Beyond the kitchen: MODENA's shift to purpose-driven innovation, connected living

Once known primarily for premium kitchen appliances, MODENA is now reshaping its brand story—anchoring itself not only in technology, but in purpose. With a bold new vision centred on "human-centric innovation," the company is expanding its scope to create tangible impact beyond the home.

At the heart of this evolution is Pure Hub, a clean water initiative poised to redefine how MODENA connects with Indonesian communities. Launched to improve public access to clean drinking water, Pure Hub is arguably MODENA's clearest step yet into socially conscious territory—placing refill stations in public places.

These stations—funded by the company and free to use—are being strategically placed in high-traffic areas, with a focus on underserved urban locations. The aim is simple: meet people where they are and empower sustainable behaviour with every refill.

Beyond that, the brand is laying the foundation for a fully connected lifestyle, led by innovations in smart home technology. From smart light bulbs to water dispensers, the platform integrates wellness and supports modern, independent living. Waste reduction also plays a growing role in MODENA's mission, with the company drawing on its kitchen heritage to promote awareness around food waste and sustainable consumption habits.

MARKETING-INTERACTIVE sat down with Nicole Jizhar (pictured), executive vice president at MODENA, to unpack the brand's evolving innovation suite—and what it signals for the future.

Don't miss: Dignity, dentures, and data: How Haleon went hyperlocal to restore smiles

20 hubs, five years, one vision

The purified drinking water initiative aligns closely with MODENA's membership in the UN Global Compact, shaping communications that emphasise transparency and collective well-being. The brand is also using the project to advocate for reusable containers, helping combat Indonesia's mounting plastic waste issue.

MODENA plans to open 20 Pure Hubs within the next five years, in partnership with local communities to identify impactful locations. The first of these opened at SPark, a wellness-focused lifestyle hub catering to active families and young eco-conscious consumers—MODENA's ideal demographic.

"When Pure Hub first launched at SPark, we were thrilled with the pilot—it was a strategic location with strong foot traffic from families and commuters, especially during car-free Sundays. It was well received there, and that encouraged us to roll out in more locations," Jizhar said.

One initial challenge was navigating areas where water vendors were already present. "We had to weigh the pros and cons and figure out how to introduce a new habit without disrupting the existing ecosystem," she said. Over time, however, the mindset has shifted. Landlords, malls, and communities are now more receptive as they notice a clear shift in preference: people are carrying their tumblers everywhere.

From a marketing standpoint, MODENA is tapping into the water bottle culture—fuelled by the rise of brands such as Stanley Cups, Hydro Flasks, and Corkcicles in recent years. "Financially, it's not what we're expecting in terms of revenue generation, but it's a seedling," said Jizhar. "It helps build a stronger sense of community, belonging, and trust—that we're a company that genuinely cares."

Reception to the roll-out has been positive, with enthusiastic public response and social media buzz amplifying awareness and strengthening the programme's reach. Jizhar revealed that MODENA have a few big projects lined up with developers and public transportation players who are keen to integrate Pure Hub into larger-scale initiatives.

When asked about MODENA's recent membership in the UN Global Compact, Jizhar called it a proud moment—marking the brand as the first in Southeast Asia's consumer technology space to join. She also shared that a dedicated MODENA sustainability report is underway, signalling the brand's commitment to transparency and long-term impact.

A wider purpose: energy and innovation

Beyond water, MODENA's sustainability roadmap includes initiatives in solar energy and food waste management. These future-forward solutions are a natural extension of the brand's appliance expertise and a sign of its expanding presence in high-potential categories such as energy, waste, and smart home tech.

Through the MODENA Seamless app, users can adjust their smart home settings—including lighting that changes colour and brightness based on their sleep-wake cycle—mimicking natural sunlight to support healthier daily rhythms.

"We want to create a whole home ecosystem where we don't just sell stoves, but also furniture, air conditioners coming in a few months, and solar panels powering products with clean energy from the sun. Everything is complete so we can truly make life easier—where your whole home is connected," said Jizhar.

"Many consumers know MODENA from their parents, so as a heritage brand, staying relevant means balancing longevity with the evolving needs of future buyers," she added.

MODENA's push into smart home and solar innovations only began in the past two years, and while Jizhar acknowledges the competitive landscape, she's confident in MODENA's unique positioning as an all-in-one player in Indonesia—offering everything from major appliances such as refrigerators to smaller IoT-powered products. "We want to be able to accommodate everything," she said. "With the app, we also prioritise wellness and personalisation."

Beyond smart lighting, the MODENA Seamless app connects to devices such as CCTV cameras, smart door locks, water dispensers, and water heaters—all of which can be remotely controlled. Notably, its smart water dispensers — deemed as the first of its kind — enable precise temperature control—not just hot or cold. This is especially important for families with babies, the firm emphasised.

The dispensers also predict how much water is left, an innovation that stemmed from a university collaboration where the winning student team designed a gallon-sensing technology. Now patented and commercialised, MODENA is partnering with water suppliers to enable automatic refills.

This smart home concept is drawing attention from property developers, too—particularly as more young Indonesians adapt to independent living without domestic helpers, Jizhar said.

Grounded in the kitchen space, MODENA has extended its sustainability efforts into food waste education—offering workshops on plant-based diets and responsible cooking. These initiatives also support MSMEs, equipping them with knowledge to build food businesses while fostering a network of culinary professionals and chefs through live demos and collaborations.

From premium to purposeful

A legacy brand, MODENA traces its roots back to the Emilia Romagna region of Italy, where it emerged in the 1960s as one of the foremost producers of freestanding cookers. By the 1980s, recognising Asia's vast potential in manufacturing, supply chain, and consumer demand, MODENA strategically shifted its operations eastward. By the 1990s, the company had firmly established itself as a leading household appliance brand in Asia, with a growing global presence.

Now, in the 2020s, MODENA is pushing new frontiers in IoT, energy, mobility, and beyond. Its vision today is shaped by a commitment to enhancing the human experience—making life not only easier, but better.

MODENA has established its footprint in the heart of Indonesia's major cities, with a presence in over 40 locations and counting. The brand has 32 modern retail channels across Indonesia and reaches consumers through more than 100 direct channels—including eCommerce platforms, sales exhibitions, immersive product experiences, and marketing activations.

While the brand's legacy lies in high-quality appliances, MODENA is keen to reposition itself as both aspirational and accessible. Initiatives such as Pure Hub, it emphasised, are not a luxury—they are a public service. The focus is on quality and trust, not exclusivity.

Such initiatives are also deeply personal for the leadership team. "My grandfather, who founded the company, always had a spirit of giving back," said Jizhar. "That's why we have the Tomas Jizhar Foundation, where we run various donation programmes. As a multigenerational company, it's crucial for MODENA to think of our long-term future—and it's part of my role to be the voice of that."

Related articles:
A cup of change: Kopi Kamu's commitment to inclusion goes beyond branding
Jollibee Group partners with Nutricycle to convert food waste into fertiliser for farmers
IKEA Indonesia turns furniture assembly into family bonding time