CELLO as a brand made its inception through its founder Shri. Ghisulal Rathod in 1974. Cello started its journey making Thermoware for Indian kitchens from a small factory at Mumbai, in 1986. Today under the able stewardship of Shri G. D. Rathod, along with his sons, Shri Pradeep Rathod and Shri Pankaj Rathod,have successfully taken the group into its next generation further with his grandson, ShriGauravRathod. They have led the diversification of the group into new products and markets, resulting in Cello becoming the largest manufacturer of branded commodities in India and worldwide , with a wide range of plastic molded products.

Cello ventured into manufacturing of elegant, versatile and durable Plastic Molded Furniture bringing convenience and style to consumers at surprisingly economical prices, made from special grade plastic and state of the art moulds from Italy. Cello Pens was created in 1995 which exploded on the scene with cello clear pens with Swiss Tips and German Ink. The revolutionary new smear free smooth flowing pen not just took the market by storm but marked a new era in writing instruments. Further to this a new feather in the cap was the inception of Cello Oral Hygiene Products in the year 1997. Cello marched towards Exports in the year 1990 which won the titles of ‘The Largest Exporter of Insulated Thermoware and Writing Instruments from India’and Winner of the Prestigious Plex Council Award as ‘Highest Exporter’. Turning to innovation in the field of Extrusion Technology cello set up processing of Bubble Guard Sheets in 2003-04 with a range of products for interior, advertising, packaging and construction application.

The flying saucer of cello not only stopped with the above but entered into Construction activities which includes commercial, residential and malls in the year 2005 being successful into multiple projects on Pan India basis. And now launched its new product ‘cello Air Coolers’ in 2015.

CELLO has spearheaded the modernization of Indian plastic industry with many technology advancements. The world acknowledges its outstanding quality, which always seeks perfection. Million families in India and millions around the world have put their trust in cello. To delight and deliver beyond expectation through ingenious strategy implied entrepreneurship impaired technology, innovative products, insightful marketing and inspired thinking about the future. To establish the company as ‘India’s Best Company’ being the Marketing Objective cello brand is a top rung group with a vision of Uncompromising Quality and Total Consumer Satisfaction.