The reacquisition of the iconic Cello brand for writing instruments and stationery has begun paying dividends for Cello World Ltd, with the category posting 64% year-on-year growth in the fourth quarter of FY26 and the company targeting more than ₹500 crore in writing instruments revenue during FY27.
In his message to shareholders in the company’s Annual Report 2026, Cello World Chairman & Managing Director Pradeep Ghisulal Rathod said the return of the Cello brand, along with manufacturing expansion and the integration of Wimplast, has positioned the company for its next phase of growth.
Iconic brand returns home
Rathod described the reacquisition of the Cello brand as a defining milestone for the company after it had divested the writing instruments business in 2015.
The strategic move has enabled Cello World to create a complementary dual-brand portfolio comprising Cello and UNOMAX, strengthening its presence across customer segments and price points.
“The acquisition has already begun contributing to business performance,” Rathod said, noting that the writing instruments business delivered 64% year-on-year growth in Q4 FY26, supported by the initial contribution from the Cello stationery brand.
Building on the momentum, the company is aiming to cross ₹500 crore in writing instruments revenue during FY27, reinforcing its long-term growth strategy.
Expanding manufacturing footprint
Cello World continued to strengthen its manufacturing capabilities during the year by commissioning new production lines for steel bottles and select consumer product categories at its Rajasthan facility.
Additional manufacturing capacities are also being brought on stream to support future demand across its businesses.
Rathod said the company would continue investing in innovation, consumer engagement, operational efficiencies and disciplined capital allocation to sustain long-term growth.
Wimplast merger strengthens operations
Another key milestone during FY26 was the successful merger of Wimplast Ltd with Cello World.
According to Rathod, the integration has created stronger synergies across the company’s Consumerware and Moulded Furniture businesses while improving operational efficiencies.
Distribution channels evolve
Cello World also continued to realign its business to changing consumer buying patterns by streamlining its product portfolio and strengthening its distribution network.
Modern trade, e-commerce and quick commerce together now contribute nearly 17% of the company’s revenue, complementing its extensive general trade network and expanding market reach.
Glassware business faces import pressure
The company said its glassware business operated at around 60% capacity utilisation during the year due to pricing pressure from low-cost imports.
Despite the near-term challenges, Rathod expressed confidence in the long-term prospects of the business and said the company would continue investing to improve competitiveness and strengthen its market position.