Cello World
Listing performance
Scheduled dates
Tentative timetable — a past date is not confirmation the step completed
Issue details
- IPO date
- 30 Oct 2023 – 01 Nov 2023
- Listing date
- 06 Nov 2023
- Face value
- ₹5 per share
- Issue price
- ₹648 per share
- Lot size
- 23 shares
- Issue type
- Book Building issue
- Total issue size
- ₹1,900 Cr
- Market cap at offer price
- ₹13,753 Cr
- Promoter holding
- 91.80% → 78.06% pre-issue → post-issue
- ISIN
- INE0LMW01024
- Registrar
- MUFG Intime India Pvt.Ltd.
- Lead managers
- Kotak Mahindra Capital Co.Ltd.
- Registered office
- 597/2A, Somnath Road, Dabhel, Nani Daman, Dadra and Nagar Haveli and Daman and Diu
Reservation and application size
How the issue is split between investor categories, and what each may bid
| Investor category | Shares | % of net | % of total |
|---|---|---|---|
| Anchor investor · within QIB | 87,49,999 | — | — |
| Market maker | 0 | — | — |
Application size
Minimum 23 shares per lot, in multiples, at ₹648
| Application | Lots | Shares | Amount |
|---|---|---|---|
| Retail (min) | 1 | 23 | ₹14,904 |
| Retail (max) | 13 | 299 | ₹1,93,752 |
| S-HNI (min) | 14 | 322 | ₹2,08,656 |
| S-HNI (max) | 67 | 1,541 | ₹9,98,568 |
| B-HNI (min) | 68 | 1,564 | ₹10,13,472 |
Category limits
| Category | Bid size | Cut-off |
|---|---|---|
| Retail (RII) | Up to ₹2 lakh | Yes |
| Small HNI (sNII) | ₹2 lakh – ₹10 lakh | No |
| Big HNI (bNII) | Above ₹10 lakh | No |
| Employee | Up to ₹5 lakh | Yes |
Bidding at cut-off means accepting the final issue price without naming one. Only retail and employee applicants may do so.
Anchor investors
Institutional allocation placed a day before the issue opens, carved out of the QIB portion and locked in after listing.
Valuation and performance
Valuation at offer price
| Metric | Pre-issue | Post-issue |
|---|---|---|
| EPS (₹) | 13.65 | — |
| P/E (×) | 47.47 | — |
| Market cap | — | ₹13,753 Cr |
Key performance indicators
- Return on net worth
- 23.17%
- ROCE
- 44.48%
- Debt / equity
- 0.62
- PAT margin
- 15.90%
- NAV per share
- ₹56.84
Single period as reported. Year-on-year movement is in the financials table below, where every period is published.
About Cello World
Cello World Limited, incorporated on July 27, 2018 as a private limited company and converted to public limited company on June 12, 2023, is a leading consumerware company in India. The company operates through its subsidiaries across multiple product categories including consumer houseware (plastic containers, bottles, kitchenware), writing instruments and stationery (pens, pencils, stationery products), moulded furniture and allied products, and consumer glassware. According to the Technopak Report, the Indian consumerware market increased from ₹305 billion in Fiscal 2020 to ₹348 billion in Fiscal 2022, at a CAGR of 6.9%. The company holds an 8% market share in the branded consumerware market and 4.9% in the overall consumerware market for Financial Year 2023. The company manufactures products both in-house and sources from third-party contract manufacturers, primarily for steel and glassware products. Its brands include 'Cello', 'Unomax', 'Kleeno', 'Puro', and sub-brands like 'Chef', 'H2O', 'Modustack', 'Maxfresh', and 'Duro'.
Company Analysis
from RHPCello World Limited is a prominent player in India's consumerware market, operating across consumer houseware, writing instruments and stationery, moulded furniture, and consumer glassware categories.
Cello World Limited, incorporated on July 27, 2018 as a private limited company and converted to public limited company on June 12, 2023, is a leading consumerware company in India. The company operates through its subsidiaries across multiple product categories including consumer houseware (plastic containers, bottles, kitchenware), writing instruments and stationery (pens, pencils, stationery products), moulded furniture and allied products, and consumer glassware. According to the Technopak Report, the Indian consumerware market increased from ₹305 billion in Fiscal 2020 to ₹348 billion in Fiscal 2022, at a CAGR of 6.9%. The company holds an 8% market share in the branded consumerware market and 4.9% in the overall consumerware market for Financial Year 2023. The company manufactures products both in-house and sources from third-party contract manufacturers, primarily for steel and glassware products. Its brands include 'Cello', 'Unomax', 'Kleeno', 'Puro', and sub-brands like 'Chef', 'H2O', 'Modustack', 'Maxfresh', and 'Duro'.
