CEL

What CEL does

CEL is a privately held Singapore-domiciled supply chain consulting and technology firm, founded in 2005, that serves medium and large enterprises operating in emerging markets across Asia, South America, Africa, and Oceania. The company is structured around three pillars: management consulting engagements (network design, route-to-market, distribution and collection network design, research and studies), proprietary digital products (SIMCEL for modelling and simulation, SFO for sourcing footprint optimization, and GreenMetrix for supply chain GHG emissions monitoring built on the GHG Protocol and GLEC Framework), and people development (APICS/ASCM certification training plus supply chain competitions and industry events).

The firm's technology stack centers on supply chain simulation, optimization modeling, and advanced data analytics integrated with supply chain domain expertise, deployed through cloud-based platforms. SIMCEL enables C-level scenario planning across cost, capacity, sales, service level, inventory, profitability, ROI, and ROA. GreenMetrix delivers automated Scope 3 emissions reporting. The latest product extension is the Vietnam Plastic Recycling Map (launched March 2025), an interactive platform cataloguing 1,150+ actors in Vietnam's plastic recycling value chain.

CEL generates revenue through project-based enterprise consulting engagements delivered under multi-year contracts, supplemented by subscription/recurring data and software services tied to its proprietary platforms. Go-to-market is direct enterprise field sales targeting supply chain decision-makers, with no reseller or intermediary channel. The company operates from headquarters in Singapore and a regional office in Ho Chi Minh City, Vietnam, supported by a remote international team of 11-50 employees spanning 8 nationalities. The Managing Partner is Julien Brun, based in Ho Chi Minh City.

Name

CEL

Legal name

CEL

Website

https://cel-consulting.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

CEL is a Singapore-headquartered supply chain consulting and technology firm founded in 2005, serving medium and large enterprises in emerging markets across Asia, South America, Africa, and Oceania with proprietary simulation, sourcing optimization, and GHG emissions tools.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Consultancy Services: Supply chain and operations consulting engagements delivering quantifiable value to clients with typical ROI greater than 10x in the first year
2. Data & Software Services: Technology solutions including simulation tools, dashboards, algorithms, and cloud services delivered as part of consulting engagements or standalone digital products

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

CEL is a Singapore-headquartered consultancy and technology firm that delivers supply chain and operations consulting (network design, route-to-market, distribution and collection network optimization) together with proprietary technology products — SIMCEL (business simulation), GreenMetrix (CO2 monitoring), and SFO (sourcing footprint optimization) — to medium and large enterprises in emerging markets across Asia, South America, Africa, and Oceania. The firm also delivers APICS/ASCM professional certification training and supply chain talent development programs.

Product overview

CEL offers a portfolio of supply chain consulting, technology products, and professional training. The core technology platform includes SIMCEL (modelling and simulation), GreenMetrix (CO2 emissions monitoring), and SFO (sourcing footprint optimization). These are complemented by consulting services covering network design, route-to-market, and distribution optimization, along with professional certification training (APICS CSCP, CPIM, CLTD, CPSM) and talent development programs including competitions and events. The company serves clients across Asia, South America, Africa, and Oceania in emerging markets.

Differentiator

Problem solved

Functional benefit

Brands

• SIMCEL: Modelling & Simulation tool for supply chain business simulation and decision support.
• GreenMetrix
• SFO

Products and services

• Supply Chain Consulting Services Consultancy services including Network Design, Route-To-Market, Distribution Network, Collection Network, and Research & Studies for demand management, supply chain, and logistics in emerging markets, delivered to medium and large enterprises in Asia, South America, Africa, and Oceania.
• SIMCEL Advanced Business Simulation tool that builds granular models of clients' distribution networks, representing actual business logics with high precision. Enables analysis of current performance, identification of operational and business opportunities, and simulation of improvement scenarios to evaluate feasibility and quantify benefits (cost, capacity, sales, service level, inventory, profitability, ROI, ROA).
• GreenMetrix Supply Chain GHG Emissions Monitoring Solution powered by CEL, based on GHG Protocol and GLEC Framework. Consolidates companies' supply chain data and computes accurate, granular measures of CO2 emissions, displayed via a Comprehensive GHG Online Dashboard with capability to automate report generation and monitor full supply chain footprint over time.
• SFO - Sourcing Footprint Optimization Sourcing Footprint Optimization tool that helps companies optimize their sourcing strategies and supplier network design across emerging markets.
• APICS/ASCM Certification Training Programs

Quantifiable outcome

• Typical ROI greater than 10x in first year for consulting engagements
• +6 more outcomes

