Down the memory lane with Cello Group Chairman
G D Rathod, Chairman of Cello Group had started the company on May 10, 1986 at a small factory in Goregaon, Mumbai, with just 60 workers and 7 machines, manufacturing casseroles or hot-pots.
By Sayanti Banerjee, |
| G D Rathod, Chairman, Cello Group |
Today the Cello group is a reputed name in the segment of thermoware, household products and writing instruments in India. G D Rathod, Chairman of Cello Group had started the company on May 10, 1986 at a small factory in Goregaon, Mumbai, with just 60 workers and 7 machines, manufacturing casseroles or hot-pots.
Walking down the memory lane, Mr Rathod recalls, ���When we entered the ���hot pot��� category, the concept was very new to the Indian market. Through aggressive media network, we educated the consumer about the benefits and utility of the product which was a runaway success. People still talk about the campaign, ���Say Hello to Cello���.���
The Rathod family was in the business of manufacturing plastics, plastic bangles and plastic PVC footwear. That���s where Mr Rathod learnt the tricks of the trade. Also, inspired by the manufacturing of plastic bangles from celluloid films, he decided upon the brand name ���Cello���.
The product portfolio of the company has also expanded over the years. Mr Rathod elaborates, ���From time to time, we have diversified into value-added plastics introducing categories such as thermoware, moulded furniture, oral hygiene, writing instruments, paper products and plastic packaging.��� Cello has been the recipient of the PLEX Council Award for the leading exporter of thermoware products for 15 years in a row.
Analysing the reasons behind the company���s success, Mr Rathod elucidates, ���The USPs of the insulated-ware category have been their innovative design, offering better product utility value and introducing new concepts from time to time.��� He further adds, ���We were the first to bring out a pen with a rubber grip, the first to introduce the LPHV (Low Pressure High Volume) technology as well as introduce the ���bubble guard��� extrusion sheet boards in Asia.���
Mr Rathod takes great interest in social work during his leisure time. He elucidates, ���It gives me immense pleasure to help the underprivileged people in the society. I have a trust, which actively supports education and funds for medical treatments of the needy. We also provide medical assistance to stray animals and during droughts in Rajasthan, we set up ���gau-shaalas��� (shelter for cows).���
Walking down the memory lane, Mr Rathod recalls, ���When we entered the ���hot pot��� category, the concept was very new to the Indian market. Through aggressive media network, we educated the consumer about the benefits and utility of the product which was a runaway success. People still talk about the campaign, ���Say Hello to Cello���.���
The Rathod family was in the business of manufacturing plastics, plastic bangles and plastic PVC footwear. That���s where Mr Rathod learnt the tricks of the trade. Also, inspired by the manufacturing of plastic bangles from celluloid films, he decided upon the brand name ���Cello���.
The product portfolio of the company has also expanded over the years. Mr Rathod elaborates, ���From time to time, we have diversified into value-added plastics introducing categories such as thermoware, moulded furniture, oral hygiene, writing instruments, paper products and plastic packaging.��� Cello has been the recipient of the PLEX Council Award for the leading exporter of thermoware products for 15 years in a row.
Analysing the reasons behind the company���s success, Mr Rathod elucidates, ���The USPs of the insulated-ware category have been their innovative design, offering better product utility value and introducing new concepts from time to time.��� He further adds, ���We were the first to bring out a pen with a rubber grip, the first to introduce the LPHV (Low Pressure High Volume) technology as well as introduce the ���bubble guard��� extrusion sheet boards in Asia.���
Mr Rathod takes great interest in social work during his leisure time. He elucidates, ���It gives me immense pleasure to help the underprivileged people in the society. I have a trust, which actively supports education and funds for medical treatments of the needy. We also provide medical assistance to stray animals and during droughts in Rajasthan, we set up ���gau-shaalas��� (shelter for cows).���
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Practising yoga has helped Mr Rathod to master the art of managing time and handling everyday stress. When it comes to motivation he says, ���I admire the Tatas for their human values, business ethics and the ability to manage diverse portfolios.���
As a final word Mr Rathod defines what the word ���entrepreneur��� ideally means based on his years of experience. He concludes, ���According to me, a good entrepreneur is a person with a vision to think ahead of his competitors.���
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