Founded by Naiyya Saggi, EDT positions itself as a design-led, technology-first appliance brand that blends aesthetics, safety, and intuitive functionality. The startup’s first product, Luma, is an air fryer designed to be modular, safer, and human-centered, reflecting insights gathered from conversations with over 350 consumers and a broader community of more than 5,000 tech and design enthusiasts.
“Our goal with EDT is to make the everyday extraordinary,” said Naiyya Saggi, Co-Founder & CEO of EDT. “Consumers today are overwhelmed with choice. They don’t want more features—they want products that are seamless, intelligent, and built with their health and lifestyle in mind. Luma is a reflection of that insight.”
EDT’s Luma goes beyond traditional air fryers, allowing users to bake, roast, grill, toast, and reheat, eliminating the need for multiple kitchen appliances. The startup has innovated on materials as well, using glass instead of conventional coatings, which can degrade at high temperatures and release microplastics into food.
The startup is targeting the “accessible premium” segment, offering high-quality design and technology at prices aimed at the mass-premium consumer. According to Saggi, Indian consumers are increasingly value-conscious rather than strictly price-sensitive, creating a fertile market for appliances that combine functionality, safety, and design.
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With its pre-seed funding, EDT plans to invest heavily in research and development, building a design-led innovation process that allows it to expand its portfolio across home, kitchen, and personal care appliances. While its immediate focus remains India, Saggi said the products are built for global markets, with international expansion expected in 12-18 months.
“EDT is not trying to be a commodity brand,” Saggi added. “We are community-led, built for modern households that value safety, design, and reliability. We want to meet the needs of consumers who live extraordinary lives.”
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