Capillary Technologies’ Loyalty Programmes for Polycab, Erajaya honoured at Retail Asia Awards 2025

Polycab Experts and MyEraspace revolutionise customer and partner engagement with AI, gamification, and omnichannel strategies. 

Capillary Technologies has been recognised at the prestigious Retail Asia Awards 2025 for its pivotal role in transforming loyalty ecosystems in collaboration with two leading companies in India and Indonesia—Polycab India Limited and PT Erajaya Swasembada Tbk. 

Both partnerships earned major accolades, with Polycab winning Loyalty Programme of the Year - India for Polycab Experts and Erajaya named Electronics & Appliances Retailer of the Year - Indonesia for its innovative loyalty platform MyEraspace. 

Purpose-led loyalty that empowers India’s workforce 

Polycab Experts, developed by Polycab Limited in partnership with Capillary Technologies, is a tiered, digital-first loyalty programme designed to uplift electricians and retailers that goes beyond points and perks, offering real-time rewards, gamified engagement, multilingual support, and training resources. 

Notably, the programme also offers medical insurance for the member and their family. Through Polycab Experts, the companies aim to enhance socio-economic status, skill development, and professional growth whilst fostering long-term relationships with electricians and retailers. At the same time, the platform aims to address engagement enhancement and increase operational efficiencies and potential opportunities for upliftment. 

Since its launch, Polycab Experts has recorded a 57% increase in active users, a 48% rise in scans, and 1.5x growth in enrolments within two quarters. Operational inefficiencies have been reduced by automating 90% of manual processes and enforcing 100% KYC compliance to eliminate unauthorised scans. 

Looking forward, the programme is set to incorporate AI-driven fraud detection, Automated Bill of Quantity generation, and personalised learning modules to deepen user engagement and skill development. 

“We didn’t just want another point-based platform. We wanted to drive real change at the grassroots,” said Ritesh Arora, Chief Digital Officer at Polycab. “Polycab Experts is our way of honouring the unsung heroes who literally power the country—and Capillary’s platform gave us the reach, flexibility, and intelligence to do it at scale.” 

Redefining customer loyalty in Indonesia

Meanwhile, Erajaya’s MyEraspace loyalty programme has set a new benchmark for customer retention and omnichannel engagement in Indonesia. 

MyEraspace is a personalised, omnichannel, and cross-industry loyalty platform that lets Erajaya customers earn and use rewards across multiple verticals. This has eliminated category restrictions, turned occasional buyers into repeat customers, and increased transaction volume. 

Through the loyalty programme, Erajaya has also revolutionised its customer engagement by embedding AI-driven personalisation at its core. It delivers persona-based targeting, segment precision models, and predictive personalisation, all of which contribute to organically increasing conversion rates. 

“No other loyalty programme in the region has integrated AI-driven segmentation, predictive personalisation, and behavioural targeting at this scale,” said Ovi Noviadi, Head of CRM, Data Analytics, and Loyalty at PT Erajaya Swasembada Tbk. 

MyEraspace has also turned loyalty into an “aspirational journey” with gamified tiering and AI-driven lifecycle campaigns. The latter has ensured a 163% increase in customer reactivation, personalised deals based on browsing and purchasing habits, as well as updates on relevant, compelling offers. 

It has also resulted in 2.4x growth, reaching 13.9 million members in over two years and acquiring 7.9 million new members. It has also seen a 68% retention growth and a 12% increase in customer transaction value. At the same time, 85% of the company’s sales have also been driven by the loyalty programme. 

Both loyalty programmes underscore Capillary Technologies' expertise in building scalable, AI-driven platforms that deliver real-world impact across distinct markets. 

The Retail Asia Awards celebrate innovation, excellence, and outstanding achievements in the retail sector across the Asia-Pacific region, and this year’s wins further cement Capillary’s leadership in shaping the future of loyalty.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].