Premium consumer appliances brand EDT has partnered with Servify to launch Concierge+, a technology-driven after-sales programme designed to deliver a premium ownership experience through doorstep support, digital service management, and proactive maintenance across more than 19,000 pincodes in India.
The initiative marks a strategic step in EDT’s direct-to-consumer (D2C) growth journey, reinforcing its focus on building long-term customer relationships beyond the point of purchase. Powered by Servify’s technology platform and nationwide service network, Concierge+ offers digital warranty tracking, doorstep repairs, in-home service, replacements where applicable, and preventive maintenance, eliminating the need for customers to visit service centres.
Founded in 2025 by Naiyya Saggi and Vyasateja Rao, EDT is building a premium consumer appliances brand centred on contemporary design, intuitive technology, and safer materials. Its current portfolio includes the LUMA PureGlass™ Air Fryer Oven and the newly launched FLOW Everyday PureGlass™ Precision Kettle, with further expansion planned across home, kitchen, and personal care categories.
According to the company, Concierge+ is designed to make product ownership as thoughtfully crafted as the products themselves. The programme complements EDT’s broader connected ecosystem, which also includes Recipe Ramsay, its AI-powered cooking companion that helps LUMA users discover recipes and enhance their cooking experience.
The partnership also leverages Servify’s extensive service infrastructure, strengthened through its acquisition of 247around, enabling doorstep support across thousands of locations nationwide. Servify currently partners with more than 100 global brands across over 40 countries, providing technology-led product lifecycle and after-sales solutions.
As Indian consumers increasingly expect premium experiences throughout the ownership journey, EDT is investing in digital services that combine convenience, transparency, and reliability. Concierge+ will support the brand’s existing products, including LUMA and FLOW, and will extend to every future product introduced across its expanding portfolio.
By integrating technology, AI-enabled customer engagement, and nationwide service capabilities into its D2C strategy, EDT is positioning after-sales support as a key differentiator. As the brand scales into new categories, Concierge+ is expected to serve as the foundation of a consistent ownership experience, supporting EDT’s ambition to build one of India’s most trusted premium consumer appliance brands.
Source: Based on publicly available company information, with additional editorial adaptation and analysis.
