EDT
EDT is a Mumbai-based D2C consumer appliances startup that designs and sells premium, toxin-free air fryers and lifestyle products to Indian consumers upgrading from mass brands, with hardware integrated with an AI Kitchen OS (Recipe Ramsay) on WhatsApp.
- Company typePrivate
- Founded2025
- HeadquartersMumbai, India
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What EDT does
EDT (Everyday Design & Technology) is a Mumbai-based, pre-seed-stage direct-to-consumer consumer appliances startup founded in 2025 by Naiyya Saggi (ex-Good Glamm Group co-founder) and Vyasateja Rao, operating as EDTLIFE TECHNOLOGY PRIVATE LIMITED. The company designs, markets, and sells premium but affordable home and kitchen appliances in India through its own Shopify storefront (edtworld.com) and Amazon India, targeting urban Indian consumers upgrading from mass brands such as Philips and LG. Its flagship product, the LUMA air fryer, is positioned as India's first 360° PureGlass Air Fryer, featuring a 6mm double-tempered borosilicate glass cooking bowl that eliminates PFAS/PTFE/non-stick coatings, with dual modular bowls (4.5L + 2.5L), NutriRetain™ dual temperature sensors, NeuroKeep™ auto-pause memory, 56dB silent operation, and 7-in-1 cooking functions priced at ₹11,999-14,999.
The technology stack combines hardware with embedded AI: Recipe Ramsay™, an AI Kitchen OS built natively on WhatsApp in partnership with SagePilot AI, provides conversational recipe recommendations based on available ingredients, time constraints, and dietary preferences, and integrates with quick-commerce platforms for ingredient price comparison. EDT supplements hardware sales with branded accessories (PureGlass replacement bowls, Everyday Tote) and operates a Concierge+ white-glove doorstep warranty service across 19,000+ Indian pincodes. The company is venture-backed, having raised $1.4M in pre-seed funding led by Sauce VC in December 2025, and has assembled an advisory board that includes Caitlin Kalinowski (OpenAI), Arun Seth (Dixon, Jubilant), and other consumer hardware veterans, supporting an expansion pipeline into additional home, kitchen, and personal care product categories.
EDT firmographics
Firmographics- Name
- EDT
- Legal name
- EDTLIFE TECHNOLOGY PRIVATE LIMITED
- Website
- https://edtworld.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- EDT is a Mumbai-based D2C consumer appliances startup that designs and sells premium, toxin-free air fryers and lifestyle products to Indian consumers upgrading from mass brands, with hardware integrated with an AI Kitchen OS (Recipe Ramsay) on WhatsApp.
- Ownership category
- akta.pro rank
EDT industry classification
Industry- Product category
- Smart Kitchen Appliances
- NAICS
- Small Electrical Appliance Manufacturing (335210), Small Electrical Appliance Manufacturing (33521)
- SIC
- Household Appliances (3630), Electric Housewares & Fans (3634)
- akta.pro primary industry
- Food Prep Appliances Retail (Blenders, Mixers, Processors) (CRACADAD)
- akta.pro secondary industries
- Smart Appliances & Connected Kitchen/Laundry Retail (CRACAGAG), Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF)
Keywords
Where EDT is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
EDT business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Hardware Sales - Air Fryers: Primary revenue stream from selling LUMA air fryer ovens and accessories. One-time purchase model with premium pricing (₹11,999-14,999). Dual bowl system allows modular purchases.
