— The Atelier · Est. 1990

Thirty-four
years of
quiet craft.

Apex began in 1990 as a small foundry in Faridabad with one belief — that the small objects of the bathroom deserve to be treated as objects.

House Note No. 02 / Founder's Letter
[ Foundry · Faridabad · Brass at the polishing wheel ]

Our chapters.

From a single lathe in Faridabad to a 450-dealer network across India — the moments that shaped the house.

1990

The Foundry.

Alok Gupta opens the first Apex workshop in Faridabad with two lathes and a polishing wheel — making bib cocks for the local market.

2002

The Series.

Apex launches the Crown and Curve series — the house's first true design families. Distribution expands to North India.

2014

The Plant.

A new manufacturing plant in Panipat. Investments in R&D bring the first ceramic-disc cartridges and water-saving aerators.

2026

The Atelier.

The house is reframed as a design-led atelier. 12 series, 450 dealers, one foundry — and the same lathe still on the floor.

House Note No. 03

How a fitting is made.

— Step · 01

Forged in brass.

Every body begins as solid brass billet, forged under 600 tonnes of pressure into the rough shape. Forging — not casting — gives the body its density and the lever its acoustic feel.

— Step · 02

Turned by hand.

Each piece is hand-turned on lathes by craftspeople — many of whom have worked on our floor for two decades. Tolerances are measured to a tenth of a millimetre.

— Step · 03

Polished to mirror.

Eight stages of buffing bring the body to mirror polish, then a nickel-chrome plating bath, then a final hand wipe. The piece leaves the foundry only after a six-point inspection.

The four principles.

— 01

Restraint.

The smallest amount of metal required to do the work. We remove every detail that does not earn its place. The result is a fitting that reads as one continuous line.

— 02

Engineering.

Ceramic disc cartridges rated for one million cycles. BIS-compliant alloys. Water-saving aerators for India's variable pressure. We test every fitting against the third decade of use, not the first.

— 03

Quiet.

The lever should return to zero with the softness of a well-made door. The water should not announce itself. The piece should disappear into the ritual of bathing.

— 04

Of India.

Made entirely in Faridabad. Sold through 450 Indian dealers. Designed for Indian water, Indian homes, Indian rituals — and built to last the generation that lives them.

The founder.

Visit the foundry →
Alok Gupta, founder of Apex
Faridabad · 2026
— Founder's Letter

Alok Gupta.

Founder & Principal · Est. 1990
"I opened the foundry with two lathes and a polishing wheel. What I wanted was simple — a bath fitting an Indian home could trust, made by hands I knew, that would still close the same way in twenty years."

Alok founded Apex in 1990 with the conviction that India deserved its own atelier of bath fittings — one that treated faucets, showers and accessories as objects in their own right. Thirty-four years on, he still walks the foundry floor every morning before the first lathe turns.

34
Years at the Helm
12
Series Launched
1
Original Lathe, Still Running