Entrepreneurship to innovation is what we can reflect about Ghishulal Rathod, the founder of the World's leading kitchenware CELLO World.
Sustaining in the market, by its means requires a rigid and ceaseless continuation. But, still, some manufacturing heroes somehow, tackle the sustainability challenge with their brand diversification strategies. Transiting from plastics to steel, and then adopting infusion to give rise to new brand identity, Shri Ghisulal Rathod, with CELLO Group stands apart as a diversified manufacturer of plastic moulded products.
From the meek inception by manufacturing PVC footwear and bangle manufacturing to the largest manufacturing unit of Casseroles, Cello group created a 1, 500 crore empire. Cello has revolutionized the modernization of the Indian plastic moulding industry by evolving the outstanding quality which is always in the queue of manufacturing excellence. To accomplish the goals of emerging as a freedomfacturer and bringing manufacturing freedom, it has come up with uncompromising quality and the client’s satisfaction.
It has extended its manufacturing portfolio of about 1,700 products in various categories. Therefore, it has emerged as one of the biggest brands in India. With a booming retail network of 50, 000 and a flock of around 6000 employees, it is capable of generating a revenue of 1500 crore per annum.
Cello group, as a brand was founded by Shri Ghisulal Rathod in 1974. Starting from thermo-ware manufacturing for the Indian Kitchens from a small factory in Mumbai in 1986, it now stands apart under the leadership of Shri GD Rathod and his sons. Cello has attained his, manufacturing excellence in the most versatile and durable plastic molded furniture at such a price that takes aback the consumers.
The earlier years in Indian Manufacturing Industries have witnessed a demand for plastic products from the factories to common households. Steel, Brass, and other heavy items were considered as unreliable as they were costly and having a typical handling requirement. Plastic products, being lighter and durable became a focal point of the preference of the common people.
Footwear and bangle were their beginning. From there, they became a supplier to other plastic companies also. Being unorganized, they forged to work with different partners. Thus, by no means they lagged in the plastic manufacturing market.
Having played the role of a supplier, Shri Ghisulal Rathod thought to emerge as the original brand in the market. And, there came the name CELLO.
Transforming manufacturing scenario with observation
For casseroles dishes in the Kitchen, it became a hallmark. The idea of casseroles dishes dates back to the time when the Ghisulal Rathod, during a trip to the USA observed the Americans storing their food in small round-small-shaped plastic containers. The containers were capable of reserving the warmth of the food or any other perishable good. Realizing the importance of the observation for Indian manufacturing as well as the household applications, he thought that it is suitable for the Indian lifestyle. He launched the casseroles in India in late 1980. Being the first plastic product in the Indian kitchens, it became the breakthrough in Cello’s manufacturing purview.
From casseroles, the company decided to expand its diversified products to steelware, glassware, kitchen, appliances, melamine, and cleaning products. One of the consequences of Cello’s diversification is the rising cello pen which is continuing Cello’s legacy. It was neither the common people nor the elite people, who analyzed that a pen made of 90 % plastic could perform better in the market. It was Ghisulal Rathod, the unsung freedomFacturer who did this wonderful job.
Multi-formity in manufacturing: Sustaining the Brand’s identity
What has helped cello to sustain itself in the market is its ideology of adopting diversification. The analysis of the evolution of a brand as a new segment is vital for sustaining any brand’s identity. The existence in the product category during the time of its sales hike helps a lot to earn profit from the sudden demand rise. The rule is simple- if a customer’s perception is changed, then the manufacturer’s anticipation has to be changed to sustain in the market.
Analyzing the customer’s transition from plastic products to steel, Cello put its step in manufacturing operations in blending and as a result, it started manufacturing steel flasks and bottles. The sudden comeback of the steel was not able to create much halt as there was already a plan of cross product with the new design and appearance This is the reason why people became ready to accept the products like bottles, jars, casseroles, lunch packs which were a hybrid combination of steel’s inner lining and outer layer of the plastics.
And, this led to the evolution of Cello’s space in non-stick cookware, pans, grills, toasters, coffee makers, grinders, blenders, kettles, and many more. In 2014, Cello entered into the newer segments such as glassware in 2014 and opal ware during 2017. Moreover, it exports 15 % of its products to Middle East, Europe, and South America, showing manufacturing excellence in the direction of Make In India.
