Cello
Cello World is a Mumbai-based, publicly listed Indian consumer houseware manufacturer that designs, produces, and sells kitchen appliances, tableware, glassware, storage, and drinkware through D2C e-commerce and physical retail, primarily serving Indian consumer households and the hospitality sector.
- Company typePublic
- Founded2023
- HeadquartersMumbai, India
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cello does
Cello World Limited is a Mumbai-based, publicly listed (BOM: 544012) consumer houseware manufacturer founded in 1958 and operating across India with 1,001-5,000 employees. The company designs, manufactures, and sells a diversified portfolio spanning kitchen appliances (Steelox mixer grinders, Airmate air fryers, Slow Juice cold press juicers), tableware, glassware, kitchen storage containers, molded furniture, writing instruments, and kids' drinkware (Kidzbee, Quench Pro). It runs a multi-brand houseware strategy with wholly-owned subsidiary Wim Plast supporting plastic products.
Cello operates a hybrid go-to-market combining direct-to-consumer e-commerce (celloworld.com) with physical retail and wholesale distribution across India. The company targets Indian consumer households as its primary segment and the hospitality sector as a secondary channel, with no publicly disclosed pricing tiers beyond a mid-range consumer goods positioning. Revenue is generated almost entirely through hardware sales across these categories.
The company's growth trajectory is supported by a new Falna glassware plant commissioned in February 2025 (targeting 70-80% utilization for import substitution), a Rs 1,900 crore IPO completed in October 2023 via offer-for-sale by the Rathod family, and earlier Rs 360 crore growth capital from ICICI Venture in November 2022. Most recently, Q4 FY2026 quarterly sales rose 11% YoY to Rs 653.59 crore, though full-year net profit declined 2.16% and operating margin compressed from 22.96% to 19.73%, suggesting margin pressure offsetting top-line momentum.
Cello firmographics
Firmographics- Name
- Cello
- Legal name
- Cello World Limited
- Website
- https://celloworld.com
- Company type
- Public
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Cello World is a Mumbai-based, publicly listed Indian consumer houseware manufacturer that designs, produces, and sells kitchen appliances, tableware, glassware, storage, and drinkware through D2C e-commerce and physical retail, primarily serving Indian consumer households and the hospitality sector.
- Ownership category
- akta.pro rank
Cello industry classification
Industry- Product category
- Consumer Houseware and Kitchenware
- NAICS
- Small Electrical Appliance Manufacturing (33521)
- SIC
- Household Audio & Video Equipment (3651)
- akta.pro primary industry
- Foodservice/To-Go Packaging (Cups, Clamshells, Cutlery) (IMALAHAM)
- akta.pro secondary industry
- Foodservice Disposables (cups, plates, bowls, trays, clamshells) (IMAMAHAI)
Keywords
Where Cello is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Cello business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Consumer Houseware Sales: Revenue generated from manufacturing and selling consumer houseware products including kitchen appliances, tableware, glassware, molded furniture, and writing instruments. The company operates in B2C and B2B channels across India.
- Product Portfolio Diversification: Multiple product categories including Slow Juicer, Mixer Grinder, Air Fryer, Kids products (Kidzbee), Travel Tumblers (Quench Pro), Tableware, Kitchen containers, and writing instruments generate diversified revenue streams.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels1 record
Cello product offering
Product offeringCore offering
Cello World manufactures and sells consumer houseware products including kitchen appliances (mixer grinders, air fryers, slow cold press juicers), tableware, glassware, kitchen storage containers, kids drinkware, insulated travel tumblers, molded furniture, and writing instruments. The company operates a multi-brand portfolio (Steelox, Airmate, Kidzbee, Quench Pro, Slow Juice) serving Indian households and the hospitality sector through e-commerce and physical retail channels.
Product overview
Cello World is a Mumbai-based consumer houseware company offering a diverse portfolio of household products. The product lineup includes kitchen appliances (slow cold press juicers, mixer grinders, air fryers), drinkware (insulated tumblers, kids flasks), and kitchen/tableware collections. The company operates under a multi-brand strategy with product lines including Steelox (kitchen appliances), Quench (drinkware), Kidzbee (children's products), and Airmate (air fryers), serving various household segments from professional kitchen equipment to everyday consumer goods.
