Mumbai-based startup EDT has secured $2.4 million in a Pre-Series A round led by Sauce to fund its expansion into personal care. The company is using the capital to launch its new Care-Dryer device, SUKI, while scaling its existing kitchen appliance business. This expansion marks a strategic shift for the design-led company as it enters the competitive beauty-tech market.
EDT, a Mumbai-based design and technology firm, has raised $2.4 million in an oversubscribed Pre-Series A funding round. The investment was led by existing investor Sauce, with participation from several angel investors, including executives from Delhivery, Samsonite, and Nicobar. The startup intends to use these funds to increase its festive season inventory and strengthen its core supply chain and product development divisions.
A key part of this expansion is the company’s entry into the beauty-tech sector with the launch of its new product, SUKI. Marketed as a Care-Dryer, the device utilizes proprietary technology that the company calls the CareDry algorithm. This system is designed to manage heat and airflow through sensors to reduce hair damage, offering a point of differentiation in the personal care market. This move represents a strategic pivot for the startup, expanding beyond its initial focus on kitchen appliances.
Founded in 2025 by Naiyya Saggi and Vyasateja Rao, the company has seen early-stage adoption through its previous product lines. Its initial offerings, the LUMA air fryer and the FLOW kettle, gained traction on major e-commerce platforms such as Amazon, Flipkart, and Blinkit. The brand has also moved into physical retail through a partnership with Croma, aiming to blend its design-focused approach with wider distribution channels.
It is important for investors to note that EDT is a private startup. It is not currently listed on any stock exchange such as the NSE or BSE. As a result, there is no public stock price, daily trading volume, or retail investment opportunity available for the general public at this stage. Private market funding rounds operate differently than the public stock market, as capital is raised directly from venture capital firms and private investors to fuel long-term business growth.
Expanding into the beauty-tech space introduces new operational challenges. The consumer electronics market is highly competitive, and the company must prove that its new technology can achieve widespread adoption against established global incumbents. The startup faces standard execution risks as it scales its supply chain to manage a broader range of products across different categories. Success will depend on its ability to maintain profit margins while balancing the heavy capital requirements for research, development, and marketing.
Looking ahead, the company plans to introduce three more products across its home, kitchen, and personal care segments. Market observers will be tracking the consumer reception of the SUKI device and whether the brand can successfully translate its design-first philosophy into the personal care market, which differs significantly from the kitchen appliance sector in terms of usage and customer expectations.