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

Introduction

In 2021, Cello World (Cello), an Indian-branded consumer houseware company, announced that it would achieve a turnover of Rs.22 billion by 2024. By 2020, the family-owned company had achieved a turnover of Rs.15 billion in the hydration (steel and plastic bottles), thermoware, glassware, and opalware categories. Although the company faced a number of challenges during the Covid-19 pandemic, it was able to overcome them. The company’s Director, Gaurav Rathod (Gaurav), from the third generation of founders, credited its survival and success to its diversification strategy..

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