Iranian lives even before its official founding. It began as a movement in search of ease and comfort for Iranian families. Over time, this movement found cohesion, formed an identity, and adopted the name “ALEF.” Today, ALEF is a family in its own right an embodiment of a lifestyle that seeks simplicity and accessibility, shifting the focus from hardship to opportunity.
Brand Persona
The world of Iranian life whether at home, in nature, or in industry is filled with moments of companionship. From the quiet comfort of reading a book to the bold steps of building a business, ALEF is there: from the simplest aspects of life to the most complex endeavors. From a sip of water to the copper that powers industrial infrastructure, from being present in everyday moments to preparing for an unpredictable future ALEF turns a single letter into a meaningful story.