Diversification Strategies at Cello
![Diversification Strategies at Cello](../../../images20/line-png-16800.png)
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 |
![Diversification Strategies at Cello](../../../images20/line-png-16800.png)
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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