WELCOME TO THE WORLD OF EDT.
Where the everyday feels a little more extraordinary.
MEET LUMA
LUMA
WHAT DOES EVERYDAY EXTRAORDINARY MEAN?
To us it means making every product better for you, safe for you and beautifully designed for you in the hope that it enriches everyday moments to become extraordinary.
WHY THAT ANIME ON OUR PACKAGING?
TBH, we were done with this category looking sterile and serious. We trust that our products will do their job well without having to constantly prove that they do with heavy complicated jargon and serious soulless visuals.
WHY IS ORANGE OUR BRAND COLOR?
Orange is the colour of a new dawn. The colour of the sun that signifies the everyday. We chose orange for that. To challenge the status quo when it comes to appliances in the hope to make the #EverydayExtraordinary.
WHAT DOES EDT MEAN?
EDT stands for Everyday Design & Technology. Because we design for everyday life, where the magic really happens.
It's time to spill some EDTea.
SEE WHAT PEOPLE HAVE TO SAY ABOUT LUMA
MEET OUR ADVISORS
Arun Seth
INVESTOR & BOARD MEMBER @ DIXON, JUBILANT
A visionary operator, mentor and angel who helped shape India’s hardware & technology story. Mr Seth guides us through leadership insights from his tremendous journey in hardware & scaling businesses with impact.
Caitlin Kalinowski
HEAD OF ROBOTICS &CONSUMER HARDWARE @ OPENAI
The Consumer Electronics legend behind iconic Apple products and Oculus VR, now leading the next frontier of robotics and intelligent design at OpenAI. Caitlin guides us on how we can build products for the world & for the future.
Elizabeth Layne
CHIEF MARKETING OFFICER @ REBAG
From Harvard to high fashion, she’s built global brands that redefine modern retail, from Bonobos to Rebag. Elizabeth guides us on building a long lasting, generational brand that cuts across geographies with salience.
Sreevathsa P.
FOUNDER & CEO @ SERVIFY
Serial entrepreneur and the celebrated founder behind India’s leading device-care ecosystem. Sree joins us to reimagine how category defining and empathetic tech after-sales and service are delivered.
Tej Kapoor
PARTNER @ ICICI VENTURE
A cross-border investor with 17+ years in tech, media and consumer startups, backing successes like Delhivery and Ixigo. Tej has incredible experience backing and advising businesses at every scale from seed to IPO and advises us on growth.
Anushree Tainwala
EXECUTIVE DIRECTOR, MARKETING @ SAMSONITE SOUTH ASIA
One of India's most celebrated brand builders and consumer durables marketeers. Anushree guides us on building high trust brands for both India & the world and how to leverage offline & online effectively
Latest news
The Economic Times: Consumer brand startup EDT raises $1.4 million in funding, led by Sauce VC
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VCCIRCLE: Consumer-appliances brand EDT has pocketed $1.4 million (around Rs 13 crore) in a pre-seed round led by consumer-focused domestic venture capital firm Sauce VC.
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Money Control: Ex–Good Glamm co-founder Naiyya Saggi’s appliances startup EDT raises $1.4 million led by Sauce VC
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Yourstory: Consumer appliances startup EDT raises $1.4M in pre-seed funding
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Entracker: Consumer appliances startup EDT raises $1.4 Mn in pre-seed round led by Sauce VC
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The Hindu Business Line: Consumer appliances startup EDT raises $1.4 million in pre-seed round
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Building from India for the world: Naiyya Saggi’s Edition
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Naiyya Saggi's New Venture…
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VT Rao on India's transition to tech & design powerhouse
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The North Star for Edition.
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The Biggest Enemy of Good Design Is Novelty
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