08-03-2025
Leading with innovation: Versuni on shaping the future of home living
Milena Elmasoğlu, President of the Middle East, Turkey, and Africa region at Versuni, is redefining what it means to lead in today's fast-evolving consumer landscape. A firm believer that leadership is about vision, impact, and adaptability, she is driving innovation, sustainability, and consumer-first solutions that elevate everyday living.
'Innovation is not just about technology—it's about understanding people,' Elmasoğlu shares. 'Consumers today seek more than just appliances; they look for smart, intuitive solutions that simplify life, promote well-being, and align with their values.'
Versuni designs, produces, and markets Philips-branded home appliances under a trademark license from Royal Philips. Building on Philips' 130-year heritage, the company drives innovation to deliver trusted, high-quality solutions that adapt to the ever-evolving needs of its consumers.
Sustainability is central to Versuni's mission. The company designs energy-efficient products, utilises sustainable materials, and adopts eco-friendly packaging to minimise waste.
With an increasing demand for convenience and efficiency, Versuni continues to pioneer home solutions that anticipate consumer needs. With over 900 patents, the company is at the forefront of household innovation.
The Philips Airfryer, a game-changer in healthy cooking, has revolutionised mealtimes by enabling consumers to enjoy their favourite dishes with less oil and more convenience. Beyond the kitchen, the company is transforming floor care, air care, garment care, and coffee machines with proprietary technologies designed to make household tasks more efficient. Whether it's brewing the perfect cup of coffee or simplifying daily chores, Versuni's solutions empower people to make the most of their time and space.
'We don't just create appliances; we design solutions that adapt to how people live today,' says Elmasoğlu. 'Whether it's effortless cooking, improved indoor air quality, high-quality coffee, or garment care that protects delicate fabrics, our goal is to provide innovation that makes a real difference.
Driving change and innovation in today's fast-paced world requires more than just vision—it demands a deep understanding of consumer needs, a commitment to collaboration, and the agility to adapt to an ever-evolving market. At Versuni, this approach is embedded in the company's DNA, with a strong focus on delivering meaningful solutions that enhance everyday life.
Under the leadership of Milena Elmasoğlu, President of the Middle East, Turkey, and Africa region, Versuni has strengthened its reputation as a forward-thinking innovator in the home appliances industry. 'Innovation isn't just about developing new products; it's about staying close to our consumers, understanding their changing lifestyles, and ensuring we provide solutions that truly improve their daily experiences,' says Elmasoğlu.
This philosophy of consumer-first innovation is driven by cross-functional collaboration and a culture of creativity, resilience, and adaptability. By aligning its efforts with emerging trends, Versuni continues to develop high-performance, smart, and sustainable home solutions that empower consumers to live more efficiently and comfortably.
As we mark International Women's Day, it's clear that strong, visionary leadership plays a vital role in shaping industries. Leaders like Milena Elmasoğlu exemplify how empowering teams, embracing diverse perspectives, and fostering an innovation-driven mindset can lead to real transformation—not only in business but in the way people experience their homes and daily lives.