Differentiator
Problem solved
Functional benefit
Brands
- Steelox: Kitchen appliances brand including mixer grinders
- Airmate
- Kidzbee
- Quench Pro
- Slow Juice
Products and services
- Cello Slow Cold Press Juicer
Quantifiable outcome
- 11% increase in quarterly sales to Rs 653.59 crore in Q4 FY2026
- +1 more outcomes
Companies that use Cello
Customer profileSegments2 records
Ideal customer profiles2 records
Cello technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Cello partnerships and signals
Strategic signalScale indicators9 records
Recent moves7 records
Expansion highlights4 records
Cello competitors and assessment
Company assessmentBroad incumbents
- Havells India: Diversified Indian electrical and consumer durables major with growing presence in kitchen appliances and personal care. A much larger, broader incumbent with overlapping kitchen appliance SKUs to Cello.
- Bajaj Electricals: Large Indian durables conglomerate with a broad kitchen and home appliance portfolio (mixer grinders, toasters, irons, fans). Overlaps with Cello across multiple appliance categories at much greater scale.
Direct peers
- Butterfly Gandhimathi Appliances: Indian kitchen appliances brand (mixer grinders, cookers, gas stoves, table-top wet grinders) under the Butterfly label. Closely comparable mid-market positioning to Cello's kitchen appliance portfolio.
- Hamilton Housewares: Indian housewares and tableware player (Opus, Citiplus and Hamilton brands). Explicitly cited alongside Cello as a top-tier India tableware brand competing in glassware, dinnerware and storage.
- TTK Prestige: India's largest branded kitchen and home appliances company (pressure cookers, mixer grinders, gas stoves, induction cooktops). Direct competitor across Cello's core kitchen appliance category with much larger scale and brand heritage.
- Hawkins Cookers: Iconic Indian pressure cooker and cookware brand. Competes with Cello in adjacent cookware and kitchen categories and shares a similar legacy mid-market Indian consumer base.
- La Opala RG: India's dominant opal glassware and tableware manufacturer. Directly competes with Cello in glass dinnerware and tableware; one of the few peers explicitly named alongside Cello in the India tableware market.
- Borosil: India's leading glassware and kitchenware brand (microwavable containers, glass tumblers, dinnerware). Directly comparable to Cello's glassware, tableware and kitchen storage lines, and named alongside Cello as a major India tableware player.
- Stove Kraft (Pigeon): Kitchen and home appliance maker behind the Pigeon brand (mixer grinders, pressure cookers, gas stoves, breakfast appliances). Direct competitor in Cello's kitchen appliance category with overlapping distribution channels.
- Milton (Hamilton Company): Market-leading Indian drinkware and thermos brand (tiffins, flasks, water bottles, insulated tumblers). Directly comparable to Cello's Quench Pro, Kidzbee and insulated travel product lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
Cello social profiles
Digital presenceCello financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cello leadership team
Management profileNumber of profiles
Profiles1 record
Cello subsidiaries and ownership
Company hierarchySubsidiaries1 record
Cello funding detail
Funding detailFunding overview
Funding rounds2 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cello M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cello
What does Cello do?
Cello World manufactures and sells consumer houseware products including kitchen appliances (mixer grinders, air fryers, slow cold press juicers), tableware, glassware, kitchen storage containers, kids drinkware, insulated travel tumblers, molded furniture, and writing instruments. The company operates a multi-brand portfolio (Steelox, Airmate, Kidzbee, Quench Pro, Slow Juice) serving Indian households and the hospitality sector through e-commerce and physical retail channels.
Is Cello a public or private company?
Cello is a public company. It is classified as public and is currently operating.
When was Cello founded?
Cello was founded in 2023. It employs 1,001 to 5,000 people.
Where is Cello based?
Cello is headquartered in Mumbai, India, in the Asia region.
How does Cello make money?
Two revenue lines are on record. Consumer Houseware Sales are the primary driver. The others are product Portfolio Diversification.
Who are Cello's main competitors?
Broad incumbents on record are Havells India and Bajaj Electricals. Direct peers are Butterfly Gandhimathi Appliances, Hamilton Housewares, TTK Prestige, Hawkins Cookers, La Opala RG, Borosil, Stove Kraft (Pigeon) and Milton (Hamilton Company).
Does Cello have an API?
No public API is recorded for Cello.
What industry is Cello in?
Cello's product category is Consumer Houseware and Kitchenware. Its primary akta.pro industry code is IMALAHAM, Foodservice/To-Go Packaging (Cups, Clamshells, Cutlery), with a secondary code of IMAMAHAI, Foodservice Disposables (cups, plates, bowls, trays, clamshells). Its NAICS code is 33521 and its SIC code is 3651.