- Accessories & Add-ons: Additional revenue from PureGlass bowls (2.5L at ₹3,999, 4.5L at ₹5,999), crisper trays, and Everyday Tote bags (₹649). Combo bundles offer 15-30% discounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | LUMA Grey Matter Air Fryer - ₹14,999 (₹11,999 sale) |
| One time/ perpetual license | Pay-as-you-go | LUMA Origin Orange Air Fryer - ₹14,999 (₹11,999 sale) |
| Unit Pricing | Pay-as-you-go | 2.5L PureGlass Bowl - ₹3,999 |
| Unit Pricing | Pay-as-you-go | 4.5L PureGlass Bowl - ₹5,999 |
| Unit Pricing | Pay-as-you-go | Everyday Tote Bag - ₹649 |
| Other | Monthly | EMI starting at ₹422/month |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
EDT product offering
Product offeringCore offering
EDT designs, sells, and distributes premium design-forward consumer kitchen appliances in India through a direct-to-consumer model, with the LUMA Air Fryer (featuring proprietary PureGlass™ borosilicate glass cooking technology, NutriRetain™ dual temperature sensors, and NeuroKeep™ auto pause/resume) as its flagship product, offered in Grey Matter and Origin Orange variants. The product ecosystem is enhanced by Recipe Ramsay, an AI-powered Kitchen OS built natively on WhatsApp in partnership with SagePilot AI that delivers personalized recipe suggestions and integrates with quick-commerce platforms for ingredient ordering.
Product overview
EDT (Everyday Design & Technology) offers a focused portfolio of premium yet affordable kitchen appliances and lifestyle products. The core product is the LUMA Air Fryer (available in Grey Matter and Origin Orange variants), featuring India's first 360° PureGlass glass cooking bowl technology with NutriRetain and NeuroKeep systems. The LUMA air fryer supports 7-in-1 cooking functions through dual modular bowls (4.5L and 2.5L). Add-on PureGlass bowls are available separately. EDT has expanded into lifestyle accessories with the Everyday Tote bag. The product ecosystem is enhanced by Recipe Ramsay, an AI-powered Kitchen OS built on WhatsApp in partnership with SagePilot AI, representing EDT's 'Physical AI' philosophy of combining hardware with embedded artificial intelligence. Multiple combo packages bundling the LUMA with accessories are also offered.
Differentiator
Problem solved
Functional benefit
Brands
- LUMA: India's first 360° PureGlass Air Fryer Oven featuring NutriRetain technology and dual glass bowl system. Available in Grey Matter and Origin Orange variants.
Products and services
- LUMA Air Fryer (Grey Matter) India's first 360° PureGlass Air Fryer with a 6mm double-tempered borosilicate glass cooking bowl, dual bowl system (4.5L + 2.5L), NutriRetain dual temperature sensor, NeuroKeep auto pause and resume, 5 presets plus custom chef mode, and 56dB operation. Supports 7-in-1 cooking functions: air fry, bake, roast, grill, toast, and reheat. Priced at ₹11,999 (20% off from ₹14,999 MRP). Designed for Indian households seeking a premium, toxin-free upgrade from mass-market brands.
- Everyday Tote A durable canvas tote bag inspired by EDT's design principles, made from heavyweight 350 GSM poly canvas with reinforced woven handles. Features a 14 × 16 inch silhouette. Available in Anime and Tech color variants. Priced at ₹649 with free shipping in India. Separate lifestyle product from the kitchen appliance line.
- Recipe Ramsay AI Kitchen OS India's first AI-powered Kitchen OS built natively on WhatsApp in partnership with SagePilot AI, designed specifically for the LUMA PureGlass Air Fryer. A conversational AI agent that addresses cooking decision fatigue by suggesting LUMA-optimized recipes based on available ingredients, time constraints, and dietary preferences, and enables direct comparison across quick-commerce platforms for missing ingredients. Represents EDT's 'Physical AI' philosophy combining hardware with embedded artificial intelligence.
Quantifiable outcome
- 41.4% more vitamins retained in vegetables vs conventional cooking
- +4 more outcomes
Companies that use EDT
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
EDT technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability3 records
Feature7 records
EDT partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SagePilot AIcore partnerPartnership to build Recipe Ramsay - India's first AI Kitchen OS integrated with WhatsApp, specifically designed for the LUMA PureGlass Air Fryer. The conversational AI agent addresses cooking decision fatigue by suggesting LUMA-optimized recipes based on available ingredients, time constraints, and dietary preferences.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
EDT competitors and assessment
Company assessmentDirect peers
- Cosori: Premium D2C smart air fryer brand known for app-connected cooking and design-led marketing. Closely comparable to EDT on product, premium D2C positioning, and tech-forward feature set (app integration), though operating primarily in Western markets.
