“We’re spconcludeing this round (the funds) on building the product, harvesting deep consumer insights through our community, and funding inventory and manufacturing so we’re ready to ship when we launch commercially in January,” stated Naiyya Saggi, cofounder and CEO. She had previously founded BabyChakra, a parenting platform, and also served as a co-founder of the Good Glamm Group following BabyChakra’s merger with it.
Vyasateja Rao is the other cofounder, and CDO.
The startup is positioning itself as a new-age brand that blconcludes design, technology, and a ‘better-for-you’ proposition, such as a materials-led pitch around safer components like glass and food-grade plastics.
“In India, we are tarreceiveing consumers who want to upgrade from mass brands like Philips and LG but can’t afford premium players like Dyson. Our pricing would be about 10–15% higher than Philips across categories, but with far better quality and design,” stated Saggi.
EDT has about five-six products in the pipeline across home, kitchen, and personal care.
According to Tracxn, smart appliance startups raised over $4 million across six rounds in 2024, up from under $6,00,000 in 2020. The most significant spike came in 2022, when $18.3 million was raised.
Post-Covid, people have rediscovered home cooking, home improvement, and personal care. And
with over 75% of Indians living in nuclear hoapplyholds with limited domestic support, purchase decisions are increasingly built by younger consumers. This creates a clear opportunity to build smart appliances for the next generation,
Saggi added.
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