Modena has launched a household appliance subscription service in Indonesia, shifting from traditional product ownership models to access-based consumer electronics. Head of Modena Subscription Lusty Aprian Balenguru announced the rollout, inet.detik.com reported, noting that the program gives customers access to major appliances without requiring large upfront purchases. The subscription trend, which has long been identified with digital entertainment, applications, and technology-based services, is beginning to reach household needs in Jakarta, where Lusty spoke on Sunday, October 4, 2026. Modena viewed shifts in consumer behavior as an opportunity to offer access to household electronic products through a subscription scheme, noting that similar concepts have already developed in several countries including Thailand, Malaysia, and Vietnam.
Subscription plans cover six product categories
The program covers six product categories, including reverse osmosis water purifiers, air conditioners, water heaters, cooking appliances, cooling units, and newly introduced washing machines. Contract terms range from two to seven years. Pricing begins at Rp175,000 per month for specific categories, while other selections start around Rp270,000 per month. The subscription fee includes professional installation by Modena technicians, ongoing maintenance, and parts replacement. For water purifier systems, the package covers regular cleaning and scheduled filter replacements.
Target Audience and Market Demand
Modena designed the subscription model for households, young families purchasing multiple devices at once, apartment residents, and specific business-to-business clients. The company excluded heavy commercial applications, such as hospital or hotel laundry operations, from the offering. According to customer response data, water purifiers represent the most popular category due to daily consumption habits, closely followed by air conditioners because of recurring maintenance needs.
What are the Modena subscription service details?
What was the previous name of the Modena subscription service?
The program originally operated under the name Seamless Go Subscription Service following its introduction in August 2025 before rebranding to Modena Subscription Service in September 2026.
Which appliance categories are included in the subscription plans?
The six covered categories are reverse osmosis water purifiers, air conditioners, water heaters, cooking appliances, cooling products, and washing machines.
What is the starting monthly cost for the subscription plans?
Monthly subscription prices begin at Rp175,000 for select categories, with other product lines starting around Rp270,000 per month.
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