- Wonderchef: Indian premium kitchen appliances brand (founded by Sanjeev Kapoor) with a D2C + retail hybrid model. Closely comparable to EDT in target segment (urban Indian consumers upgrading from mass brands), premium pricing strategy, and kitchen-focused product portfolio.
- Instant Brands (Instant Pot / Vortex): Premium D2C small kitchen appliance brand built on connected cooking and viral marketing. Comparable product category and direct-to-consumer-led scaling playbook, though at much later stage with broader product line.
- Atomberg Technologies: India-based D2C smart appliance brand (fans, mixers, pumps) that disrupted incumbents with technology-led positioning and direct-to-consumer marketing. Shares EDT's playbook of premium D2C positioning, founder-driven brand storytelling, and tech-differentiated consumer durables in India.
Broad incumbents
- LG Electronics India: One of the two mass brands EDT explicitly targets as the upgrade-from incumbent in Indian kitchen appliances. Comparable product category and consumer base, though vastly larger appliance portfolio and offline retail footprint.
- SharkNinja (Ninja Air Fryers): Global premium small kitchen appliance powerhouse with the Ninja air fryer line as a category leader. Comparable in product category, premium positioning, and design-forward marketing—though operating globally and at vastly larger scale than EDT.
- Bajaj Electricals: Established Indian consumer durables player with broad kitchen and small appliance portfolio. Comparable in product category and Indian market presence, though primarily mass-market and traditional distribution-led rather than D2C.
- Philips (Domestic Appliances): Market-leading incumbent in the Indian air fryer category and the mass-brand benchmark EDT explicitly positions against. Highly comparable in product category and target use case, though vastly broader portfolio and distribution reach.
- Xiaomi (Mi Air Fryer / smart kitchen): Smart kitchen appliance player in India combining affordable pricing with app-connected features. Comparable in D2C distribution and connected/smart appliance positioning, though broader product portfolio and stronger brand recognition in India.
- Havells India: Major Indian consumer durables brand with a growing premium kitchen appliance portfolio. Comparable in target consumer and category, though operating at significantly larger scale and broader distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
EDT social profiles
Digital presenceEDT financial estimates
Financial estimateRevenue estimate
Valuation estimate
EDT leadership team
Management profileNumber of profiles
Profiles9 records
EDT funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EDT M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EDT
What does EDT do?
EDT designs, sells, and distributes premium design-forward consumer kitchen appliances in India through a direct-to-consumer model, with the LUMA Air Fryer (featuring proprietary PureGlass™ borosilicate glass cooking technology, NutriRetain™ dual temperature sensors, and NeuroKeep™ auto pause/resume) as its flagship product, offered in Grey Matter and Origin Orange variants. The product ecosystem is enhanced by Recipe Ramsay, an AI-powered Kitchen OS built natively on WhatsApp in partnership with SagePilot AI that delivers personalized recipe suggestions and integrates with quick-commerce platforms for ingredient ordering.
Is EDT a public or private company?
EDT is a private company. It is classified as venture growth investor backed and is currently operating.
When was EDT founded?
EDT was founded in 2025. It employs 1 to 10 people.
Where is EDT based?
EDT is headquartered in Mumbai, India, in the Asia region.
How does EDT make money?
Two revenue lines are on record. Hardware Sales - Air Fryers are the primary driver. The others are accessories & Add-ons.
Who are EDT's main competitors?
Direct peers on record are Cosori, Wonderchef, Instant Brands (Instant Pot / Vortex) and Atomberg Technologies. Broad incumbents are LG Electronics India, SharkNinja (Ninja Air Fryers), Bajaj Electricals, Philips (Domestic Appliances), Xiaomi (Mi Air Fryer / smart kitchen) and Havells India.
Does EDT have an API?
No public API is recorded for EDT.
What industry is EDT in?
EDT's product category is Smart Kitchen Appliances. Its primary akta.pro industry code is CRACADAD, Food Prep Appliances Retail (Blenders, Mixers, Processors), with a secondary code of CRACAGAG, Smart Appliances & Connected Kitchen/Laundry Retail. Its NAICS code is 335210 and its SIC code is 3630.