What Wim Plast does

Wim Plast, doing business as 'Cello', is an India-based publicly listed manufacturer of plastic furniture and household products with over four decades of operating history. The company designs and produces polypropylene (PP)-based goods across six core categories: furniture (chairs, tables, cabinets, stools organized into collections including Horeca, Lifestyle, Infiniti, Storage, Kids, Comfort, Cafeteria, and Rattan), air coolers (desert, mini desert, personal, window, and commercial), Kleeno-branded waste management products, Bubble Guard protective sheets for construction and packaging, industrial plastic pallets, and utility household items. Its product engineering emphasizes PP blend durability, scratch and weather resistance, space-saving form factors, and DIY-friendly assembly suited to Indian climate and home conditions.

The company serves three primary customer segments: individual residential consumers (B2C, primary), HORECA establishments including hotels, restaurants and cafes (B2B commercial, primary), and institutional buyers such as schools and gyms (B2B, secondary). Go-to-market is multi-channel: direct-to-consumer e-commerce via cellowimplast.com, an India-wide dealer/distributor network accessed through a dealer locator on the website, and a dedicated sales inquiry line (+91 74 0000 7374) for bulk and enterprise orders. Pricing is quote-based and not transparently listed. The corporate structure is publicly listed on an Indian exchange (evidenced by SEBI LODR-compliant investor relations disclosures including annual reports, quarterly results, shareholding pattern, and corporate governance policies), with corporate headquarters at the Cello Corporate Annexe in Goregaon East, Mumbai.

The business model is one-time product sales across physical goods with no subscription, software, or recurring revenue components. The company maintains brand identities including 'Cello' (consumer-facing) and 'Kleeno' (waste management). Geographic operations are domestic India only, with no disclosed international expansion. Strategic priorities evidenced include diversifying into commercial channels (Horeca collection), expanding into construction-adjacent B2B categories (Bubble Guard, Pallets), and building direct e-commerce capabilities alongside the legacy dealer network.

Name

Wim Plast

Legal name

Wim Plast

Website

https://cellowimplast.com

Company type

Public

Founded year

1988

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Wim Plast (Cello) is a publicly listed Indian manufacturer of polypropylene-based furniture, coolers, waste bins, and industrial plastics serving residential consumers, HORECA, and institutional buyers across India via e-commerce and dealer networks.

Ownership category

akta.pro rank

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture Sales: Revenue from plastic furniture including chairs, stools, tables, storage cabinets, and related items sold through e-commerce and dealer network
2. Coolers Sales: Revenue from desert coolers, personal coolers, window coolers, and commercial coolers product category
3. Kleeno (Dustbins) Sales: Revenue from Kleeno branded dustbins and waste management products for commercial and household use
4. Bubble Guard Sales: Revenue from Bubble Guard products including wall panels, false ceilings, door panels, wood protectors, and packaging materials
5. Pallets and Utility Products: Revenue from industrial pallets and utility household/organizational products

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Wim Plast manufactures and sells plastic furniture and household products under the Cello brand, including chairs, tables, stools, storage cabinets, air coolers, dustbins (Kleeno), protective sheets (Bubble Guard), industrial pallets, and utility products. The company uses polypropylene (PP) material technology to produce durable, scratch-resistant, weather-resistant, and space-saving goods for residential, commercial (HORECA), institutional, and industrial customers across India. Products are distributed through the company's own e-commerce site, a dealer/distributor network, and direct sales inquiries.

Product overview

Wim Plast (Cello) is a plastic furniture and home products manufacturer offering a diversified portfolio of six core product lines: Furniture (plastic chairs, tables, cabinets, stools organized into collections including Cafeteria, Comfort, Horeca, Infiniti, Kids, Lifestyle, Rattan, and Storage), Coolers (Desert, Mini Desert, Personal, Window, and Commercial air coolers), Kleeno (waste management and cleaning products), Bubble Guard (protective sheets for construction and packaging), Pallets (industrial plastic pallets), and Utility Products. The company serves residential, commercial, and industrial segments with PP (polypropylene) material-based products designed for durability, weather resistance, and easy maintenance.

Differentiator

Problem solved

Functional benefit

Products and services

• Furniture A comprehensive range of PP-based plastic furniture including chairs, tables, cabinets, stools, and storage solutions organized into collections such as Cafeteria, Comfort, Horeca, Infiniti, Kids, Lifestyle, Rattan, and Storage. Targeted at residential consumers and HORECA commercial establishments in India.
• Coolers Air cooling solutions including Desert Coolers, Mini Desert Coolers, Personal Coolers, Window Coolers, and Commercial Coolers for residential and commercial spaces in India's dry climate.
• Kleeno Dustbins Waste management and cleaning products including commercial and household dustbins designed for cost-effective and hygienic waste handling.
• Bubble Guard Protective Sheets Protective sheet products for construction and packaging applications including Door Panel/Partition, False Ceiling, Floor Protector, Wall Panel, Wood Protector, Wall Facing Board, and printing/packaging solutions.
• Pallets Industrial-grade plastic pallets for material handling, storage, and logistics applications.
• Utility Products Miscellaneous plastic utility products for household and commercial applications.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• IKEA: Global furniture and home goods retailer expanding in India. Relevant as a large incumbent pushing into plastic and modular furniture that competes for the same aspirational Indian household customer Wim Plast targets.
• Crompton Greaves Consumer Electricals: Indian consumer durables player in fans, coolers, pumps, and appliances. Overlaps with Wim Plast on air coolers and shares pan-India dealer distribution dynamics.
• Astral Limited: Indian plastic products leader primarily in piping but expanding into water tanks and adjacent categories. Comparable as a scaled Indian PP-based plastics manufacturer with public-market discipline similar to Wim Plast.
• Bajaj Electricals Limited: Large Indian consumer durables company with air coolers, fans, and appliances overlapping with Wim Plast's Coolers category. Broad incumbent with stronger brand spend and retail footprint.
• Voltas Limited: Tata-group air conditioning and cooling solutions company with an extensive Indian dealer network. Comparable as an Indian cooling-appliance peer and indirect competitor for the Coolers category.
• Supreme Industries Limited: Largest Indian plastic products conglomerate covering packaging, furniture, industrial, and construction segments. Operates far more broadly than Wim Plast but shares the PP-based plastics manufacturing backbone and Indian distribution scale.

Direct peers

• Nilkamal Limited: India's largest plastic furniture and material handling company with a near-identical product portfolio spanning moulded furniture, storage, and crates. Most directly comparable competitor to Wim Plast (Cello) in PP-based consumer and commercial plastic products.
• Symphony Limited: Market leader in residential and commercial air coolers in India. Directly comparable to Wim Plast's Coolers category (Desert, Window, Personal, Commercial) and the strongest single-category peer for that product line.
• Sintex-BAPL Limited: Indian plastic storage, furniture, and water tank manufacturer. Direct overlap with Wim Plast's Storage Collection and Infiniti modular cabinets, particularly in PP-based household plastic furniture.

Others

• Haworth Inc. Global office and institutional furniture manufacturer. Comparable in the Cafeteria, Comfort, and HORECA furniture sub-collections where Wim Plast competes for commercial and institutional seating contracts.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Wim Plast