Diversification Strategies at Cello

Case Code: BSTR658
Case Length: 9 Pages
Period: 2013-2021
Pub Date: 2023
Teaching Note: Available

Price: Rs.300
Organization : Cello World Private Limited
Industry : Home Appliances & Consumer Products
Countries : India
Themes: Diversification, Brand Development, Brand Extension

Abstract Case Intro 1 Case Intro 2 Excerpts

About Cello Group

The Cello Group traced its origins to the PVC footwear and bangles manufacturing unit owned by the Rathod family. Ghisulal Rathod learnt the intricacies of the business and decided to come up with his own brand of plastic products. Inspired by the celluloid film used to make bangles, he decided to call it Cello. He started the company in Mumbai in the year 1967 with seven machines and 60 workers. At the time, plastic was gaining popularity over steel, brass, and related materials due to its affordability and durability..

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