Acknowledging the varying market trends, Cello is missioned to enhance a stronger connection with the customers, which in turn will uplift the company’s market presence. Adapting as per the market situation gives 100 % assurance to the manufacturing independence of a brand.
From the meek inception by manufacturing PVC footwear and bangle manufacturing to the largest manufacturing unit of Casseroles, Cello group created a 1, 500 crore empire. Cello has revolutionized the modernization of the Indian plastic moulding industry by evolving the outstanding quality which is always in the queue of manufacturing excellence. To accomplish the goals of emerging as a freedomfacturer and bringing manufacturing freedom, it has come up with uncompromising quality and the client’s satisfaction.
It has extended its manufacturing portfolio of about 1,700 products in various categories. Therefore, it has emerged as one of the biggest brands in India. With a booming retail network of 50, 000 and a flock of around 6000 employees, it is capable of generating a revenue of 1500 crore per annum.
Cello group, as a brand was founded by Shri Ghisulal Rathod in 1974. Starting from thermo-ware manufacturing for the Indian Kitchens from a small factory in Mumbai in 1986, it now stands apart under the leadership of Shri GD Rathod and his sons. Cello has attained his, manufacturing excellence in the most versatile and durable plastic moulded furniture at such a price that takes aback the consumers.
The earlier years in Indian Manufacturing Industries have witnessed a demand for plastic products from the factories to common households. Steel, Brass and other heavy items were considered as unreliable as they were costly and having a typical handling requirement. Plastic products, being lighter and durable became a focal point of the preference of the common people.
Footwear and bangle were their beginning. From there, they became a supplier to other plastic companies also. Being unorganised, they forged to work with different partners. Thus, by no means they lagged in the plastic manufacturing market. Having played the role of a supplier, Shri Ghisulal Rathod thought to emerge as the original brand in the market. And, there came the name CELLO.
Transforming manufacturing scenario with observation
For casseroles dishes in the Kitchen, it became a hallmark. The idea of casseroles dishes dates back to the time when the Ghisulal Rathod, during a trip to the USA observed the Americans storing their food in small round-small-shaped plastic containers. The containers were capable of reserving the warmth of the food or any other perishable good. Realizing the importance of the observation for Indian manufacturing as well as the household applications, he thought that it is suitable for the Indian lifestyle. He launched the casseroles in India in late 1980. Being the first plastic product in the Indian kitchens, it became the breakthrough in Cello’s manufacturing purview.
From casseroles, the company decided to expand its diversified products to steelware, glassware, kitchen, appliances, melamine and cleaning products. One of the consequences of Cello’s diversification is the rising cello pen which is continuing Cello’s legacy. It was neither the common people nor the elite people, who analyzed that a pen made of 90 % plastic could perform better in the market. It was Ghisulal Rathod, the unsung freedomdacturer who did this wonderful job.
Multi-formity in manufacturing: Sustaining the Brand’s identity
What has helped cello to sustain itself in the market is its ideology of adopting diversification. The analysis of the evolution of a brand as a new segment is vital for sustaining any brand’s identity. The existence in the product category during the time of its sales hike helps a lot to earn profit from the sudden demand rise. The rule is simple- if a customer’s perception is changed, then the manufacturer’s anticipation has to be changed to sustain in the market.
Analysing the customer’s transition from plastic products to steel, Cello put its step in manufacturing operations in blending and as a result, it started manufacturing steel flasks and bottles. The sudden comeback of the steel was not able to create much halt as there was already a plan of cross product with the new design and appearance This is the reason why people became ready to accept the products like bottles, jars, casseroles, lunch packs which were a hybrid combination of steel’s inner lining and outer layer of the plastics.
And, this led to the evolution of Cello’s space in non-stick cookware, pans, grills, toasters, coffee makers, grinders, blenders, kettles and many more. In 2014, Cello entered into the newer segments such as glassware in 2014 and opal ware during 2017. Moreover, it exports 15 % of its products to Middle East, Europe and South America, showing manufacturing excellence in the direction of Make In India.
Acknowledging the varying market trends, Cello is missioned to enhance a stronger connection with the customers, which in turn will uplift the company’s market presence. Adapting as per the market situation gives 100 % assurance to the manufacturing independence of a brand.
