TV no longer an idiot box, it’s an intelligent box: Devita Saraf, Vu Technologies

Devita Saraf, founder of Vu Technologies, on her vision of building a world-class company, reaching the No. 4 spot in the high-end TV market, and their latest offering, VU 100.

For most of her adult life, businesswoman Devita Saraf has been running Vu Technologies. And she has worked with a vision to build a world-class company and be among the best.

“Today, VU Technologies has become the number four brand after Sony, Samsung and LG, surpassing Panasonic in terms of market share, range and brand premiumness,” says Saraf, who is Harvard Business School educated. “As a company, this growth has been our biggest achievement. I don’t know any other company across sectors that has competed with global brands like that.”

Intelligent and suave
A younger and more aware audience that wants more television features is what Saraf credits for her company’s success. “We understand that people want content when they want it and where they want it,” she says. “The TV is no longer an idiot box — it’s now an intelligent box. We were the first ones in India to partner with OTT platforms and now we are the only partner of Google in India outside of Sony and Sharp. People, especially youngsters, want quality content. That has allowed us to be a customer-centric brand. People love our products because it fits in with their lifestyle.”

“One of our biggest strengths as a company is that we have an IT background. The only other company that is a mix of hardware and software is Apple. When we make a product, we go into the nuances,” she adds.

Saraf says the recently launched Vu 100 came from customers expecting the company to hit the ball out of the park in terms of a new product. The smart TV is now ready for delivery.

Growth trajectory
With the company selling its millionth TV set last month, Saraf is excited about the future. “The most exciting thing for us today is the growth of the company. We are aiming to close at Rs 1,000- Rs 1,200 crore this year. Three years ago, our revenue was Rs 95 crore,” she says.

The “biggest strength” that has helped the business grow is the focus on quality of the product. They test about 1,600 parts in their lab in Andheri, Mumbai.

“We test for calibration, brightness, vibration, colour, sound, different input devices. A lot of focus is there on the quality of the product; it is very solid in terms of what we make. The products are very durable and they last,” she says. “Our vision is always premium.”

Customer is king
For any business to succeed, the company needs to form a connection with its customers. And that’s exactly what Saraf has done through Vu Technologies. “Vu has a very strong reputation. Customers who know the product, absolutely love it and they become my brand ambassadors and recommend it to their friends. One of the reasons is that we have always positioned it as a living room brand. It is a brand you show off. People feel very attached to the product and that is very important to us,” she says.

She adds, “We have an ISO-certified customer service centre. The engineers, co-ordinators sit outside my office, so I know what the customers are talking about. We have set up a tech concierge with B-Tech engineers.”

Saraf believes in building a relationship with her customers. “We want them to use our TV again and again,” she says, adding that the company has an 85 per cent repeat customer rate. “What has helped our brand grow is the no-compromise way of working, sound quality and classy marketing. I am in the ad to give that faith to the customer that I am always there and you don’t have to worry. If you have an issue, you can reach out to me. You are taken care of.”