Diversification Strategies at Cello

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
Diversification Strategies at Cello
Abstract Case Intro 1 Case Intro 2 Excerpts


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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