Pradeep Rathod

Cello World

Architect of the Cello World 

From a family business founded by his father Ghisulal Rathod in 1962, Mr. Pradeep Rathod has Cello World into a consumer goods powerhouse. Growth and innovation supported by capacity building have been the key ingredients of Mr. Rathod’s strategic expansion. 

Under his long-standing leadership, the company has built a formidable portfolio of more than 17,000 stock keeping units  (SKUs) across three core segments of consumerware, writing instruments and moulded furniture and allied products. The company launched more than 700 new products in FY24 alone.

Mr. Rathod’s foresight and ability to predict future trends are rooted in his four decades of experience in the plastic and thermoware industry. Associated with Cello since the beginning of his career, Mr. Rathod has demonstrated his longstanding commitment to the company’s growth. Launch of new categories (glassware and opalware), cleaning aids and writing instruments exemplify his determination to stay ahead of the curve. 

One of his bold approaches has been to invest in capacity expansion to be able to scale the business. To add to the existing 14 manufacturing facilities in six locations, he has invested INR250 crore in FY24 in commissioning a new glassware plant in Rajasthan. This makes Cello the only domestic consumer products company with presence across all material types to have in-house glassware manufacturing unit. 

Different initiatives over the years have made Cello a household name, leading to a successful INR1,900 crore-IPO in 2023. An INR730 crore-qualified institutional placement (QIP) added to the firepower, which Mr. Rathod plans to use to mainly expand the distribution network and manufacturing capacity. Revenue grew 11% in FY24 while PAT saw a jump of 25%, based on a potent combination of expansion and digital transformation.

Mr. Rathod remains committed to sustainability, especially in manufacturing practices. Cello has cut factory waste by 5% and expanded solar power to five facilities. He is propelling Cello World to become the top choice for consumers across India.