Jakarta, 29 January 2026 – With over 30 years of experience in the retail industry, PT Aspirasi Hidup Indonesia Tbk (AHI) (ACES) has introduced NEKA, a brand offering a wide range of affordable, practical, and everyday-relevant household and lifestyle products for Indonesian families. The launch of NEKA is part of AHI’s strategic initiative to reach new market segments and geographic areas, particularly regions outside major city centers that have not been optimally served by modern retail.

As a tangible implementation of this strategy, by the end of 2025, AHI had opened 10 NEKA stores across several locations, namely Ahmad Yani Serang, Dramaga Bogor, Aria Putra South Tangerang, Ciledug, Pinang Tangerang, Jalan Tengah Condet, Hankam Bekasi, Jatimakmur, Pandeglang, and Meruyung Depok. This expansion has been carried out considering market potential, consumer characteristics, and local needs in each area.

“NEKA is designed as part of strengthening and expanding AHI’s business portfolio, with each brand complementing the others within the company’s ecosystem. Through a focused location selection strategy and product curation that aligns with everyday needs, NEKA represents a more inclusive and accessible retail concept for a broader range of Indonesian families, particularly in suburban areas, while also contributing to AHI’s sustainable business growth,” said Gregory S. Widjaja, Director of PT Aspirasi Hidup Indonesia Tbk.

In managing its business operations, AHI is supported by the Kawan Lama Group ecosystem, which has served Indonesian communities for more than 70 years and oversees a portfolio of brands that complement one another to address diverse consumer needs and preferences. NEKA is positioned as an affordable, practical, and relevant retail format for family needs in areas outside city centers, complementing AZKO, which offers more comprehensive household and lifestyle solutions, a broader product range, advanced features, and a richer shopping experience. Meanwhile, ATARU targets younger generations with unique, expressive products; Pendopo highlights local products through collaborations with MSMEs across various regions; and Toys Kingdom, an AHI subsidiary brand, focuses on toys and family-hobby categories. This portfolio synergy serves as AHI’s foundation for managing its retail business in an adaptive, innovative, and customer-oriented manner.

Gregory further explained that the launch of NEKA is driven by AHI’s understanding of community needs, particularly in suburban areas where practicality, ease of access, and value-for-money shopping are top priorities. Through this approach, NEKA is positioned as a modern retail destination that meets the everyday needs of local communities while remaining cost-effective.

In line with this, Amir Situmorang, General Manager of Sales Operations at NEKA, emphasized that NEKA’s development focuses on the productivity and relevance of each store to its surrounding environment. “From site selection and product curation to offering budget-friendly prices, everything is designed to enable customers to fulfill their household and lifestyle needs more comfortably and in line with essential requirements. NEKA is ready to become a warm and approachable shopping destination, close to customers, in line with its slogan ‘Belanja Hepi, Gak Mikir Lagi!’ (Happy Shopping, No More Overthinking!), which is also reflected in its cheerful and friendly the oyen cat mascot, Niko,” he said.

NEKA offers a wide variety of household and lifestyle necessities across multiple product categories, including kitchenware and cleaning supplies, storage solutions, sports products, gadgets and electronic accessories, small automotive essentials, travel supplies, electrical and lighting products, home décor and textiles, garden and pet supplies, as well as a selection of snacks and favorite beauty care products. NEKA’s strengths lie in its affordable pricing, relevant product curation, and convenient suburban store accessibility, supported by operational standards and service quality grounded in AHI’s long-standing experience in the retail industry.

Going forward, AHI will continue to expand NEKA by gradually and selectively opening new stores across regions, as part of the company’s commitment to realizing life aspirations by delivering shopping solutions that are closer, more practical, more relevant, and more affordable for Indonesian families.