Why Cello

Home > Why Cello

Product Quality

Our four decades of experience in the consumer products industry has enabled us to better understand the preferences and needs of consumers in India. This has enabled us to curate an extensive product portfolio that caters to a diverse range of consumer requirements, and offers a broad range of contemporary products across different ranges, types of material and price points. As of March 31, 2023, we offered 15,841 stock-keeping units (“SKUs”) across our product categories.

Consumer Demand and Products Innovations

In order to cater to evolving consumer demands, we seek to constantly develop and launch new range of products by leveraging our vast experience, market knowledge and innovation capabilities. We have been innovating and introducing new range of products, such as our recently launched writing instruments, cleaning aids, opalware, glassware and cookware range of products and appliances, in order to increase our market share of consumer products market in India as well as grow our revenues and profit.

Safe and Sustainable

Cello has the widest product portfolio across materials from steel, copper, cast iron, aluminium, opal glass, melamine and plastic.

Our nationwide sales and distribution network is supported by our 683 member sales team, as of March 31, 2023. We equip all our field staff across our distribution network with an automated order tracking mobile application, which provides us with data relating to market demand for our products that in turn assists us with forecasting production levels. We have developed and maintain longstanding relationships with our distributors, super-stockists and retailers over the years. Further, our products also reach consumers through modern trade and export channels, e-commerce marketplaces and our own websites. In addition, we also sell our products in bulk quantities to corporate clients and government departments.