{"id":196030,"date":"2025-12-17T06:46:12","date_gmt":"2025-12-17T06:46:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/ie\/196030\/"},"modified":"2025-12-17T06:46:12","modified_gmt":"2025-12-17T06:46:12","slug":"consumer-brand-startup-edt-raises-1-4-million-in-funding-led-by-sauce-vc","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ie\/196030\/","title":{"rendered":"Consumer brand startup EDT raises $1.4 million in funding, led by Sauce VC"},"content":{"rendered":"<p>Direct-to-consumer (D2C) cookware and home appliances brand EDT has raised its pre-seed round of $1.4 million, led by Sauce VC, with participation from angel investors Mithun Sacheti, cofounder and former CEO of CaratLane; Amit Khatri, cofounder of Noise; Vatsal Singhal, cofounder and CTO of Ultrahuman; and others. Caitlin Kalinowski, head of hardware at OpenAI, along with a few others, has joined the startup\u2019s advisory board.<\/p>\n<p>\u201cWe\u2019re spending this round (the funds) on building the product, harvesting deep <a href=\"https:\/\/economictimes.indiatimes.com\/topic\/consumer-insights\" target=\"_blank\" rel=\"nofollow noopener\">consumer insights<\/a> through our community, and funding inventory and manufacturing so we\u2019re ready to ship when we launch commercially in January,\u201d said Naiyya Saggi, cofounder and CEO. She had previously founded BabyChakra, a parenting platform, and also served as a co-founder of the Good Glamm Group following BabyChakra\u2019s merger with it.<\/p>\n<p>Vyasateja Rao is the other cofounder, and CDO.<\/p>\n<p>The startup is positioning itself as a new-age brand that blends design, technology, and a &#8216;better-for-you&#8217; proposition, such as a materials-led pitch around safer components like glass and food-grade plastics.<\/p>\n<p>\u201cIn India, we are targeting consumers who want to upgrade from mass brands like Philips and LG but can\u2019t afford premium players like Dyson. Our pricing would be about 10\u201315% higher than Philips across categories, but with far better quality and design,\u201d said Saggi.<\/p>\n<p>EDT has about five-six products in the pipeline across home, kitchen, and personal care.<\/p>\n<p>According to Tracxn, smart appliance startups raised over $4 million across six rounds in 2024, up from under $6,00,000 in 2020. The most significant spike came in 2022, when $18.3 million was raised. <\/p>\n<p>Post-Covid, people have rediscovered home cooking, home improvement, and personal care. And<br \/>with over 75% of Indians living in nuclear households with limited domestic help, purchase decisions are increasingly made by younger consumers. This creates a clear opportunity to build smart appliances for the next generation,<\/p>\n<p>Saggi added.<\/p>\n","protected":false},"excerpt":{"rendered":"Direct-to-consumer (D2C) cookware and home appliances brand EDT has raised its pre-seed round of $1.4 million, led by&hellip;\n","protected":false},"author":2,"featured_media":196031,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[72,104549,104545,104546,191,61,60,104547,104548],"class_list":{"0":"post-196030","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entrepreneurship","8":"tag-business","9":"tag-consumer-insights","10":"tag-d2c-consumer-tech-startup","11":"tag-edt-funding","12":"tag-entrepreneurship","13":"tag-ie","14":"tag-ireland","15":"tag-sauce-vc-investment","16":"tag-smart-home-appliances"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/196030","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=196030"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/196030\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/196031"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=196030"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=196030"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=196030"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}