Inspired by conversations around fake reviews and online trust, the browser-based game reflects the faith in the EDT LUMA PureGlass™ Air Fryer Oven and the people building it.
Play on Mobile: LUMA Wars
Mumbai, 21 May 2026: What started as conversations within EDT’s wider community around suspicious online review activity eventually evolved into LUMA Wars, a browser-based internet game created by design x tech tastemakers Srijan Mahajan and Pratyush Singh in collaboration with the team at EDT
The game emerged during a period of rapid growth and heightened online visibility around LUMA, EDT’s flagship PureGlass™ Air Fryer Oven. As members of the community noticed unusual review patterns and online noise around the product, conversations began unfolding organically among people close to the brand, many of whom had been following LUMA’s journey and genuinely believed in the product experience the team was building.
Rather than turning those conversations into outrage or negativity, the choice was to respond differently: by creating something playful, participative and unmistakably internet-native.
In LUMA Wars, players take control of LUMA while falling reviews, ratings and digital distractions appear from above. The objective is intentionally simple: stay in the game, protect the rating and keep the momentum going. While light-hearted in execution, the game reflects a larger reality familiar to many modern consumer brands navigating digital ecosystems shaped by algorithms, virality and constant public feedback.
What makes the project especially meaningful for EDT is that the initiative did not originate directly from the company itself. The idea was a culmination of a conversation between Srijan and team members at EDT which then led to the idea of LUMA Wars. This was then developed by Srijan and Pratyush who have been following EDT’s journey from Day 0 before there was even a product and has seen the team build this from close quarters.
Commenting on the response and support from the community, Naiyya Saggi, Co-founder & CEO said, “At its core, LUMA Wars was never about responding to noise, it was about celebrating the kind of belief, expression and cultural resonance in an ecosystem that has been playing the game right and fair. Created in collaboration with EDT, design and tech tastemakers Srijan Mahajan and Pratyush Singh helped shape those conversations into a larger cultural and creative expression around the product.In today’s internet ecosystem, noise will always exist, but so will creators, collaborators, and communities that shape culture together and belief system together in real time. For us, LUMA Wars became a reflection of what can happen when shared belief and creative collaboration come together organically.”
LUMA Wars creators Srijan Mahajan and Pratyush Singh further commented “We had been closely following LUMA’s journey and saw some of the conversations unfolding online. The idea was never to make a statement, but to turn that moment into something playful that the community could participate in together. We genuinely believed in the product and the people behind it, and this felt like a fun but important, internet-native way to show that support.”
Since going live, LUMA Wars has seen founders, creators and members of the wider internet community share scores, screenshots and reactions online. Over time, this has evolved into more than just a gameplay feature, becoming a light-hearted expression of participation and support from people who have closely followed the brand’s journey.
Over the past few months, LUMA has steadily built momentum online through strong customer feedback, recipe-led community engagement and repeat purchases, an uncommon trend within the category. The product had also climbed to the #2 position on Amazon’s Hot New Releases list and earned Amazon’s Choice status, reflecting the growing traction EDT has been seeing among Indian consumers. For EDT, LUMA Wars is ultimately less about a single moment online and more about the larger belief that thoughtful products, honest communities and long-term trust matter more than temporary noise.
About EDT:
EDT is a new-gen consumer appliances brand reimagining the devices that power daily life through contemporary design, intuitive technology, and ‘better-for-you’ materials. Founded in 2025 by consumer-tech leader Naiyya Saggi and award-winning industrial designer Vyasateja Rao, EDT blends global design sensibilities with engineering excellence to create products that are as functional as they are aesthetically striking.
The company’s vision is to make the everyday extraordinary by offering devices that are safe, beautiful, easy to use, and aligned with modern lifestyles. EDT’s first product, LUMA, India’s safest PureGlass and NutriRetain Air Fryer, is now available for preorder, with an expanded product lineup across Home, Kitchen, and Beauty launching soon.
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