Consumer-tech and home appliance startup EDT (Everyday Design & Technology) is stepping up its offline expansion after six months of operations, with the company looking to make physical retail a larger part of its sales mix and expand into new product categories during the festive season.
Founded by Naiyya Saggi, EDT started out primarily as an online brand, selling through its own website and online marketplaces. The company is now entering offline retail, beginning with 10 premium stores in Mumbai, and plans to use the initial rollout to assess its expansion into other locations.
“They’ve offered us all of India. We decided to go live in our home city first, across the 10 most strategic and premium stores, and then test that for the first month before deciding to expand to other stores,” Saggi, Founder and Chief Executive Officer of EDT, told businessline.
The company expects the offline channel to scale quickly, particularly given the premium positioning of its products. EDT currently sells products such as its Luma air fryer and Flow kettle, with selling prices of around ₹11,990 and ₹5,990, respectively. Saggi said offline could account for at least 25 per cent of the company’s sales in a short period.
The Mumbai rollout will be followed by expansion into Bengaluru and Delhi, while Hyderabad has also emerged as a key market for the company. EDT has already launched on quick-commerce platforms, adding another distribution channel to its online and marketplace presence.
The company is also widening its product portfolio. EDT plans to launch three new products between the end of August and Diwali, across home, kitchen and personal care. Saggi said the products will continue the company’s focus on premium, multifunctional products designed specifically for Indian consumers.
“Home and kitchen, and personal care, are the two areas that we find most exciting. We will be launching across these categories with premium products that are differently reimagined for the Indian consumer,” Saggi said.
The company is also betting on the festive period to accelerate sales. EDT expects its existing product categories to see a 2.5-3x increase over business-as-usual levels during the festive season, with new product launches expected to provide an additional boost.
“We’re expecting about 2.5x to 3x minimum from BAU on our existing product categories. With the additional sweetener of the new launches, I think the festive season should see us at around 4x from where we are today,” Saggi said.
Alongside distribution expansion, EDT is transitioning its manufacturing to India. The company initially used global manufacturing for its early product development, but is now moving towards local production as it scales.
“We are completely transitioning to India manufacturing. After we see the initial launch and success, we move very quickly to localise and manufacture completely out of India,” Saggi said.
EDT’s broader proposition is built around combining design, technology and functionality in everyday home and personal-care products, targeting consumers looking for more premium and multifunctional products.
Published on September 25, 2026