Objects of the Issue
- Achieve the benefits of listing the Equity Shares on the Stock Exchanges and carry out the Offer for Sale by the Selling Shareholders Up to ₹19,000.00 million p.27
- The Offer comprises Offer for Sale of Equity Shares by Selling Shareholders Up to ₹ 19,000.00 million p.74
- Achieve the benefits of listing the Equity Shares on the Stock Exchanges and carry out the Offer for Sale ₹19,000.00 million p.111
Issue Structure
- Total Issue
- Up to ₹19,000.00 million
- Fresh Issue
- Not applicable
- Offer for Sale
- Up to ₹19,000.00 million (Offer for Sale by Selling Shareholders)
- Price Band
- [●] (to be determined)
- Lot Size
- [●] (Minimum Bid Lot to be decided)
- Face Value
- ₹5 per equity share
Business Model
Cello World generates revenue from the sale of consumer houseware products (plastic containers, bottles, kitchenware), writing instruments and stationery products, moulded furniture, and consumer glassware products. The company operates through multiple distribution channels: General Trade (80.58% of FY2023 revenue), Export (7.80%), Online sales including e-commerce marketplaces and own websites (7.91%), and Modern Trade (3.71%). The company sources raw materials on a purchase order basis without long-term contracts, and manufactures certain products in-house while sourcing others from third-party contract manufacturers.
Business Segments
SWOT Analysis
- • Prominent market position in Indian consumerware market(p.26)
- • Strong market share in branded consumerware segment(p.26)
- • Diversified multi-category portfolio(p.26)
- • Recognized flagship brands(p.48)
- • Diversified product portfolio across consumer categories(p.50)
- • Strong brand recognition in organized consumer products(p.55)
- • Significant registered intellectual property(p.55)
- • Improved capacity utilization trajectory(p.53)
- • Established insurance coverage for major assets(p.62)
- • Market-leading position in branded consumerware with 8% share of branded market(p.156)
- • Strong distribution network across India with 51,000+ retailers(p.157)
- • Diversified product portfolio across multiple categories and materials(p.158)
- • Track record of product innovation and category creation(p.157)
- • Established brand recognition and consumer trust spanning decades(p.158)
- • Diversified product portfolio across all material types with presence across glassware, opalware, melamine and porcelain(p.200)
- • Only domestic consumer products company with in-house glassware manufacturing capability across all material types(p.203)
- • Strong brand recognition with Cello awarded as one of most trusted brands of India in 2021(p.199)
- • Track record of scaling new businesses with glassware/opalware revenue growing at 36.40% CAGR and writing instruments at 41.03% CAGR(p.201)
- • Pan-India distribution network with 717 distributors and 58,716+ retailers across consumer houseware segment(p.202)
- • 78.65%-82.63% of revenue from in-house manufacturing enabling supply chain control and quality management(p.203)
- • Strong historical financial performance with revenue CAGR of 30.84% (FY2021-2023) and PAT margin of 15.87%(p.204)
- • Diverse portfolio of consumer products across categories(p.295)
- • Established subsidiary network with strong geographic presence(p.295)
- • Revenue growth trajectory across reporting periods(p.288)
- • Improving profitability with consistent margins(p.288)
- • Diverse subsidiary portfolio across consumer products categories(p.394)
- • Strong revenue growth trajectory(p.376)
- • Profitability and earnings per share growth(p.385)
- • Diversified product portfolio across multiple categories with 15,891 SKUs(p.467)
- • Strong pan-India distribution network with 717 distributors and 58,716 retailers for consumer houseware(p.467)
- • In-house manufacturing capability with 13 facilities, generating 78.65-82.63% of revenue from in-house operations(p.467)
- • Trusted 'Cello' brand with 60+ years of family experience in consumer products(p.466)
- • Strong financial performance with 32.19% YoY revenue growth in FY2023 and 15.72% net profit margin(p.488)
- • Proven ability to scale new product categories (glassware 36.4% CAGR, writing instruments 41.03% CAGR)(p.467)
- • Growing business scale and capacity expansion to support increased production(p.492)
- • Operational leverage from solar power generation at manufacturing facilities(p.492)
- • Workforce expansion and operational infrastructure to support scale(p.492)
- • Significant IP portfolio with 371 registered designs and 19 registered trademarks(p.507)
