For over a decade, Naiyya Saggi has been at the forefront of building businesses that solve real consumer problems. From her early career at McKinsey and earning an MBA from Harvard Business School to founding BabyChakra and successfully navigating its acquisition by MyGlamm, her entrepreneurial journey has been defined by a deep understanding of consumer behavior and a passion for creating meaningful impact.

Today, as the founder of EDT (Everyday Design and Technology), Naiyya is taking on an entirely different challenge—reimagining the everyday devices that people use in their homes. From kitchen appliances to personal care products, EDT is building a new generation of consumer devices that combine thoughtful design, intuitive technology, and safer materials, all while remaining accessible to modern Indian households.

Identifying a Gap in Everyday Consumer Products

The idea behind EDT emerged from a simple observation. While the consumer appliance market offered numerous options, most products were designed with a primary focus on cost optimization and feature-heavy specifications. Design, user experience, and aesthetics often became secondary considerations.

Naiyya believed there was an opportunity to create products that consumers would genuinely enjoy interacting with every day. Her vision was to build appliances that were not only functional but also visually appealing, technologically advanced, and aligned with the lifestyles of modern consumers.

This vision led to the creation of EDT, a company focused on elevating everyday experiences through better-designed products. Rather than competing solely on price, EDT seeks to create devices that integrate seamlessly into contemporary homes while addressing practical consumer concerns around safety, convenience, and usability.

Building Consumer Trust Through Listening

Like many consumer-focused startups, EDT faced significant challenges in its early stages. Manufacturing complexity, supply chain management, and understanding rapidly evolving consumer preferences required constant adaptation.

For Naiyya, the solution was straightforward: listen to consumers relentlessly.

The company invested heavily in building and engaging with a community of users who actively contributed feedback throughout the product development process. Rather than relying solely on market research reports, EDT maintained direct conversations with consumers to understand their pain points, expectations, and unmet needs.

This approach helped the company identify important trends that traditional manufacturers often overlooked. Consumers increasingly wanted safer materials, simpler user interfaces, and products designed specifically for Indian lifestyles. They preferred appliances that eliminated unnecessary complexity rather than overwhelming them with dozens of rarely used features.

By prioritizing consumer feedback, EDT was able to design products that reduced decision fatigue and focused on delivering meaningful functionality.

Creating Products That Blend Form and Function

Among EDT’s most successful innovations is its flagship air fryer, a product that has gained widespread popularity for both its aesthetic appeal and practical utility.

Unlike conventional kitchen appliances that prioritize technical specifications over user experience, EDT’s air fryer was designed to stand out visually while remaining exceptionally easy to use. Its distinctive design has helped it become a conversation piece in many homes, while its versatility has made it a valuable addition to everyday cooking routines.

Beyond air frying, the appliance supports baking, roasting, grilling, and multiple cooking functions, making it suitable for a variety of Indian and global recipes. The company also incorporated consumer-requested features, including customized settings tailored to Indian cooking habits.

This balance between design innovation and practical utility has helped EDT establish a strong presence across leading e-commerce platforms, including Amazon, Flipkart, and quick-commerce channels. The air fryer has also earned recognition as one of Amazon’s preferred choices in its category, reflecting growing consumer confidence in the brand.

Premium Yet Accessible

One of the defining characteristics of EDT’s business strategy is its approach to pricing.

Rather than competing at the lowest end of the market, the company positions itself slightly above established category leaders. According to Naiyya, EDT products are typically priced around 25–30 percent higher than comparable alternatives. However, this premium is carefully justified through better design, enhanced engineering, safer materials, and superior user experience.

The goal is not luxury for the sake of exclusivity but rather affordable premium products that deliver tangible value to consumers.

This positioning has resonated particularly well with a growing segment of Indian consumers who are willing to invest in higher-quality products that improve their daily lives.

The Power of Community-Led Innovation

A key differentiator for EDT is the extent to which community feedback shapes both product development and brand building.

Consumer suggestions have influenced everything from appliance features to packaging decisions and even merchandise offerings. One notable example was the creation of a branded tote bag requested by customers who wanted a way to showcase their connection with the brand.

Similarly, consumer demand led to the introduction of product bundles and combo offerings, allowing households to purchase multiple appliances or accessories together based on their specific needs.

For Naiyya, this collaborative approach goes beyond customer engagement—it represents a philosophy of building products alongside consumers rather than simply selling to them.

Attracting Investors Through Vision and Execution

EDT’s ability to attract investor support stems from more than just strong market potential. Investors were drawn to the company’s broader vision of reimagining everyday devices and creating joyful interactions between consumers and technology.

Equally important was the experience of the founding team. Naiyya’s track record as a successful entrepreneur, combined with her deep understanding of consumer markets, provided confidence that EDT could execute its ambitious roadmap.

Today, the company remains well-capitalized and focused on growth, allowing the team to concentrate on innovation and expansion without immediate fundraising pressures.

AI as a Core Enabler of Innovation

As artificial intelligence continues to reshape industries, EDT is already integrating AI into multiple aspects of its business.

The company uses AI-powered capabilities across product experiences, customer service, design processes, supply chain management, and demand forecasting. Personalized recipes, intelligent customer support systems, and data-driven product development are already part of EDT’s operational framework.

Looking ahead, Naiyya sees even greater opportunities for AI-driven personalization in consumer appliances. While she remains selective about revealing future product plans, she believes intelligent devices will increasingly adapt to individual user preferences and habits.

This forward-looking mindset reflects EDT’s broader ambition to stay ahead of major technological shifts while maintaining a strong focus on consumer needs.

Leadership Lessons from a Decade of Entrepreneurship

Reflecting on her entrepreneurial journey, Naiyya emphasizes one lesson above all others: the importance of deeply understanding consumers.

Despite technological advances and changing market dynamics, she believes that success ultimately depends on listening carefully, learning continuously, and responding thoughtfully to evolving customer expectations.

She continues to dedicate time each week to direct conversations with consumers, using those interactions to gather insights that inform strategic decisions across the organization.

For aspiring founders, her advice is equally clear. Entrepreneurship requires resilience, patience, and an unwavering commitment to solving real problems. Success rarely arrives overnight; it is built through consistent execution, adaptability, and a genuine understanding of the people being served.

She also highlights the unique challenge and opportunity presented by the Indian market. Indian consumers are among the most discerning in the world, demanding both value and quality. Companies that succeed in India often develop capabilities that position them strongly on the global stage.

Looking Ahead

As EDT prepares to launch new appliances in the coming months, the company remains focused on its mission of transforming everyday experiences through design and technology.

By combining consumer-centric innovation, thoughtful product design, AI-driven capabilities, and a strong community-led approach, EDT is carving out a distinctive position in a highly competitive market.

For Naiyya Saggi, the journey is about much more than selling appliances. It is about creating products that become a meaningful part of people’s daily lives—products that make homes more functional, experiences more enjoyable, and technology more human.

In an industry often dominated by specifications and price wars, EDT is proving that great design, consumer empathy, and purposeful innovation can be powerful differentiators. And as the company enters its next phase of growth, it is poised to redefine how consumers think about the devices they use every day.

Interview By: Arushi Agarwal