So thrilled to bring our first-ever product LUMA into the world today. Here’s a first look. Hard realities, hard pivots and many humbling choices. LUMA’s transparency is also a philosophical choice: a small (mad) and brave team, dreaming to re imagine a category that never built for people like us and never invested in our needs. 3 learnings we’ve had as a founding team so far at EDT. 1️⃣The most design-led choices you can make early is to choose that whatever we build is always in the interest of our users. When building a company it’s easy to get sucked into endless loops of opinions but eventually the truth hits hard when you see your end consumer: families, elderly parents, amazing support staff at homes and your own family interact with your product. What to retain, what to edit. It’s humbling and eye opening beyond belief. 
To serve them best, we leaned into proven, safety-first architectures, safer (and hence more expensive) materials, and specs adapted for Indian homes. Our products launch with global best practices: we truly believe India deserves nothing less than what is available globally. 2️⃣ We also however did back a few team bets even against conventional wisdom. For example: Partners cautioned us on the choice of glass for the air fryer. Unusual for the Indian kitchen. Logistically not trade friendly etc. But we went ahead anyway because it was the right material and the safest material for cooking in a world that’s finally realising the long term implications of the toxins that surround us daily. Is this a risk? Yes. Most definitely. One worth taking. Yes, absolutely. 3️⃣ Building is not a sprint, it’s a marathon. Early days have been about choosing existing architecture wisely and investing in evolving programming, investing in robust tests (many which have never been conducted before for our category) and evolving products to the daily context we are building for. The homes, the economics , the realities of daily lives and the time to meet our promise to make the #EverydayExtraordinary. The next evolution will then be based on a refined gut & hard consumer centricity, not vanity. After all, our goal is building and bringing to life for the day to day. To spark the moments of joy and seamlessness in daily life. To be a true partner in your extraordinary life. The end goal is building with all these learnings & design from scratch. We’re in our early days still but there hasn’t been a single day where we’ve lost sight of the end goal. 🧡 Vyasateja Rao Nikita Agrwal Spoorthi Kilambi Mihir Pawar Rahul Soni Yogen Sachdev @nitish Vivi Xiao @lakshya #india #founder #startupindia