- • Established multi-location manufacturing infrastructure across strategic regions(p.506)
- • Heavy dependence on third-party suppliers for raw materials without long-term contracts(p.42)
- • Reliance on third-party contract manufacturers for certain products(p.44)
- • Non-ownership of key brand trademarks(p.46)
- • Trademark licenses dependent on Cello Plastic Industrial Works renewal(p.46)
- • Concentrated promoter ownership limits strategic flexibility(p.49)
- • No proceeds from IPO to be received by the company(p.49)
- • History of delays in statutory dues payments(p.49)
- • Dependence on related party arrangements for real estate(p.60)
- • Significant unsecured loans from promoters that are recallable at any time(p.53)
- • Rajasthan facility construction delays and ramp-up risks(p.50)
- • High attrition rates among full-time employees(p.57)
- • Expired regulatory approvals requiring renewal(p.51)
- • Litigation against promoters involving material amount(p.61)
- • High concentration of shareholding among promoter family members(p.108)
- • Limited financial proceeds from IPO as it is structured as Offer for Sale(p.111)
- • Trademark ownership vested in CPIW partnership firm, not in company; dependent on trademark license agreements(p.220)
- • Heavy reliance on third-party contract manufacturers for steel and glassware products representing 17.37%-20.63% of sales(p.217)
- • Manufacturing facilities concentrated in five locations with five facilities in Daman creating geographic concentration risk(p.210)
- • Significant lease dependencies for manufacturing facilities with 8 Daman units leased from related party Cello Household Appliances Private Limited(p.212)
- • Dependence on trademark licenses from Promoter Group with risk of renewal failure(p.40)
- • Trademark brand name conflicts with competitor(p.40)
- • Wim Plast Limited subsidiary publishes separate financial statements on different schedules(p.51)
- • Risk of inability to manage integration and realize benefits of Wim Plast acquisition(p.54)
- • Significant dependence on trade receivables and working capital management(p.287)
- • Complex capital structure with instruments entirely equity in nature(p.287)
- • Material operating losses in associate company(p.288)
- • Significant inventory holdings requiring careful management(p.287)
- • Significant dependence on related party transactions and financing(p.363)
- • High concentration of promoter shareholding(p.355)
- • Contingent liabilities related to tax disputes(p.386)
- • Compulsory Convertible Preference Shares with cash settlement alternatives outside company control(p.367)
- • High exposure to raw material cost volatility, particularly plastic granules and polymers derived from oil(p.469)
- • Significant reliance on stock-in-trade purchases from external suppliers, representing 13.17%-22.91% of total expenses(p.469)
- • Limited ability to control timing and magnitude of raw material price increases or pass costs to consumers(p.469)
- • Dependence on distribution network performance; vulnerability to disruptions in product delivery(p.470)
- • Significant elevation in operating costs including labour, fuel and logistics(p.492)
- • Substantial increase in electricity consumption costs despite solar generation(p.492)
- • Capital intensity of business requiring continuous investment in plant and machinery(p.493)
- • Dependence on licensed trademarks for key brands with renewal risk(p.508)
- • Outstanding litigation from major competitor regarding non-compete clauses(p.500)
- • Growing Indian consumerware market(p.26)
- • Expanding stationery market(p.26)
- • Presence in multiple product categories and channels(p.26)
- • Continued innovation and product range expansion(p.50)
- • Expand distribution network in domestic and international markets(p.64)
- • Growing consumer preference for eco-friendly and sustainable products(p.50)
- • Expansion into moulded furniture and allied products category(p.59)
- • Online sales channel growth potential(p.63)
- • Rapid growth of branded consumerware market at 13% CAGR through FY 2027(p.156)
- • E-commerce channel expanding from 9% to 12% market share by FY 2027(p.156)
- • Organized retail penetration expected to increase to 20% by FY 2025(p.149)
- • High growth in Small Kitchen Appliances category at 9.3% CAGR to reach INR 195 Bn by FY 2027(p.163)
- • Rising consumer awareness driving shift to branded products for safety and quality(p.157)
- • India's young demographic with 54% population aged 15-49 years driving consumption(p.148)
