Vu fortifies its position in the premium TV Market; new range to be available on Amazon, reveals CEO Devita Saraf

Vu, which has recently launched its 98-inch smart TV called the ‘Masterpiece,’ says that working with Amazon has helped the brand increase its sales and connect better with the market. The e-commerce platform’s customer service, buying guides, bank offers, and delivery services have all played a role in this success.

“We’ve sold over 9,000 QLED TVs which are in the price band of over Rs 1.1 lakh on Amazon and what we’re launching is the biggest TV on the platform. So right now, the market is mature, Amazon really knows how to reach a quality buyer and Vu has had experience in doing both e-commerce and high-end TVs for a long time,” said Saraf.

Vu’s Masterpiece TV line is available in 85 and 98-inch sizes. (Image: Vu/Amazon)

While Vu sells TVs across various price brackets, the brand is currently focusing more on its premium line. The company says that this is due to a shift in consumer preferences, which is leaning towards premium experiences in the Indian TV industry as a result of the Covid-19 pandemic.

Saraf said that the pandemic has changed the way people consume content on TV. “People aren’t going to movie theatres much. So, a sizeable amount of the audience has switched over to OTT platforms and are willing to pay more for a better picture, sound, and large-sized displays,” she said.

Despite the economic downturn and the impact on consumer tech sales last year, Vu claims that it was largely unaffected. “At Vu, we’ve reached not only pre-Covid numbers but also 3x of profitability. There may have been a slowdown for some brands which are focused on 32 inches. As much as 80% of our business is in the 50-inch category, while 32-inch only constitutes about 6%. Customers buying these premium offerings have higher spending power, so there’s no slowdown that we have seen in this space,” said Saraf.

According to Vu, the Indian TV market is expected to grow significantly, with the demand for large-size TVs increasing by 37% year-on-year. Amazon is optimistic about the market’s potential, with customers increasingly opting to upgrade to smart 4K televisions.

Ranjit Babu said that the company is confident about customers wanting to upgrade their TVs. “While we know that the penetration of televisions is very high, at over 65%, most of the consumers have still not upgraded from CRT TVs, LCD TVs or even basic LED TVs. We are very optimistic about customers wanting to upgrade to smart televisions, given the rapid proliferation of broadband internet and 5G,” he said.