Launch
EDT opens offline with ten Mumbai stores
By Startup Enthusiast ·
- Date
- Company
- EDT
- What it does
- Appliance startup EDT
- Kind
- Launch
- Based in
- Mumbai
- Founded
- 2025
What they do
EDT is moving from online-only into physical retail, starting with ten premium shops in its home city Mumbai
What happened
Bengaluru and Delhi come next, and offline could reach at least a quarter of sales if the test works
Why it matters
Three new products across home, kitchen and personal care are planned between late August and Diwali
The details
- EDT began as a web and marketplace seller and is now adding offline stores.
- The first month in ten Mumbai stores is a test before wider rollout.
- It also sells on quick-commerce apps.
- LUMA air fryer is priced near ₹11,990 and the Flow kettle near ₹5,990.
About EDT
- 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
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