- • Growing middle class with households earning USD 10,000-50,000 expanding to 42.5% by 2020(p.148)
- • Indian consumer houseware market expected to grow at 14.6%-18.6% with branded play increasing to 68% by FY2027(p.167)
- • Porcelain market growing at 15.6% CAGR to reach INR 4 Bn by FY2027 with only 5% current share(p.168)
- • Opalware market growing at 12.8%-15.9% with branded share increasing from 87% to 93% by FY2027(p.169)
- • Stationery market growing at 14% CAGR to reach INR 657 Bn by FY2027 from INR 385 Bn in FY2023(p.174)
- • Moulded furniture market growing at 17.3% CAGR with branded play expected to reach 63% by FY2027(p.182)
- • Significant expansion capacity planned including new Rajasthan glassware facility with 20,000 tonnes annual capacity(p.205)
- • Export market opportunity for writing instruments with 20% growth rate in FY2021 and India exporting ~US$ 217 million(p.176)
- • Expansion into new product categories and market segments(p.296)
- • Strategic acquisitions through common control business combinations(p.300)
- • Capital investment in capacity expansion and infrastructure(p.329)
- • Strategic investments in financial instruments and alternative asset classes(p.340)
- • Geographic expansion with growing export revenues(p.386)
- • Capital expenditure expansion plans(p.386)
- • Acquisition and consolidation strategy in consumer products segment(p.399)
- • Enhanced financial position post-IPO with reduced debt burden(p.423)
- • Expansion of presence in under-penetrated Indian geographies and increase penetration in existing markets(p.470)
- • Improvement in manufacturing efficiency through automation and capacity utilization enhancement(p.470)
- • Expansion of product portfolio across price points and categories leveraging 'Cello' brand equity(p.468)
- • Growth through modern trade, e-commerce, and online marketplace channels beyond traditional distribution(p.468)
- • Continued growth in established new product categories (glassware, opalware, stationery)(p.467)
- • Expansion of opalware capacity and glassware manufacturing facility in new regions(p.493)
- • Expected significant capex deployment for capacity growth and modernization(p.496)
- • Listing access to capital markets providing growth financing platform(p.509)
- • Profitable and growing business with strong profitability metrics(p.492)
- • Volatility in raw material prices, particularly plastic granules and polymers(p.42)
- • Dependence on crude oil price fluctuations affecting raw material costs(p.42)
- • Geopolitical risks in China supply chain(p.44)
- • Significant competition from larger players with greater resources(p.47)
- • Brand reputation vulnerability to external factors and adverse publicity(p.48)
- • Litigation risk from competitor BIC Clichy over Cello brand and non-compete agreements(p.46)
- • Seasonality in business operations(p.50)
- • Seasonal demand fluctuations and weather dependency(p.50)
- • Rapid changes in consumer preferences difficult to predict(p.50)
- • Rising inflation impacting costs and margins(p.68)
- • Negative perception of plastic products harming demand(p.50)
- • Counterfeiting and unfair trade practices reducing sales(p.56)
- • Macroeconomic slowdown and reduced consumer spending(p.66)
- • Supply chain disruptions and equipment breakdowns(p.54)
- • Foreign exchange fluctuation risk(p.72)
- • Intense competition from established branded players like Milton, Borosil, and La Opala(p.160)
- • Unbranded players still dominating with 39-70% market share across categories(p.164)
- • General trade still dominant at 79% market share despite organized retail growth(p.156)
- • Rising input costs and currency fluctuation risks in manufacturing(p.151)
- • Change in customer preferences requiring constant product innovation and increasing cost pressure for smaller manufacturers(p.172)
- • Macro-economic factors including COVID-19 and lower GDP growth reducing discretionary spending on non-essentials(p.172)
- • Increased competition with emergence of new players offering similar products at competitive prices affecting profit margins(p.172)
- • Volatility in raw material commodity prices linked to global markets affecting base prices and operating margins(p.172)
- • Significant presence of unbranded players in organized and e-commerce markets with cheap prices and similar offerings(p.172)
- • Geopolitical disruptions and relationship stress between countries affecting domestic market adversely(p.172)
