Vu TV refocuses its sales strategy on emerging market of high earners

Vu Store went live on December 1, and is housed in a new retail business called VU D2C Private Limited

In the crowded premium TV market, dominated by mega-brands such as Sony, Samsung, LG and Panasonic, home-grown Vu TV is a minnow. It made a modest debut in 2006 and has been retailing its products that mostly consist of large premium televisions (that cost between Rs 30,000 and Rs 300,000) through offline and brick-and-mortar locations spread across 800 stores nationwide. From this month, it is looking to add a new channel to its sales network: Direct-to-consumer, or D2C.

The objective, the company’s founder and Chief Executive Devita Saraf explained, is to connect more deeply with India’s younger consumer audience. Arguably