About Cello World Limited

Cello World Limited, formerly known as Cello World Private Limited, is one of India’s most recognised and diversified consumer houseware and appliances companies. Its journey dates back to 1962, when the late Ghisulal Dhanraj Rathod was associated with Cello Plastic Industrial Works and the brand “Cello.” Over time, the group expanded into moulded furniture in 1988 through Wim Plast Limited, entered writing instruments in 1995, and diversified into glassware and cleaning aids between 2009 and 2015. In 2018, Cello World Private Limited was incorporated, followed by the launch of the UNOMAX writing instruments brand in 2019. The company restructured in 2022 with investments from ICICI Venture and Tata Capital, and it was successfully listed on NSE and BSE in 2023.

Today, Cello World operates across three major business categories: Consumer Houseware, Writing Instruments & Stationery, and Moulded Furniture & Allied Products. Its product lines include kitchenware, insulated bottles, storage solutions, crockery, furniture, schoolware, and premium dining collections. With 14 state-of-the-art manufacturing units in Daman, Haridwar, Falna, Baddi, Chennai, and Kolkata, Cello maintains in-house production strength, which contributes 77 per cent of sales. The company serves over 1.5 lakh retailers through 4,000 distributors, supported by modern retail and e-commerce channels, with exports spanning Asia, the Middle East, and Africa.

Cello World Limited Business Segments

Cello’s diverse portfolio is spread across:

• Consumer Houseware: Thermoware, drinkware, cookware, crockery, kitchen appliances, cleaning aids, and modular storage solutions.

• Writing Instruments & Stationery (UNOMAX): Pens, markers, geometry boxes, crayons, pastels, and highlighters.

• Moulded Furniture & Allied Products: Chairs, tables, cupboards, study desks, kids’ furniture, crates, dustbins, and air coolers.

Premiumisation is a strategic focus, with newer offerings such as Solitaire, Regal, and Divine crockery collections, high-quality designer furniture, and premium writing sets.

Cello World Limited Key Management

• Mr. Pradeep Ghisulal Rathod – Chairman and Managing Director
  

• Ms. Hemangi Trivedi – Company Secretary and Compliance Officer
  Cello world

Latest Updates on Cello World Limited

• The company launched over 2,500 new SKUs, including the Glassware 2025 collection and the Kidzbee children’s range. It commissioned a new glassware facility at Falna, Rajasthan, with a 20,000-tonne annual capacity, and expanded opalware manufacturing. Campaigns featuring brand ambassador Amitabh Bachchan strengthened emotional connect, while digital-first strategies deepened youth engagement. 
• On governance, the company announced the Cello ESOP-2025 Scheme, adoption of revised Articles of Association, and reappointment of several Independent Directors. Additionally, it raised Rs 737 crore through Qualified Institutional Placements (QIP) to fund growth and capacity expansion.