Launch

EDT launches orange LUMA glass air-fryer

By Startup Enthusiast · 16 April 2026

What they do

EDT introduced an Origin Orange version of LUMA, its glass air-fryer oven, billed as the first of its kind

The earlier LUMA pre-order run sold out twice on the brand's own website

It then became one of the stronger direct-to-consumer appliance launches on Amazon India this year

EDT added a bold orange colour to its LUMA range.
LUMA is an air-fryer oven with a 360-degree PureGlass body.
The brand pitches sensor-led engineering, AI-aided personalisation and modular forms.
Pre-orders on its website sold out twice before the Amazon India launch.

Product: Modern consumer appliances across home, kitchen, and personal care categories including air-fryer ovens
Customers: Urban Indian households and modern consumers looking for design-led appliances
How it makes money: Direct product sales via online platforms and retail distribution
What sets it apart: Focus on consumer insight, contemporary design, and technology tailored specifically for modern Indian kitchens
Operations: Builds an in-house design and R&D pipeline while working with manufacturing partners in India and overseas