Vu TV’s biggest investment this year to be in IP and software display technology


TV-maker will also partner with food apps which will make for ‘a great combination’

Television-maker Vu, which announced revenue of 1,000-crore for the 2018-19 financial year, will invest significantly in IP and software for display technology.

Its CEO Devita Saraf told BusinessLine that it will be one of the biggest investments for the company in the year going forward.

New line-ups

Saraf said, Vu, which is currently the fourth largest TV brand in India, expects to overtake Sony and break into the top three. “That is going to take a couple of years. Being in the top three premium brands has always been our focus,” she added.

Vu is also working on partnering with food apps, revealed Saraf. “Today, consumers want to do a lot more stuff with the TV Food and TV are always a great combination,” she said.

The company also unveiled three new line-ups — Vu Pixelight, a 4K display range, Vu Ultrasmart that is at the lower-priced end, and Vu Premium Android with 4K display and Android Oreo. The company has exited the basic TV segment.

“I care for affordability. But I am not going to sweat if someone drops their prices. There is no drastic knee-jerk price reaction that we ever take,” Saraf said. As Vu doesn’t advertise too much, it saves money, she further revealed.

Service network

Saraf said that the company’s play would be divided between online and offline. Vu currently has around 800 retail outlets across the country and its launches are available in Croma outlets, apart from e-commerce portals.

Vu is also focussing on its service network as its customer base expands. “We have 300 people and 11 offices in service. We work with multiple third-party ASPs as well,” said Saraf. There are three call centres for installation, repair and product help.

The new TV line-ups come with Netflix, Amazon Prime and YouTube along with dedicated buttons for each on the remote. Other OTT streaming services are also available. “My biggest challenge has been which OTT app do we put first on the store as there are so many of them,” Saraf said.


Written by Loknath Das