The story of Cello, one of India’s most beloved household brands, began with a modest factory in Goregaon, Mumbai, equipped with just seven machines and 60 workers. Initially focused on manufacturing PVC shoes and plastic bangles, the business soon evolved into a household name synonymous with durability, affordability, and innovation in the Indian plasticware industry.
During the 1960s, Indian consumers were shifting away from heavy, expensive materials like steel and brass in favour of lightweight plastic alternatives. Recognising this trend, the company pivoted in 1967 to manufacture durable, cost-effective plasticware for Indian homes. This strategic move met a growing demand for functional, affordable kitchen and household items.
In its early days, the company operated in a largely unorganised manner, manufacturing items for other brands. As the business grew, Ghisulal began to realise the importance of branding. He decided to stop being just a manufacturer for others and to build a brand of his own. To transition from a contract manufacturer to a recognised consumer brand, the business acquired a small plastics company and renamed it “Cello.” Inspired by celluloid film, a material used in the making of plastic bangles, the name represented both the company’s roots and its aspirations in the emerging Indian plastic products market.
One of Cello’s most iconic chapters came in the stationery segment. Identifying a gap in the market for high-quality, affordable pens, the brand launched a successful range, including the Cello Gripper, Cello Fine Grip, Maxwriter, and Butterflow. These pens became schoolbag essentials for millions of Indian students. The division’s success led to its acquisition by global brand BIC in 2009, a landmark moment in the Indian stationery market.
In the early 2000s, steel products regained popularity among consumers. Cello once again innovated by introducing hybrid products—steel interiors with plastic insulation—to combine durability, aesthetics, and thermal performance. The launch of insulated bottles, lunch packs, casseroles, and jars appealed to a new generation of Indian consumers.
Ghisulal’s trip to the USA in the 1980s marked a pivotal moment for Cello. There, he noticed a rising demand for casserole dishes—something not yet mainstream in India. Seizing the opportunity, he brought the concept home. The move turned out to be transformational. The insulated casserole became a hit across Indian households, taking the brand into the hearts and kitchens of millions. Recognising their potential for Indian kitchens, Cello launched casseroles designed for Indian usage patterns, effectively bringing a Western concept to the Indian dining room. Today, casseroles remain one of Cello’s flagship products.
With growing consumer trust and brand recognition, Cello expanded beyond plastic into non-stick cookware, kitchen appliances, storage containers, blenders, kettles, and more. These innovations reinforced its image as a comprehensive lifestyle brand committed to simplifying everyday tasks with innovative design and reliable functionality.
Over the past 60 years, the Cello brand has evolved from a niche manufacturer to a pan-India household name. Today, nearly every Indian home owns at least one Cello product, whether it’s a water bottle, pen, tiffin box, or casserole. Its ability to stay relevant across generations while maintaining quality and affordability has made it one of the most trusted Indian consumer brands.
The evolution of Cello is a powerful example of how market insight, adaptability, and innovation can transform a small local venture into a nationally trusted brand. By staying ahead of consumer trends and continuously evolving its product line, Cello has secured its place in the story of modern Indian households.
https://thebetterindia.com/259351/india-icon-cello-brand-history-casserole-pen-steelware-glassware
https://www.socialsamosa.com/2021/06/brand-saga-cello-pens-advertising-journey
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