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Rejected but not Wasted


Affiliations
1 COER School of Management, Roorkee, Uttarakhand, India
2 Agro Tech Food, New Delhi, India
     

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CELLO is one of the leading brands with 37% market share in plastic industry of India. Cello started with a small factory in 1986 with seven machines and a workforce of sixty with the manufacturing of casseroles, which was a very new concept at that time for Indian customers. Today, it soared to six plants in different parts of the country viz., Daman, Baddi, Kolkata, Pune, Chennai and Haridwar, with human capital of 10000 employees, over 300 engineers and plastic technologists. The diverse product portfolio includes Kitchen wares, Thermowares, Furniture, Home Appliances and Writing Instruments.
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  • Rejected but not Wasted

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Authors

V. K. Jain
COER School of Management, Roorkee, Uttarakhand, India
Rajesh Upadhyay
COER School of Management, Roorkee, Uttarakhand, India
Priyanka Meena
Agro Tech Food, New Delhi, India
K. R. Ansari
COER School of Management, Roorkee, Uttarakhand, India

Abstract


CELLO is one of the leading brands with 37% market share in plastic industry of India. Cello started with a small factory in 1986 with seven machines and a workforce of sixty with the manufacturing of casseroles, which was a very new concept at that time for Indian customers. Today, it soared to six plants in different parts of the country viz., Daman, Baddi, Kolkata, Pune, Chennai and Haridwar, with human capital of 10000 employees, over 300 engineers and plastic technologists. The diverse product portfolio includes Kitchen wares, Thermowares, Furniture, Home Appliances and Writing Instruments.