ALEF is a name crafted through five decades of patience and dedication. Today, with four key industries and a team of 3,250 people, ALEF has earned its place as the first letter a symbol of the first promise we made: comfort for every Iranian family. ALEF was 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. ALEF carries the strength and innovation of renowned home appliance brands such as Pakshoma, Midea, Kenwood, and Candy, along with the vibrant energy of Miwa and the self-reliance of Asteria. ALEF’s commitment to support has evolved into a pioneering role bringing new business partners together under a shared vision. With the legacy of many brands behind it, ALEF now stands as a symbol of modern Iranian life.
The journey began with home appliances for Iranian households, gradually expanding to embrace the Iranian individual and the unique identity found in every home. From washing machines, dishwashers, refrigerators, and vacuum cleaners to air conditioners and drinking water systems, each product line marked a step further into Iranian homes. This ambition later extended into new ventures like copper production through Asteria.
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
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.
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.
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
