Ruparupa

What Ruparupa does

Ruparupa is an Indonesian omnichannel retail platform operating under PT Omni Digitama Internusa, a subsidiary of the Kawan Lama Group diversified conglomerate. The platform aggregates 14+ subsidiary retail brands—including AZKO (home improvement and lighting), INFORMA and INFORMA Electronics (furniture and home electronics), Krisbow (tools and hardware), Toys Kingdom (toys), SELMA (value furniture), Pet Kingdom (pet supplies), Pendopo, ATARU, EYE SOUL, THYS, ROLKA, and Chatime (beverages)—under a unified digital storefront accessible via the ruparupa.com website and dedicated iOS/Android mobile applications.

The underlying architecture links the e-commerce catalog to 600+ physical retail locations across Indonesia, enabling customers to buy online and pick up in-store, request same-day or instant delivery, and return AZKO products at nearby AZKO outlets. The platform is supported by integrations with 10+ Indonesian and regional banks for 0% installment payments (BCA, Mandiri, BNI, BRI, Permata, HSBC, UOB, OCBC NISP, Bank Mega, Digibank), e-wallets (GoPay, OVO), paylater providers (Kredivo, Danakini), and logistics partners (JNE for regular shipping, GO-SEND for same-day/instant delivery). Core technical components include a multi-brand catalog engine, a loyalty program (Ruparupa Rewards), a B2B service module (Ruparupa Bisnis), a Custom Furniture configuration tool, and a commission-based affiliate program.

Revenue is generated primarily through one-time retail product sales of home furnishings, electronics, toys, kitchen equipment, and lifestyle products to two customer segments: individual Indonesian consumers (primary) and enterprise/B2B buyers (secondary) served through Ruparupa Bisnis. Pricing follows unit pricing with a range from approximately Rp9,900 (budget items) to over Rp1 million (premium furniture), augmented by installment options and free shipping above specified thresholds. The company is privately held by Kawan Lama Group with no disclosed institutional investors, funding rounds, or management team details in the available data.

Name

Ruparupa

Legal name

PT Omni Digitama Internusa

Website

https://ruparupa.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Ruparupa is an Indonesian omnichannel retail platform operated by PT Omni Digitama Internusa under Kawan Lama Group, aggregating 14+ sub-brands and 600+ physical stores to sell home furnishings, electronics, toys, and lifestyle products to Indonesian consumers and B2B customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Product Sales: Retail sales of home furnishings, electronics, toys, kitchen equipment, and lifestyle products through online and offline channels

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Ruparupa operates an omnichannel retail platform combining an online e-commerce site with more than 600 physical stores across Indonesia. It aggregates multiple owned retail brands — AZKO, INFORMA, INFORMA Electronics, Krisbow, Toys Kingdom, SELMA, Pet Kingdom, Chatime, Pendopo, ATARU, EYE SOUL, THYS, and ROLKA — under Kawan Lama Group, selling home furnishings, furniture, electronics, kitchen equipment, toys, tools, pet supplies, and lifestyle products. Customers can purchase online for home delivery or in-store pickup, with payment via bank installments, e-wallets, and BNPL services, and dedicated B2B services available through Ruparupa Bisnis.

Product overview

Ruparupa is an omnichannel e-commerce platform operated by PT Omni Digitama Internusa under Kawan Lama Group. The platform functions as a unified marketplace that aggregates multiple retail brands under one digital roof, combining both online shopping capabilities and access to over 600 physical stores across Indonesia. The core platform connects customers with sub-brands including AZKO (home improvement and lighting), INFORMA and INFORMA Electronics (furniture and electronics), Krisbow (tools and hardware), Toys Kingdom (toys and children's products), SELMA (affordable furniture and décor), Pet Kingdom (pet supplies), Pendopo, ATARU, EYE SOUL, THYS, ROLKA, and Chatime (beverages). The platform is enhanced by supplementary services including Ruparupa Rewards (loyalty program), Ruparupa Bisnis (B2B bulk purchasing), Custom Furniture (bespoke furniture design), an Affiliate Program (commission-based marketing), and a dedicated mobile application. Customers can purchase products online with multiple payment options (credit cards, e-wallets, buy-now-pay-later) and collect orders at partner stores or have them delivered.

