Lessons from my father, my hero: You can't build a business sitting in a glass tower

It was a question from her dad Raj Saraf, chairman and founder, Zenith Computers, about starting a business of her own that set Devita Saraf off in that direction. She had started her career at the age of 16 when she began training under her father at Zenith Computers. At the age of 21 she went on to become the director of marketing at Zenith.

With work experience and also educational and technical background - a bachelor of business management degree with a specialization in marketing from the University of Southern California, a course in Game Theory and Strategic Thinking from the London School of Economics and Management in Technology from University of California, Berkeley-Saraf started afresh with her own venture, Vu Technologies in 2006, as its CEO and design head. Her objective was to create visual appeal and marry luxury with technology. The company, makers of LED televisions and commercial display panels under the brand Vu,had a revenue base of around Rs 100 crore in the last fiscal and sold 40,000 TV sets.

Saraf speaks to_Firstbiz_ on her journey with the encouragement of her dad, her hero, the challenges and also, her advice to young entrepreneurs. Excerpts from the interview:

Your father encouraged you to start on your own. Did he hand-hold you till you could manage independently?

He is like a silent business partner as his expertise is in pricing, sourcing and finance. However, I started and run the company. My expertise lies in innovation, retail, marketing and branding.

Did you want to strike out on your own? What did you want to do when you returned toIndiaafter studying abroad?

I worked with Zenith for three years as marketing director until I saw an opportunity to build a luxury technology company as young Indians were looking for aspiration products, but at an affordable price and at an accessible place. The decision-making was shifting from father to children and wife. The idea was to create a tech brand that was about the senses, not just science.

What are the risks that you have had to take?

Luxury and technology seem to be an oxymoron as people associate that word only with hospitality, fashion, etc. We took the risk of marketing televisions like haute couture with five-star services and that risk paid off as Vu is the only brand having high-end TVs after Sony, Samsung and LG.

Who would you consider your mentor on your journey? Why?

My dad. He is very encouraging. Even atmidnight, I can barge into his room with a business idea and he will give precise, well thought-out advice. The best part is that he insists I make my own decisions.

Do you have discussions with your father on business?

All the time and throughout the year – 24x7x365.

What is your style of management?

I try to focus on the larger picture and delegate small matters to my team because my capacity to understand risk is actually less. My father has seen tougher times, so he is more hands-on as an entrepreneur.

What do you want to achieve for your company?

We want to be the innovator that competitors emulate, whom young Indians want to work for, and what customers want to buy.

What are the lessons in leadership that you have learnt from your father?

Always look ahead. Sometimes I feel that my father is younger than me because he is so future-oriented.

What do you wish young people like you did more to achieve success in business compared to the previous generation?

The young need to get out of their comfort zone. Take a train to a suburb, converse with the help, eat at simple places. You can’t build an organization inIndiasitting in a glass tower.

What makes you angry at the workplace?

People who don’t follow up [on work>. And slow people. Technology is not an industry for the complacent.

What is the oft-voiced excuse that you hear? How do you counter that?

Mujhe bola nahin tha. I just fire the idiot!

You give a lot of talks on leadership. What do you tell young entrepreneurs?

Depends on the subject, but some of the most common subjects are luxury technology, entrepreneurship journey, young women in business etc.

You design jewelry. Any plans to come out with an exhibition or get into a business with it?

If I can collaborate with a jewelry house, I would be open to it. But I don’t have the time to retail or distribute my own diamond jewelry although my designs have always got a lot of appreciation.

What is the book you are reading now?

Indira Gandhi’s biography by Katherine Frank. Currently I am on the chapter where she has just become the Prime Minister, and its inspiring to see how she overcame her own reserved personality to become a leader.

What are your hobbies?

I am a creative person, so anything with colour and structure is my hobby - be it music, cooking or art.