Cellecor Gadgets aims to achieve ₹5,000-crore revenue in three years: Ravi Agarwal

NEW DELHI: Homegrown mobile phone and electronics maker Cellecor Gadgets expects to reach ₹5,000-crore in annual revenues, driven by portfolio expansion, including premium products, and growing uptake of consumer appliances.

"We are targeting revenue of around ₹1,800–₹2,000 crore during the current financial year. Over the next three years, we aim to achieve about ₹5,000 crore in revenue from the Indian market," Ravi Agarwal, Co-founder and Managing Director, Cellecor Gadgets told ET.

The top executive said that future growth would be driven primarily by the consumer appliances segment, where categories such as air conditioners, washing machines and Smart TVs continue to offer "tremendous long-term opportunities" to the company.


"Manufacturing in India remains a part of our long-term roadmap," the top executive said, adding that its Africa operations are expected to contribute nearly ₹500 crores in revenue during the first year after commencement of commercial production, with the potential to scale to nearly ₹3,000 crore over the subsequent two to three years.

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The consumer electronics and smart appliance brand is setting up a manufacturing unit in Liberia, West Africa, and is investing close to Rs 300 crore.

Agarwal further said that the government has already taken several positive initiatives under the Make in India programme.

"Going forward, additional measures that encourage domestic brands, promote higher localisation, incentivise value addition and strengthen the competitiveness of Indian manufacturers would further accelerate the growth of indigenous consumer electronics companies."

Delhi-based Cellecor competes in the mid-premium segment alongside brands such as TCL and Hisense, and according to him, offers consumers an optimal balance of quality, affordability and after-sales service.

"Our offline distribution network remains the foundation of our business, contributing over 90% of our revenue. Company's e-commerce strategy focuses on introducing differentiated SKUs and premium product variants that are exclusive to online platforms."

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The domestic electronics maker said it has a network of more than 2,000 authorised service centres directly managed through Cellecor's service ecosystem, supported by an extended network of about 3,500 service locations across India.

"We have also partnered with leading financial institutions, including Bajaj Finance, Pine Labs, HDB Financial Services and Home Credit, to offer financing solutions in tier II, III and IV markets, making premium consumer electronics more accessible," Agarwal added.

The company continues to focus on the featurephone segment across semi urban and rural areas.

"The Indian smartphone market continues to be dominated by large Chinese brands with substantial financial resources and aggressive pricing strategies. At this stage, we believe our capital is better utilised in categories where we can build sustainable profitability and long-term value."

The homegrown electronics maker is focusing on strengthening the software ecosystem within its Smart TV portfolio.

"Since entering the Smart TV category, we have continuously enhanced our offerings by introducing Google TV, WebOS, Tizen, Jio TV and, shortly, Fire TV models. These partnerships allow us to offer consumers a richer connected entertainment experience while differentiating our products within the market."

Cellecor's top executive said that the collaborative approach allows the company to provide consumers with the latest software platforms and connected television experiences while maintaining flexibility across the product portfolio.