The unconventional, defiant and bold Devita Saraf, CEO of VU Technologies, has been consistently innovating in the world of display by bringing together luxury and technology. FMW gets an exclusive with this enterprising woman.
Tell us something about how you started off with VU.
I was born and raised in Bombay and did my schooling here too. Later, I went for higher studies to California after which I joined my father’s business. When I was around 24, I started VU.
How did the idea of starting VU germinate?
When I got back to India after studying in the US for four years, I realized that the country had changed a lot in terms of the number of luxury brands and high-end malls. People’s tastes and lifestyles had upgraded and they weren’t looking for budget products any more. Besides, the youth looked for brands. So, I thought of getting my personal interest and passion for fashion, luxury and lifestyle into the world of technology.
How did you plan the roadmap for your company in the initial days?
We started as a high-end PC Company and then we moved onto display, as that was the future. In technology, you just have to keep jumping onto the next thing. You can’t say that for the next 10 years, I want to sell televisions. You have keep updating the product line to suit latest demands. My passion for business rather than technology is what drives me. I am a designer, creator of a brand and the product.
VU seems to be more focused on attracting women and the youth. Comment.
When people purchase fancy homes, the first thing they would go in for is a nice flat screen television. We are one of those few brands that focus on youth and women. I think women in today’s world are important decision makers and influencers. We have done a lot to reach out to women like tying up with Tarun Tahiliani and working with publications like Vogue and Elle.
Tell us more about your association with Tarun Tahiliani.
It’s been a fabulous experience. I had first met Tarun in New York. We then partnered for the Bridal Couture Show last year in Mumbai and Delhi, where we did the video and digitization of the whole event. That’s when the idea to make a limited edition TV came up. So we sent a couple of our TV’s to him. As he works closely with Swarvoski, they co created it. I actually saw the TV only on the day of the launch. We gave them full freedom.
While we are on the fashion page, who do you consider as your style icon?
I love the elegant feminine style of Lady Diana, Queen Rania of Jordan. Royalty wear is what attracts me the most.
In India, it has to be Monisha Jaisingh and Ritu Kumar. Among the international ones, I love Karen Millen, Dolce and Gabbana, Valentino and BCBG.
Tell us a little about your wardrobe. What are your wardrobe essentials?
I love limited editions and often buy things that make me happy. In fact, I document all my clothes so that I don’t have to waste time going through the entire thing when needed.
Being a high-profile businesswoman, how do you de-stress or let the steam off?
I love dancing and am a trained Odissi dancer. I also paint. Basically, any kind of art is fun for me. I love designing jewellery too.
Devita’s wardrobe database has the choicest of apparel. Here’s a woman who surely knows how to manage a business in style.
By: Payal Hindocha