Named customers10 records

Segments11 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Supply Chain AsiacoreStrategic or Co-development Partner · 1 January 2024Strategic partner supporting the CEL Future Supply Chain Talent Championship competition, providing industry endorsement and visibility for the competition targeting undergraduate students interested in supply chain management.
• Supply Chain Logistic GroupcoreStrategic or Co-development Partner · 1 January 2024Industry partner collaborating on the Future Supply Chain Talent Championship competition to promote supply chain education and talent development in Vietnam.
• Vietnam Supply Chain CommunitycoreStrategic or Co-development Partner · 1 January 2024Local industry community partner for supply chain talent competition and professional development initiatives.
• Vietnam Chamber of Commerce and IndustriescoreStrategic or Co-development Partner · 1 January 2024Institutional partner supporting supply chain competitions and industry development initiatives.
• Foreign Trade University (Vietnam)coreStrategic or Co-development Partner · 1 January 2024University partner hosting SCMission competition and collaborating on supply chain talent development programs.
• RMIT University (Australia)coreStrategic or Co-development Partner · 1 January 2024Academic partner collaborating on Logisticom competition and supply chain education initiatives.
• Hong Kong Logistics AssociationcoreStrategic or Co-development Partner · 1 January 2024Regional partner for Asia Logistic Case Competition, connecting CEL with broader Asian supply chain ecosystem.
• The Fresh ConnectioncoreStrategic or Co-development Partner · 1 January 2024Global competition partner for The Global Student Challenge in Supply Chain Management, an international web-based simulation competition.
• Plastic OdysseyminorStrategic or Co-development Partner · 1 January 2024Initiated Vietnam Plastic Recycling Value Chain research as support for Plastic Odyssey Vietnam Land Expedition in September-October 2024.
• GHG ProtocolcoreTechnology or Integration · 1 January 2024Framework standard used as basis for GreenMetrix supply chain GHG emissions monitoring solution.
• GLEC FrameworkcoreTechnology or Integration · 1 January 2024Global Logistics Emissions Council framework used for supply chain emissions calculation in GreenMetrix solution.
• APICS/ASCMcoreStrategic or Co-development Partner · 1 January 2024Official training partner providing CPIM, CSCP, CLTD, and CPSM certification programs in emerging markets.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Miebach Consulting: Miebach is a global supply chain and operations consulting firm offering network design, transportation, and production planning services. It is the closest direct peer to CEL, with comparable boutique positioning, multi-vertical supply chain expertise, and proprietary optimization tools, though Miebach serves a broader geographic footprint and larger client base.
• Camelot Management Consultants: Camelot is a specialty supply chain and value chain management consultancy with proprietary tools and methodologies for supply chain design and optimization. Direct competitor to CEL in the boutique supply chain consulting space, with a similar model combining domain consulting with technology assets.
• Staufen AG: Staufen is a German-origin management and operations consulting firm with deep supply chain, production, and lean operations practices. Comparable to CEL in its emphasis on supply chain transformation projects, technology-enabled consulting, and operations improvement methodologies for industrial clients.
• Chainalytics: Chainalytics was a specialty supply chain consulting firm offering network optimization, transportation, and procurement advisory before being acquired by Accenture. Direct peer in scale and service mix, with similar proprietary modeling capabilities and a focus on supply chain design for mid-to-large enterprises.

Broad incumbents

• McKinsey & Company: McKinsey's Operations Practice serves large enterprises on supply chain transformation, network design, and procurement at global scale. Represents the high end of the competitive landscape that CEL's mid-market and emerging-market positioning works around, with significantly greater resources and brand.
• Boston Consulting Group: BCG's Operations and Supply Chain practices serve global enterprises on end-to-end supply chain strategy and transformation. Competes for large-scale transformation engagements and sets pricing benchmarks in the supply chain consulting category.
• Bain & Company: Bain's Operations practice offers supply chain optimization, procurement, and performance improvement work for global corporations. Overlaps with CEL on network design and operations improvement but typically targets Fortune 500-scale clients.
• Accenture: Accenture operates a large Supply Chain & Operations practice globally, complemented by the Chainalytics acquisition. The broadest incumbent competing for supply chain transformation budgets, with implementation capabilities CEL does not offer.
• Deloitte: Deloitte's Supply Chain & Network Operations practice serves multinational clients with consulting, technology, and managed services. Overlaps with CEL on network design and analytics, and competes for the same multi-country transformation mandates.

Emerging players

• ToolsGroup: ToolsGroup provides supply chain planning, inventory optimization, and demand sensing software. Comparable to CEL's SIMCEL/SFO from a software-only perspective; represents the productized-supply-chain-tech category that CEL's tools could compete with or partner alongside.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/celconsultingasia
• Facebookfacebook.com/CELConsultingVietnam
• LinkedInlinkedin.com/company/cel-consulting/mycompany
• Pinterestau.pinterest.com/CELConsultingVN
• Xx.com/cel_consulting

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 CEL