Cello World Acquires Cello Brand Trademark for Stationery
Filing Summary
Cello World Limited has entered into an agreement to acquire the trademark for the “Cello Brand” for stationery and writing instruments from Cello Plastic Industrial Works (CPIW) on a zero-royalty basis. This acquisition follows the completion of the trademark purchase from BIC Group by CPIW, a member of Cello World’s promoter group. Cello World plans to operate its stationery and writing instruments under the Cello and Unomax brands. The company will invest approximately ₹50 crore to enhance its manufacturing infrastructure and anticipates generating ₹200 crore in revenue in 2026.
Cello World Limited has announced the acquisition of the trademark for the “Cello Brand” for stationery and writing instruments from Cello Plastic Industrial Works (CPIW) on a zero-royalty basis. This agreement follows a previous announcement on November 11, 2025, regarding Cello World’s intention to bring the “Cello” brand for stationery and writing instruments under its umbrella. CPIW, a member of the promoter group of Cello World, completed the acquisition of the trademark from BIC Group.
The financial terms of the agreement include a zero-royalty arrangement for the use of the “Cello Brand” in the stationery and writing instruments categories. Cello World plans to invest approximately ₹50 crore over the next year to enhance its manufacturing infrastructure for these products. The company anticipates generating revenues of ₹200 crore from the “Cello Brand” in its first year of operations, starting January 2026.
Operationally, Cello World will manage its stationery and writing instruments portfolio under two brands, Cello and Unomax. The company intends to leverage its existing infrastructure to manufacture products under the “Cello Brand.” This strategic move aims to consolidate Cello World’s presence in the consumer ware market, particularly in the stationery and writing instruments segment.
The acquisition of the “Cello Brand” trademark aligns with Cello World’s strategy to expand its product offerings and strengthen its market position. The company operates 14 manufacturing facilities across six locations in India, enabling it to produce a diverse range of products in-house. Cello World has a distribution network comprising over 3,800 distributors and 145,000 retailers across India.
The timeline for the implementation of this agreement begins in January 2026, with Cello World expecting to generate significant revenue from the “Cello Brand” within the first year. The company will focus on enhancing its manufacturing capabilities and expanding its distribution network to support the growth of its stationery and writing instruments business.
Cello Plastic Industrial Works, a member of the promoter group of Cello World, played a crucial role in acquiring the trademark from BIC Group. CPIW’s involvement underscores the strategic importance of the “Cello Brand” in Cello World’s business operations.
Cello World Limited is a key player in the consumer ware market in India, with a presence in consumer houseware, writing instruments and stationery, moulded furniture, and consumer glassware categories. The company focuses on innovation, expanding its distribution network, and enhancing its manufacturing capabilities to grow its market share and product offerings.