Power talk

Devita Saraf – CEO – Vu Technologies

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She went on to become the Director of Marketing for the firm at the age of 21. While at the firm she was responsible for the successful launch strategy for several new products that the company brought to market.1.       At an era when technology is polishing up at the wink of an eye, what strategies do you pick to keep in pace with it?At VU, we have a strong R&D team that is up-to-date with market intelligence. We have a clear direction for VU Technologies in India and that is to create a platform that offers luxury TV and display solutions. We not only emphasize on the aesthetics of the product but also give equal importance to customer service. For instance, our newest offering in this space is the embellished Crystal TV, the Limited Edition ultra-luxury TV. As a concept this is new to the Indian market, but we see it as having immense market demand. We have made it a point to ensure that most of our products have the ability to live up to the current market requirements. For example if there is a new software upgrade in a year\’s time after a purchase, customers can upgrade their television sets without having to purchase a new one. Additionally all Vu products including the Super TV and the Vu Telepresence have features different from competing brands thereby giving customers a unique proposition.2.       Where do you think the next phase of growth in the Indian tech market will be emerging from?The market is intrigued by hand-held devices and tabs. I think there is a huge market for products like these. The market would be using a certain variant of a product and before you know it, there is a superior version made available.3.       How much have you been able to cater the rural market?Ever since we launched our products in 2006, we have made a conscious effort to invest in strengthening our core distribution network. We have seen tremendous demand for our products in states like Maharashtra, Goa and Gujarat, not only in towns but also in satellite villages and catchment areas. To sustain thissteady progress, we are tying up with local franchises to ensure that our products are available to our target audiences.4.       How do you keep your business focused? Any suggestions for entrepreneurs who are experiencing challenging times?Our core business is all about offering luxury display solutions to discerning customers. When I began the business and launched it in 2006, I received mixed reactions from the industry. Today, the brand is strong and is present in major metros in the form of independent stores and shop-in-shops. As an entrepreneur, I have stayed true to my vision,but always made sure to do my research. Knowledge is key- this is exactly what I want to share with budding entrepreneurs.5.       Do you have any surprises in store for the world? If Yes, then by when can we expect the kitty out of the bag?Expect some surprises in the Camera category.6.       What is the best advice you have ever been given?Just do it. Don\’t spend too much time on analysis paralysis.7.       Your views on 3D Movies & 3D Content:3D sells well abroad, and we have many products in this category. But content is not easily available in India in 3D. We are in the process of coming out with gadgets that enable users to make their own 3D content.8.       Books that have recently kept you busy:˜Start-up Nation\’ on Israel\’s technology and VC industry has been an interesting read.9.       Three words that describe you best?Iconoclastic.Curious.Lively.10.   Congratulations! We have a cheque for Rupees 10 crore ready? Condition: You need to spend it in next 24 Hours. Hurry!Use it as Vu\’s marketing budget for 201211.   What\’s your opinion on social media?I love the power of the world-wide-web. Social media and networking sites have the power to make or break brands. However, one must be aware of the pros and cons that come along with it. So while it is a wonderful tool for brand-building, it is also a breeding ground for critics who won\’t think twice before penning down something negative, and before you know it, you have a controversy snow-balling. The VU facebook page is twenty eight thousand strong, and we see activity between members talking to each other about what they like about the brand. We also have comments that are not-so-good which we attribute to several situations. We take these remarks and internally work on it to ensure that our products and offerings get better.12.   Must have Winner qualities guide the young Exhibit readers.There is no substitute for hard work. I looked, I tried. There isn\’t any.13.   Your magnum moment?Winning Zee TV\’s Youngest Entrepreneur of the year award.14.   Are you into photography? (If yes,) tips on photography for the beginners.Just because digital pictures are free, don\’t take too many pics. Focus for 30 seconds and take a good pic.15.   What\’s your poison?Roohafza.

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