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


Cello Under Gaurav Rathod

From early childhood, Gaurav had been getting ready to take part in the family business. Every time he visited the office when he was a child, his desire to run the family business grew stronger. At the age of 18, Gaurav did an internship under his grandfather Ghisulal Rathod. He also chose his graduation and Master’s subjects such that they would support him in running the business. Apart from focusing on business education, Gaurav also trained in classical singing for seven years..

Through The Pandemic

The Covid-19 pandemic was a crisis that businesses had never anticipated (Refer to Exhibit V for A Note on the Covid-19 Pandemic). It caused immense damage to lives and to economies. Cello also faced setbacks. The biggest revenue contributor segment for Cello – water bottles, flasks, and tiffin boxes – suffered immensely as schools and colleges were shut..

Looking Ahead

Gaurav had huge plans for the growth of Cello. He said, “We expect to grow 7X in the next three years (by 2025).” Cello grew at a CAGR of 20% for 6 years till 2021 and in the next three years he was looking to have a turnover of ₹22 billion..


Exhibit I: A Brief Timeline of Cello Group
Exhibit II: Competitors of Cello
Exhibit III: Brands under Cello Group
Exhibit IV: Product Segments of Cello
Exhibit V: A Note on the COVID-19 Pandemic

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