DIA is just getting started.
DIA is a brand born at Garaageworks, a garage-grown product design and development studio built on first-principle thinking.
At Garaageworks, the belief is simple: most big problems don’t need bigger solutions, they need clearer thinking. When noise builds up through old habits and inherited practices, stepping back to logic often reveals a simpler, more effective answer. This way of thinking allows Garaageworks to see beyond what already exists and question why it exists in the first place.
Over time, this approach has led to many practical solutions. Atta Jar is one of them, a compact appliance for making fresh flour on demand, bringing flour-making back home, quietly challenging adulteration while preserving nutrition, without adding complexity to the kitchen.
DIA stands for Durable, Innovative, Affordable. Shaped by real use. Each appliance is designed around everyday life, with respect for space and effort.
Fresh thinking.
Designed in the garage.
Tested at home.
Made for real kitchens.
Why DIA Exists
DIA exists because everyday appliances quietly drifted away from everyday life. Most products we use today aren’t truly new. They’re extensions of old designs, carrying layers of legacy that no longer serve the person using them. Over time, they picked up extra features, flashy skins, and complicated controls, not because people asked for them, but because balance sheets did. Somewhere along the way, innovation slowed down. Boardroom projections took the driver’s seat. Products started getting built to counter competitors instead of caring for consumers. The goal shifted from “make life easier” to “add one more feature than the other guy.”
And Homes felt it.
They filled up with machines that are bigger than needed, louder than necessary, and more complicated than the problem they claim to solve. Many appliances are designed for showrooms, not for homes. For feature lists, not for daily use. Convenience gets advertised, but effort quietly increases.
DIA starts from a different place.
Not from trends.
Not from competitors.
Not from what looks good in a showroom.
It starts from first principles. From asking the most basic question: what is this supposed to do for the person using it, every single day?
Innovation, for DIA, isn’t about adding more. It’s about stripping things down until only what truly matters is left. Serve the purpose first. Let everything else come second.
The consumer’s real need becomes the roadmap. Not assumptions. Not marketing slides. Not feature checklists. Real kitchens. Real habits. Real constraints.
Space is limited. Time is limited. Energy is limited. Money is limited. So we design with respect for those limits, not in denial of them.
We apply core design principles, but never forget the human on the other side of the product—the one who will use it every day, maintain it, clean it, store it, and rely on it when needed.
DIA isn’t here to impress.
It’s here to be useful.
And quietly make everyday life a little easier.