How EDT turned WhatsApp into a kitchen OS and resolved 82% of support

EDT's LUMA and FLOW customers ask about warranties, tracking, safety, specs, and what to cook tonight. Nia handles the frontline on WhatsApp and web chat, resolving 82% of all conversations end to end, generating 94% of replies, and landing every AI first response inside an hour.

82%

of all conversations resolved end to end

94%

of replies generated by AI

100%

AI first responses inside one hour

The brand

EDT builds new-generation appliances for modern Indian kitchens: LUMA, a PureGlass air fryer whose transparent borosilicate bowl lets you watch food cook, and FLOW, a PureGlass precision kettle. The Mumbai company, founded by Naiyya Saggi and Vyasateja Rao, came out of stealth with a $1.4M pre-seed led by Sauce VC and a belief that everyday devices deserve to be redesigned, not merely upgraded. That kind of product attracts a high-intent customer: someone who reads the spec sheet, asks about materials, registers the warranty, tracks the parcel, and then wants to know what to cook tonight.

The challenge

EDT's research found the real friction in cooking is not execution, it is deciding. Across 500-plus consumer interviews, roughly 95% of respondents said the hard part was working out what to cook with the ingredients, time, dietary preferences, and people in front of them. That created a support surface most appliance brands have never staffed for. Alongside warranties, product specs, order tracking, and service requests, EDT received 2,149 conversations and 13,011 customer messages in 30 days. Eighty-one percent came through WhatsApp, the busiest hour was 6 PM, messages stayed active through 11 PM and midnight, and a quarter of activity landed on Saturday and Sunday. The human team works 10:00 to 19:00, Monday to Friday. India cooks dinner after the queue goes home.

Why Sagepilot

Sagepilot put Nia on the frontline across WhatsApp and the edtworld.com widget. She is trained on LUMA, FLOW, warranty policy, order and shipment workflows, and EDT's communication standards: complete words, complete sentences, warm explanations, and calm issue handling. Nia checks Shopify for order context, Shiprocket for live shipment status, registers marketplace warranties, and routes judgment-heavy cases with the full story attached. When someone asks what to cook, she becomes Recipe by Ramsay, the LUMA recipe specialist EDT announced as India's first AI kitchen OS on WhatsApp: no app download, no onboarding, no context switch, just a message to the interface customers already use.

The results

In the 30-day window from 30 June to 29 July 2026, Nia touched 1,815 of EDT's 2,149 conversations and closed 1,775 without a handoff. That is a 97.8% deflection rate on the conversations she picks up, and 82.6% of every conversation EDT receives, rounded down to 82% for the page. She wrote 13,597 replies, 94.7% of the brand's replies, with a 6-minute average response time against a human first-response average of 2 hours 44 minutes. On closed tickets, 1,760 of 1,760 AI first responses landed inside an hour. Satisfaction held at 4.5 inferred CSAT overall and 4.6 on Nia-handled conversations, while the human team focused on the 325 conversations that genuinely needed judgment: color changes, address changes, service escalations, and upset customers.

“The next frontier of AI is Physical AI, intelligence embedded directly into the products people use every day. Recipe Ramsay is not a generic AI layered onto an appliance, but a tightly integrated intelligence layer that enhances a user's experience with LUMA's core performance while reducing everyday cognitive load. By delivering it through a familiar interface like WhatsApp, we're moving beyond novelty toward infrastructure, where technology works quietly and meaningfully inside the home.”

Naiyya Saggi · Co-Founder & CEO · EDT

Kitchen OS · Recipe by Ramsay

Dinner decided before LUMA preheats

Recipe by Ramsay is the single largest reason people message EDT. Nia asks the questions a chef would, then returns a LUMA-calibrated recipe with mode, temperature, timing, and the preheat step already built in.

Have paneer and some veggies, 20 minutes max, 2 people, no onion garlic.

Perfect, Jain paneer tikka it is. First, preheat your LUMA in Roast mode at 180°C for 3 to 4 minutes, then roast the paneer and peppers for 15 minutes so the edges char without opening the bowl.

LUMA · Roast mode

180°C · 15 minutes · Jain paneer tikka

Recipe Ramsay is EDT’s #1 conversation tag

Commerce · Missing ingredients

The missing ingredient becomes a next step

Most cooking apps stop when a customer lacks an ingredient. Nia keeps the meal moving with a realistic substitute, then offers a live comparison link so discovery, decision-making, and sourcing stay inside one WhatsApp thread.

I do not have curd. Can I still make it?

No problem at all. Use lemon juice with a little besan instead, and the marinade will still cling beautifully. Would you like me to share a link where you can compare and buy curd?

Substitute suggested without breaking the recipe
Ingredient comparison link prepared
Decision, sourcing, and cooking stay in one thread

The gap between intent and action, closed in chat

Post-purchase · Warranty and tracking

Warranty, tracking, and handoff in one exchange

Nia resolves the repetitive post-purchase load herself: marketplace warranty registration, website order tracking, Shiprocket shipment checks, and the careful cases she should not decide alone, routed with full context attached.

Nia · post-purchase workspacelive

Marketplace warranty
Channel identified, serial and purchase details collected, warranty recorded.
Order tracking
Shopify order found, Shiprocket AWB read, live shipment status sent back.
Color change
Origin Orange request routed to the specialist team with the context attached.

Warranty, tracking, and handoff from the same conversation

Safety · Calm issue handling

When tone is a policy

Safety questions are where a generic assistant can do the most damage. Nia is trained to stay calm, avoid alarmist wording, collect only the right diagnostic details, and transfer physical issues without making the customer repeat themselves.

There’s a burning smell coming from it. Is this normal?

Thanks for telling me straight away. Let’s unplug the unit for now, just as a precaution while we look at this together. Is the smell coming from the NutriHob or from the food itself, and is any error code showing?

Calm-tone issue playbook applied
Only relevant troubleshooting questions asked
Physical fault escalated with context

104 safety conversations handled with policy-grade tone

Coverage · Nights and weekends

The busiest hour is covered

EDT's peak is 6 PM, activity stays high late into the night, and a quarter of conversations happen on Saturday and Sunday. Nia keeps order, recipe, and support answers moving when the human team is offline.

Sunday night · 10:58 PMafter hours

Ordered Origin Orange last week. Any update? Also can I still change the color?

Shipment status checked from the live AWB
Color change routed to EDT specialist team
Customer answered while the team was offline

6 PM

busiest hour

25%

weekend activity

100%

AI FRT under 1h

The busiest hour is covered, even when nobody is staffed

Onboarding

Going live

Phase 1 · Nia on WhatsApp

EDT put one AI teammate on the busiest channel, trained on LUMA, warranty policy, order flows, shipment status, and the brand's written communication standard.

Phase 2 · Recipe by Ramsay

Customers text Hi or Recipe and get LUMA-calibrated recipes with mode, temperature, timing, preheat steps, and dietary context.

Phase 3 · Commerce in the conversation

Missing ingredients became substitutes and buying links; product curiosity became live demos, pre-booking, and The Edit community invites.

Today · Kitchen OS

2,149 conversations a month, 82% resolved without a person, 94% of replies written by Nia, and peak cooking-hour support that no longer waits for morning.

Customers