- • Environmental and pollution control regulations impose compliance costs and penalties(p.229)
- • Water pollution control compliance requirements and enforcement(p.229)
- • Air pollution standards enforcement with penalties(p.230)
- • Plastic waste management compliance with environmental compensation levies(p.230)
- • Hazardous waste management liability for improper handling(p.230)
- • Single-use plastic prohibition impacts product categories(p.230)
- • Material credit risk embedded in trade receivables portfolio(p.348)
- • Foreign exchange and commodity price volatility affecting operations(p.319)
- • Dependence on continued credit facilities from lenders(p.351)
- • Competitive pressure in consumer products manufacturing and distribution(p.295)
- • Working capital requirements and liquidity pressures(p.423)
- • Exposure to foreign exchange fluctuation risks(p.378)
- • Customer concentration risk in certain distribution channels(p.386)
- • Significant warranty and product quality obligations(p.368)
- • Significant competition from larger competitors with greater resources and advertising budgets(p.470)
- • Crude oil price volatility impacts plastic granule and polymer costs, key raw materials(p.469)
- • Risk of steel and glassware product price fluctuations from international contract manufacturers(p.469)
- • Market demand fluctuations based on consumer spending patterns and economic cycles(p.469)
- • Significant competition from larger competitors with greater resources and brand recognition(p.498)
- • Seasonality and weather-dependent demand volatility(p.498)
- • Brand dilution risk from competitor using same 'Cello' brand name(p.508)
- • Exposure to foreign currency and commodity price volatility(p.497)
- • Dependence on product price increases to offset inflationary input costs(p.497)
Promoters
| Name | Role | Pre-Issue | Post-Issue |
|---|---|---|---|
| Pradeep Ghisulal Rathod | Promoter | 27,299,997 equity shares (12.86%) | — |
| Pankaj Ghisulal Rathod | Promoter | 35,099,997 equity shares (16.54%) | — |
| Gaurav Pradeep Rathod | Promoter | 54,600,000 equity shares (25.73%) | — |
| Pradeep Ghisulal Rathod | Promoter | 27,299,997 equity shares (12.86%) | — |
| Pankaj Ghisulal Rathod | Promoter | 35,099,997 equity shares (16.54%) | — |
| Gaurav Pradeep Rathod | Promoter | 54,600,000 equity shares (25.73%) | — |
| Gaurav Pradeep Rathod | Promoter | 25.73% | — |
| Pankaj Ghisulal Rathod | Promoter | 16.54% | — |
| Pradeep Ghisulal Rathod | Promoter | 12.86% | — |
| Pankaj Rathod Family Trust | Promoter Group | 9.19% | — |
| Babita Rathod Family Trust | Promoter Group | 9.19% | — |
| Pradeep Ghisulal Rathod | Promoter | — | — |
| Pankaj Ghisulal Rathod | Promoter | — | — |
| Gaurav Pradeep Rathod | Promoter | — | — |
| Pradeep Ghisulal Rathod | Promoter/Chairman and Managing Director | As part of collective 55.13% pre-issue holding | — |
| Pankaj Ghisulal Rathod | Promoter/Joint Managing Director | As part of collective 55.13% pre-issue holding | — |
| Gaurav Pradeep Rathod | Promoter/Joint Managing Director | As part of collective 55.13% pre-issue holding | — |
| Mr. Pankaj Rathod | Promoter | 18.00% | — |
| Mr. Pradeep G Rathod | Promoter | 14.00% | — |
| Mr. Gaurav P Rathod | Promoter | 28.00% | — |
| Pankaj Rathod Family Trust | Promoter Group | 10.00% | — |
| Babita Rathod Family Trust | Promoter Group | 10.00% | — |
| Pradeep Ghisulal Rathod | Promoter/Chairman & Managing Director | — | — |
| Pankaj Ghisulal Rathod | Promoter/Joint Managing Director | — | — |
| Gaurav Pradeep Rathod | Promoter/Joint Managing Director | — | — |
| Pradeep Ghisulal Rathod | Promoter/Chairman and Managing Director | — | — |
| Pankaj Ghisulal Rathod | Promoter/Joint Managing Director | — | — |
| Gaurav Pradeep Rathod | Promoter/Joint Managing Director | — | — |
| Sangeeta Pradeep Rathod | Promoter Group | — | — |
| Babita Pankaj Rathod | Promoter Group | — | — |
| Ruchi Gaurav Rathod | Promoter Group | — | — |
| Pradeep Ghisulal Rathod | Promoter/Selling Shareholder | — | — |
| Pankaj Ghisulal Rathod | Promoter/Selling Shareholder | — | — |
| Gaurav Pradeep Rathod | Promoter/Selling Shareholder | — | — |
| Sangeeta Pradeep Rathod | Selling Shareholder | — | — |
| Babita Pankaj Rathod | Selling Shareholder | — | — |
| Ruchi Gaurav Rathod | Selling Shareholder | — | — |
Leadership
Auto-extracted from the company's RHP using AI, with each fact linked to its source passage (hover any row to see the quote & page). Provided for research only, not investment advice — verify against the official RHP before relying on it.