Dealer enquiries
Sell kitchens made in our own factory.
ALEA manufactures modular kitchens and wardrobes at Raipur Rani, Panchkula district — 95,000 sq ft of our own floor, Hettich and Blum hardware as standard, and a 10-year written warranty behind the product you would be putting your name to.
or come and see the factory — free, no obligation
OWN 95,000 SQ FT FACTORY / HETTICH AND BLUM AS STANDARD / 10-YEAR WRITTEN WARRANTY
Why a manufacturer
Buy from the line, not from the middle of the chain.
A dealer’s exposure is whatever sits behind the product when something goes wrong two years later. These four are what sits behind ours, and all four are checkable before you commit to anything.
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Direct from the line — cut, edged, assembled and finished in our own 95,000 sq ft factory at Raipur Rani, Panchkula district. The company you would be buying from is the company that builds it and answers for it afterwards. Never outsourced
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Named hardware — Hettich and Blum, both fitted as standard, specified line by line rather than described as “imported fittings”. Your customer can read the brand on the quotation. Never generic hardware
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A 10-year warranty, in writing — handed over as a document with the kitchen. What it covers is set out in that written document; ask to read one on your visit, before any of this becomes an agreement. Never a verbal promise
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Published pricing — our rates are printed openly on this site, per sq ft of cabinetry, so your customer can check the number before they walk in and you are quoting from a rate the manufacturer already publishes. Never a rate on request
No margins, no territory rules, no investment figure, no count of dealers already appointed. We are not publishing numbers we have not settled. Those are exactly the questions to put to us directly — the enquiry below reaches us, and we would rather answer them on a call than guess at them here.
What we make
Modular kitchens and wardrobes, on one line.
Kitchens are sold in three collections, each with its rate published per sq ft of cabinetry. Wardrobes are made on the same line and quoted after a measurement rather than from a published rate — we are not willing to print a wardrobe rate until we can stand behind it.
The rates we publish to customers — cabinetry only, countertop, chimney, hob, sink and appliances itemised separately. What a dealer pays is not published here.
See also the published price list, the warranty, our work and the company record.
Display
What happens next
Three steps, and none of them is a form to fill in twice.
We are not going to promise you a date on a web page. What we can describe honestly is the shape of it — you write, we call, and the terms get discussed by people rather than by a brochure.
You send the note below
Your business name, the city you trade in, what you sell today, and a time of day that suits you for a call. That is enough to start; there is no application pack to download and no form fee.
We call you back to talk
A conversation, not an assessment. What you sell now, where you sell it, and what you would want a manufacturer to do for you — and you get to ask us the same kind of questions back.
If it fits both sides, we discuss terms directly
We publish no margin schedule, no territory map and no investment figure, because none of that is decided in advance. It is worked out in that conversation, not on a web page.
The quickest version of all three — talk to us, or come to Raipur Rani, Panchkula district before you decide anything.
Questions
Asked about becoming a dealer.
Which territories are available?
We do not publish a territory map, and we are not going to invent one on a web page. Territory is discussed case by case, on the call, once we know where you trade and what you already sell. What we can tell you now is where ALEA installs directly today: Panchkula, Chandigarh, Mohali, Zirakpur. That is a statement about our own installation coverage, not a boundary drawn around you — how your area would work alongside ours is exactly the sort of thing the conversation is for.
What support would I get?
The honest answer is that we publish no support package, so anything specific — display units, training, marketing, credit — is settled on the call rather than promised here. What is already true, and checkable before you ever speak to us, is what sits behind the product. It is made in our own 95,000 sq ft factory at Raipur Rani, Panchkula district, not bought in. Hettich and Blum hardware is fitted as standard. Our per-sq-ft rates are published on this site. Every kitchen carries a 10-year warranty in writing. You would be selling factory-made product with a real document behind it.
How do I start?
Send the enquiry form on this page and put four things in its message box: your business name, your city, your current line of business and a good time to call. The form is the one the whole site uses, so it also asks how soon you are planning. That question is written for homeowners — pick the nearest option and put your real position in the message box. The call and WhatsApp buttons on this page do the same job if that is quicker. You are also welcome to come to Raipur Rani, Panchkula district and see the factory first; that visit is free and carries no obligation, and it is the fastest way to judge whether any of this is worth your time.
Dealer enquiry
What we’d like to know about you.
Four things, and the message box takes all of them. It is a trade enquiry, not an application: nothing you write here commits either of us to anything. The form is the one the whole site uses, so it also asks how soon you are planning — a homeowner’s question. Pick the nearest option and put your real position in the message.
- Your business name — and whether you trade under it already.
- Your city — where you actually sell, so the conversation starts in the right place.
- Your current line of business — interiors, furniture, hardware, construction, or starting fresh. All of those are worth a call.
- A good time to call — so we reach you when you can talk properly rather than between two meetings.
Rather see the product first? The factory at Raipur Rani, Panchkula district is a free visit, and ALEA has been making kitchens since 2009 — out of a furniture business that has been making furniture since 1998.
Send a dealer enquiry
Trade enquiry / no obligation
Please put your business name, city, current line of business and a good time to call in “What you need”. “Planning within” is asked of every visitor and is required — choose whichever timing is closest.
We use your details only to reply to your enquiry.