Differentiator

Problem solved

Functional benefit

Products and services

• Ruparupa E-commerce Platform

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• Kawan Lama GroupcoreOthersParent company of Ruparupa, providing the foundational business structure and subsidiary brands including AZKO, INFORMA, Toys Kingdom, Krisbow, and other home and lifestyle retail chains
• AZKOmajorChannel Partner/ Reseller/ DistributorHome improvement and furniture brand operating within the Ruparupa omnichannel platform
• INFORMAmajorChannel Partner/ Reseller/ DistributorFurniture and home furnishings brand available through Ruparupa's online and physical store channels
• INFORMA ElectronicsmajorChannel Partner/ Reseller/ DistributorElectronics retail brand within the Ruparupa platform offering home appliances and electronic products
• KrisbowmajorChannel Partner/ Reseller/ DistributorTools and home improvement brand available through Ruparupa's distribution network
• Toys KingdommajorChannel Partner/ Reseller/ DistributorToys and children's products brand operating within the Ruparupa platform
• SELMAmajorChannel Partner/ Reseller/ DistributorHome and living products brand available through Ruparupa's retail channels
• ChatimeminorChannel Partner/ Reseller/ DistributorBeverage brand available within the Ruparupa platform offering food and beverage products
• Bank Partners (BCA, Mandiri, BNI, BRI, Permata, HSBC, UOB, OCBC NISP, Bank Mega, Digibank)majorGTM or Marketing PartnerBanking partners providing 0% installment payment options for Ruparupa customers, enabling affordable purchasing of home and lifestyle products

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Blibli: Indonesian omnichannel e-commerce platform combining marketplace operations with physical retail and B2B services. Closely comparable to Ruparupa in omnichannel model, Indonesian focus, and broad-category positioning across home and lifestyle.
• IKEA Indonesia: Furniture and home furnishings retailer operating in Indonesia with showrooms and e-commerce. Directly comparable to INFORMA and SELMA sub-brands of Ruparupa in furniture and home furnishings assortment for Indonesian consumers.
• Mitra10: Indonesian home improvement and building materials retail chain with omnichannel operations. Comparable to AZKO and Krisbow sub-brands in selling tools, hardware, and home improvement products to Indonesian consumers and small businesses.
• Erafone: Indonesia's largest mobile device and electronics retail chain with extensive store network. Comparable to INFORMA Electronics within Ruparupa in retailing consumer electronics and gadgets, though more focused on mobile devices than home appliances.
• Ace Hardware Indonesia: Indonesia's largest home improvement and household retail chain with physical stores and online channel. Directly comparable to AZKO and Krisbow sub-brands within Ruparupa in home improvement, tools, and household products.
• Electronic City: Indonesian specialty electronics retailer with physical stores and online channel. Directly comparable to INFORMA Electronics within Ruparupa in retailing home electronics, appliances, and gadgets to Indonesian consumers.

Broad incumbents

• Tokopedia: Indonesia's largest homegrown e-commerce marketplace, now merged with TikTok Shop. Comparable in selling broad merchandise categories to Indonesian consumers, but much larger scale and pure-play digital model versus Ruparupa's omnichannel focus.
• Shopee Indonesia: Leading Indonesian e-commerce marketplace (part of Sea Group). Comparable in offering wide merchandise assortment to Indonesian consumers with strong logistics; competes for the same home, lifestyle, and electronics shopping occasions as Ruparupa.
• Bukalapak: Major Indonesian e-commerce marketplace with strong presence in home, electronics, and lifestyle categories. Comparable in targeting Indonesian consumers across similar product categories, though Bukalapak is pure-play digital versus Ruparupa's omnichannel model.
• Lazada Indonesia: Alibaba-backed Southeast Asian e-commerce marketplace operating in Indonesia. Comparable in broad general-merchandise marketplace model with official brand stores; competes with Ruparupa for electronics, home, and lifestyle categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ruparupacom
• Facebookfacebook.com/bikecolonyfitcinere
• LinkedInlinkedin.com/company/ruparupacom

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ruparupa