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Devita Saraf is a businesswoman from India. She is famous for being the founder and CEO of Vu Technologies, a US-based Television brand with its headquarters in Mumbai.
Wiki/Biography
She was born on Thursday, 25 June 1981
Physical Appearance
Height (approx.): 5′ 4″
Hair Colour: Black
Eye Colour: Black
Family & Caste
She was born to a Marwari couple, Raj Kumar Saraf and Vijayrani Saraf.
Parents & Siblings
She grew up with her elder brother, and both were “well-bred, well-rounded” children, as said by her mother. Her father, Raj Kumar Saraf is the founder of Zenith Computers Ltd, a computer manufacturing company.
Vu Technologies CEO Devita Saraf Posing with father Raj Kumar Saraf
Her brother, Akash Saraf is the MD and CEO of Zenith Computers Ltd. Her mother, Vijayrani Saraf is an economics professor who raised both her children in a disciplined environment.
Devita Saraf with Brother Akash Saraf in an interview with NDTV
Relationship, Husband & Children
So far, Devita is unmarried, and there is not much information about her relationships.
Career
She embarked on her career by joining her father at “Zenith Technologies” in 1998. She was just 21 at that time when she began training under her father’s company. After witnessing the ambience of the office and seeing her father, she used to think, “That’s what I will be. I will run a company like him.” During this time, she would often meet business leaders in Silicon Valley, California. Shortly after that, she started a lab in California to develop high-end products for Indian customers. Eventually, she founded Vu Televisions in 2006, which is now 4th largest TV selling brand in India.
She also transitioned from traditional to modern business methods by signing an exclusive deal with Flipkart in 2014. This deal made VU the largest-selling TV brand across various e-commerce platforms.
CEO Vu Technologies Devita Saraf with Flipcart founder and CEO Amit Bansal
In 2015, she shifted gears towards VOD technology, which aims at upscaling audio and video streaming. Evidently, VU is one of the highest-selling 4K TV brands in India.
Business Structure
She believes that more women should become CEO. It will be magnificent for the Indian economy. She also aims to cater primarily to the educated and upwardly mobile Indian consumers. Along with that, she doesn’t believe in foraging into fresh markets now and then, instead, While talking about her mantra of repetitive buying, she says, “Around 86% of customers who have bought a Vu TV have bought another TV from us. We try to keep customers as opposed to scavenging for fresh markets all the time.” Also, she believes in offering their TVs priced between multinational brands like Samsung and Indian brands like Videocon, which helps in retaining brand value and cost-effectiveness.
Financial performance graph of Vu Technologies
Awards & Honors
- “Excellence Award” in the small and medium sector
Former Indian Prime Minister, Dr Manmohan Singh presenting an award for corporate excellence to Ms Devita Saraf, in the field of “Small Medium Sector” in New Delhi on 15th February 2008
- She was awarded the title of “India’s model CEO” by Forbes magazine in 2016.
- Saraf was placed at 45th rank in the Fortune India’s “Most Powerful Business Women” list of 2019.
- “Business Woman of the Year 2016” at the 7th Annual Indian Affairs Leadership Conclave.
- Mercedes-Benz Masterpiece of Intelligence – Entrepreneurship
- Indo-American Society – Young Woman Entrepreneur of the Year
- Zee Astitva Awards – Young Woman Entrepreneur of the Year
- HR College of Commerce and Economics – Distinguished Alumni Award
Favourite Things
- Role model: Hillary Clinton & Ivanka Trump
- Holiday Destination: New York
- Businessperson: Steve Jobs
Facts/Trivia
- Health & Fitness plays a fundamental role in her life. Her fitness activities include Yoga in the morning, Gym at night and a dance class every Sunday.
- She believes that one should not become egoist in business and should assume the character of a consumer. Saraf Says,
“If I wanted to do business with someone, I would turn up at their doorstep.”
Indian Business tycoon Devita with British billionaire Sir Richard Branson at an event In Mumbai
- She takes pride in being from a business family. She says,
I will not apologize for being the boss’ daughter”
- She prefers herself to be the face of her business; after taking inspiration from Steve Jobs. She says-
Why get a guy who is dancing, acting and singing for a living to promote a high-end product.”
- In 2017, Devita was appointed as one of the panellists for “Make in India” at the Champions of Change event organised by the NITI AYOG & PM Narendra Modi.
- In November 2016, when Donald Trump became the president of the U.S., she brought out a full-page advertisement in The Times of India congratulating Trump. However, this move also became the subject of trolling.
- Devita offered suggestions to entrepreneurs on her Instagram Live on how to survive their business during the COVID-19 Lockdown.