practical, fast, and stylish for various activities
In Jakarta, a new portable charger entered the market not merely as a technical object but as a small answer to the modern condition of perpetual connectivity. LOOPS, the private label arm of Erajaya Digital, released the Powerbank Lumi — a 10,000 mAh device with 22.5W fast charging — designed for a generation that moves constantly between spaces and refuses to choose between practicality and self-expression. Priced at IDR 199,000, it arrives as a quiet acknowledgment that the tools we carry have become extensions of how we present ourselves to the world.
- Younger consumers increasingly carry multiple devices across shifting daily environments, creating a real and growing demand for portable power that keeps pace with their lives.
- The tension between function and aesthetics in tech accessories has long pushed users toward products that feel like compromises — the Lumi is a direct attempt to dissolve that tension.
- With 22.5W output, multi-port simultaneous charging, and fingerprint-resistant materials in four colors, the product is engineered to feel intentional rather than merely adequate.
- Three-layer battery protection and LED charge indicators signal that reliability and transparency are built into the experience, not left as afterthoughts.
- At IDR 199,000 with a one-year warranty, the Lumi is positioned to compete in the mid-range market where design-conscious, budget-aware consumers are actively looking for reasons to choose one brand over another.
On May 25th in Jakarta, LOOPS — the private label brand under Erajaya Digital — introduced the Powerbank Lumi, a portable charger built around the realities of how younger people actually move through their days. Holding 10,000 mAh and capable of delivering 22.5W of fast charging, it can meaningfully cut the time a smartphone spends tied to a wall. Multiple ports allow a phone, tablet, and smartwatch to charge simultaneously.
Erajaya Digital's Joy Wahjudi framed the launch as a direct response to a generation that carries multiple devices, shifts between work and social spaces, and wants their gear to look considered rather than purely functional. In his view, the Lumi isn't just a battery — it's something you'd leave visible on a desk without hesitation.
The design reflects that philosophy. A fingerprint-resistant exterior keeps the device looking clean through weeks of daily handling, and four color options — Orange, Blue, Purple, and Black — invite personal choice. Three-layer battery protection ensures durability over repeated charging cycles, while LED indicators and real-time monitoring keep users informed of remaining capacity.
Priced at IDR 199,000 and backed by a one-year warranty through distributor TAM, the Lumi sits in competitive mid-range territory. Whether it finds its audience will depend on distribution reach and whether its design genuinely resonates with the consumers Wahjudi is speaking to.
On May 25th in Jakarta, LOOPS—the private label brand operating under Erajaya Digital—unveiled a new portable charger designed to slot into the daily routines of people who live on their devices. The LOOPS Powerbank Lumi holds 10,000 milliamp-hours of charge and can push power out at 22.5 watts, fast enough to meaningfully reduce the time a smartphone spends tethered to a wall outlet. It has multiple ports, so you can charge a phone, a tablet, and a smartwatch all at once if you need to.
Joy Wahjudi, who leads Erajaya Digital, framed the product as a response to how younger consumers actually live. They move between work and social spaces, they carry multiple devices, and they want their gear to look intentional rather than purely functional. "We see that younger generations increasingly need supporting devices that are practical, fast, and stylish for various activities," Wahjudi said. The powerbank, in his view, answers that need—it's not just a battery, it's something you'd want to have visible in your bag or on a desk.
The design philosophy leans minimalist. The exterior uses a material that feels good in your hand and resists fingerprints, so it stays looking clean even after weeks of daily use. LOOPS is releasing it in four colors: Orange, Blue, Purple, and Black. That color range suggests the company expects people to choose based on preference or to match other devices they own. The battery itself sits behind three layers of protection, a standard safety feature in the category but worth noting because it means the device should hold up to regular charging cycles without degrading quickly.
The specifications are straightforward. Ten thousand milliamp-hours is a middle-ground capacity—enough to fully charge most modern smartphones once, or to top up a tablet and a phone together. The 22.5-watt output is competitive in the mid-range powerbank market, faster than basic chargers but not the absolute fastest available. The multiple ports mean you're not choosing between devices; you can charge what you need to charge.
Wahjudi emphasized the user experience details: LED indicators that show you how much charge remains, real-time battery monitoring so you know what you're working with, and a design that doesn't feel like a compromise between function and aesthetics. For people who spend their days moving between meetings, classes, or social commitments, a powerbank that looks like it belongs in that life—rather than something you hide away—matters more than manufacturers sometimes acknowledge.
The price is set at 199,000 Indonesian rupiah, roughly in line with other quality powerbanks in that capacity range. It comes with a one-year warranty from TAM, the distributor. LOOPS is positioning this as the practical answer for people who need to stay connected throughout the day but don't want to carry something that looks purely utilitarian. Whether it gains traction will depend partly on distribution and partly on whether the design actually resonates with the younger consumers Wahjudi is targeting.
Notable Quotes
We see that younger generations increasingly need supporting devices that are practical, fast, and stylish for various activities.— Joy Wahjudi, CEO of Erajaya Digital
The LOOPS Powerbank Lumi 10,000 mAh is expected to become the ideal choice for active and dynamic users.— Joy Wahjudi, CEO of Erajaya Digital
The Hearth Conversation Another angle on the story
Why does a powerbank need to be stylish? Isn't the whole point just that it works?
It does need to work, absolutely. But if you're carrying something every day, you're going to look at it constantly. If it looks cheap or feels cheap, that affects how you feel about the whole experience. LOOPS is betting that people want their practical tools to also feel intentional.
So this is really about lifestyle branding, not technology?
It's both. The 22.5W charging and the multiple ports are real technical choices. But yes, the colors and the fingerprint-resistant material—those are lifestyle choices. They're saying: this is a device for people who move through the world, not people who hide their gear away.
Four colors seems like a lot. Are they expecting people to buy multiple ones?
Maybe some will. But more likely they're just acknowledging that people have different tastes. If you like purple, you want purple. If you like black, you want black. It's a small thing, but it signals that the company is thinking about you as a person, not just as a consumer.
What about the price? Is 199,000 rupiah expensive for a powerbank?
It's middle-of-the-road. Not the cheapest, not premium. It's positioned for people who want something reliable and nice-looking without spending a fortune. The one-year warranty helps justify it—you're not just buying a battery, you're buying some peace of mind.
Who's actually going to buy this?
Wahjudi said younger generations, and that makes sense. People in their twenties and thirties who work in offices or study, who move around a lot, who care about how their gear looks. People who already think about their phone case and their laptop bag as part of their aesthetic.