Cello World reacquires "Cello Brand" for stationery, writing instruments

Cello World Limited (CWL) has agreed to acquire the "Cello Brand" trademark for stationery and writing instruments from Cello Plastic Industrial Works (CPIW), a promoter group member, on a zero-royalty basis. This follows CPIW's acquisition of the trademark from BIC Group. The move integrates the "Cello Brand" for these categories under CWL's umbrella, expanding its presence in the consumer ware market.

CWL will operate its stationery and writing instruments portfolio under two brands, Cello and Unomax. The company plans an investment of approximately ₹50 crore over one year to enhance its manufacturing infrastructure for these products.

Cello World Limited anticipates generating revenues of ₹200 crore from the "Cello Brand" in its first year of operations, commencing in January 2026. This strategic acquisition aligns with CWL's objective to bring the "Cello" brand back for stationery and writing instruments under its direct management.