All Eyes Here

For Devita Saraf, the Founder and CEO of Vu Televisions, luxury is in the details. Its about creating an unmatched and unforgettable viewing experience

- Riddhi Doshi

Looking radiant in a golden dress, Devita Saraf introduces us to her company’s latest innovation, the world’s first 100-inch 4K LED television, in a glamorous promotion video. For the last three years, Saraf has been successfully modelling for 13-year-old Vu Televisions’ products. Nigel Spivey, British art historian and the host of the BBC One Documentary How Art Made the World, elaborates on the idea behind putting kings’ and queens’ faces on currency notes, and politicians’ pictures on electoral literature. Faces win people’s trust. Kings and queens did it to let their subjects, spread across geographies, know who their rulers are. Politicians do it to familiarise voters with their leaders. Saraf does it to defy stereotypes, to tell people that the phrase ‘Model CEO’ isn’t an oxymoron. “In India, we often use the term beauty with brains,” says Saraf. “Why can’t a woman be well-dressed, good-looking, intelligent and a great boss?”

Silver screen star

Saraf, a fan of Indian mythology, believes that dressing a businesswoman as a man is a Western idea. In India, Laxmi, Durga and Saraswati, the respective experts in finance, defence and knowledge were always dressed in jewellery and other fineries. “How do you bring that feminine power back to India? That was my idea behind being a model CEO. A woman boss does not have to be either tough or motherly. She can be a fun-loving, South-Bombay girl who loves fashion and luxury,” says Saraf, the CEO and Founder of Vu Televisions.