Cello

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.

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

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

• Consumer houseware
• Kitchen appliances
• Tableware products
• Glassware manufacturing
• Drinkware tumblers

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators9 records

Recent moves7 records

Expansion highlights4 records

Broad 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

• Xx.com/hello2cello
• Facebookfacebook.com/celloworldindia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors16 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cello