Devita Saraf on Vu’s next leap: OLED, but only at the right price

Vu Televisions may have just launched its latest QLED range—the Vu Vibe DV TV—but the bigger story lies in what’s possibly next. Founder, Chairman and CEO Devita Saraf tells Fortune India that the company is actively developing an OLED offering, but won’t bring it to market unless it aligns with Vu’s core value proposition.

“OLEDs are expensive. We are trying to make one, but will only bring it to the market if we are able to price it properly—while keeping the heart of Vu’s vision of providing premium products,” says Saraf.

Meanwhile, the Vibe DV TV, launched today, continues Vu’s focus on premium innovation at accessible prices. Priced starting at ₹26,999 for the 43-inch model and going up to ₹69,999 for the 75-inch variant, the 2025 lineup introduces an industry-first integrated 88-watt soundbar with Dolby Atmos.

The DV stands for "Designer's Vision", which is meant to carve out a home theatre experience for modern apartments with space constraints. The integrated soundbar supports audio-only mode for music playback and an AQ adjustment feature that optimises sound for OTT content based on genre.

The Vu Vibe DV is built on the 2024 Vu Vibe TV, featuring multiple added features to enhance the viewer experience. These additions include Dolby Vision and HDR10, which add more depth, contrast, and 400 nits of brightness, aiding in providing vibrance and supporting all colours through Pantone. The life of the screen is meant to last for more than 10,000 hours.

The TV also supports Google TV OS, which allows streaming of all content and OTT applications. The all-new proprietary VuOn AI processor, with its Turbo mode, makes the streaming experience faster, without lag. It also helps in using the casting feature without any glitches and offers a buttery smooth performance. The casting feature has integrated Bluetooth, Apple, and Android technologies, making the device agnostic to boost better connectivity. 

What makes the TV stand out from its competitors is its remote, which houses multiple hotkeys to several OTT platforms, with a dedicated Wi-Fi hotkey to access and manage network settings instantly, making this feature another industry-first as well. It also consists of Cinema mode and Cricket mode, with the latter coming as a feature to cater for the larger Indian cricket-watching audience. The remote comes in a tactile and standee design, adding to the aesthetics of the television. 

As Vu doubles down on product innovation in the mid-to-premium segment, all eyes will now be on how—and when—it chooses to enter the OLED market.