### **Overview** Cellecor Gadgets Limited, founded in 2012 as *Unity Communications* by **Mr. Ravi Agarwal**, has evolved into a rapidly growing Indian consumer electronics brand. Listed on the **NSE EMERGE** platform (Scrip Code: CELLECOR), the company has achieved over **100 million product sales** across India, with **₹1,025.95 crore in revenue for FY25** and a targeted **₹1,500+ crore in FY26**. Cellecor is transitioning from a low-profile market participant to a dominant household name through aggressive expansion, innovation, and strategic alignment with national initiatives like *Make in India* and *Atmanirbhar Bharat*. --- ### **Leadership & Structure** - **Founders**: Ravi Agarwal (Managing Director & Promoter), Nikhil Agarwal (Co-founder & Whole-Time Director). - **Workforce**: Over **400 professionals** with strategic hires in e-commerce, R&D, sales, and corporate leadership. - **Key Executives**: - Sanjeev Singh (National Business Head) - Amir Sohail (Head of Products) - Abhay Singh (Head of Corporate Sales) - Nikhil Agarwal leads operations, manufacturing, and expansion, championing an **asset-light, operationally agile model**. --- ### **Business Model & Strategy** Cellecor operates on an **asset-light, outsourced manufacturing model**, partnering with leading Indian OEMs to ensure quality, scalability, and fast time-to-market. The company emphasizes **'Make in India'**, backward integration, and local innovation to deliver affordable, high-quality electronics. #### **Core Strategic Pillars (FY25-26):** 1. **Revenue Diversification**: Expanding into **B2B, institutional, and corporate gifting** to generate stable, non-seasonal revenue. 2. **Omnichannel Expansion**: Strengthening **D2C, retail, e-commerce, quick-commerce, and enterprise sales**. 3. **Product Portfolio Growth**: Diversifying into high-growth, high-margin categories like **home appliances, smart TVs, wearables, and AI-enabled devices**. 4. **Technology & R&D**: Investing in **AI, IoT, semiconductor development**, and smart components through global partnerships. 5. **Brand Building**: Aggressive marketing campaigns and **celebrity endorsements** to enhance recognition and emotional connect. --- ### **Product Portfolio** Cellecor offers **600+ SKUs** across five key categories: 1. **Consumer Electronics**: - QLED & 4K Smart TVs (24" to 98"), including a premium **Evoke brand** line. - Smartphones (5G-enabled), Laptops (Intel-powered for students & professionals). - Audio Devices: TWS earbuds, neckbands, soundbars (Ultra Bar, Tune Bar), and **Party Box/Boom/Thunder Bluetooth speakers**. 2. **Smart Gadgets**: - Smartwatches with HD displays, health tracking, and long battery life. 3. **Home & Kitchen Appliances**: - **Refrigerators, washing machines (fully automatic), air conditioners (1-1.8 ton), geysers, coolers, fans, water dispensers, induction cooktops, air fryers, OTG ovens, juicer-mixer grinders, rice cookers**. 4. **Mobile Accessories**: - Chargers, cables, power banks, adapters. 5. **Institutional Offerings**: - Corporate bundles, employee welfare solutions, procurement-ready tech kits. --- ### **Distribution & Retail Network** Cellecor operates one of the most extensive distribution networks in India: - **Retail Touchpoints**: **70,000+** (target: **80,000**) across 28 states and 8 Union Territories. - **Distributors**: **1,800+** (target: **2,500**) with a focus on Tier II, III, and rural (Bharat 2.0) markets. - **Exclusive Brand Stores**: **8 stores** (Delhi, Bhopal, Mizoram, Leh-Ladakh, Andaman & Nicobar, Barnala, Nanded, Sasaram) serving as **immersive experience hubs**. - **Organized Retail Partnerships**: - Sathya Mobiles, Sangeetha Mobiles, OSIA Hyper Retail, Poojara Telecom, PhoneWale, Umiya Mobile, Ramdev Mobiles, LOT Mobiles, Poorvika Mobiles, BIG C Mobiles, PAI International, Sonovision, B New Mobiles, Rockingdeals, and Happi Mobiles. - **Regional Focus**: Strong expansion in **South India**, with partnerships projected to generate **₹750 crore annually**. --- ### **E-Commerce & Digital Channels** Cellecor is present on **15+ major platforms**, including: - **Core Platforms**: Amazon, Flipkart, Myntra, Ajio, JioMart, eBay. - **Quick-Commerce**: Zepto, Blinkit, Swiggy Instamart, Dunzo, BigBasket, JioMart Express. - **Emerging/Niche**: ONDC, Cred, Pop, GlowRoad, Solv, Tata Neu (in exploration), Paytm Mall, Snapdeal. - **D2C**: Official website with **digital warranty services, doorstep installation, and nationwide delivery**. --- ### **Manufacturing & R&D Partnerships** Aligned with *Make in India*, Cellecor partners with Indian manufacturers for quality, speed, and scalability: - **Key OEMs**: - Dixon Technologies (washing machines, refrigerators, smartphones) - PG Electroplast (ACs, coolers, power accessories) - Winsharp Electronics (Smart TVs via Zetwerk) - EPACK Durable (air conditioners) - Noble Moulders, Light Flame, RG Industries, Veeline Industries, Mekr Technologies, Suman Enterprises #### **New Manufacturing Initiative (Apr 2025):** - **Joint venture with Shenzhen H&T Intelligent Control & Jia Zha Geye Technology** to build a **state-of-the-art facility in India** for: - Intelligent control systems - Sensor modules - Semiconductor chips - AI-powered smart components - The plant will serve **India and global markets** (Asia, Africa, Europe, Americas) with integrated R&D and smart factory technologies (IoT, AI, automation). --- ### **Supply Chain & Logistics** - **Logistics Partners**: DTDC, TCI Express, GATI, Porter, Om Logistics, Express Roadways, XP India, Aeropict Logistics, ST Courier. - **Warehouses**: 11 strategic hubs enabling nationwide inventory control and fast distribution. - **Last-Mile Coverage**: Ensures rapid delivery across urban, semi-urban, and rural markets. --- ### **After-Sales Service & Customer Support** - **Service Network**: **2,000+ service centers** across India. - **Home Service**: Coverage in **25,000+ pin codes**. - **Partnership**: Jeeves Consumer Services (Flipkart subsidiary) for **installation, repair, and end-to-end lifecycle management** across 1,000+ cities. - **In-House Technical Repair Center (TRC)**: Reduced repair turnaround from 10–12 days to **7 days**. - **100% spare part availability**. - **Dedicated App**: Enables **warranty registration, service tracking, live support, and troubleshooting**. --- ### **Marketing & Branding** - **Brand Ambassador**: **Kareena Kapoor Khan** for Smart TV line (Oct 2024). - **Celebrity Campaigns**: Shakti Kapoor, Rajpal Yadav, Gulshan Grover (festive campaign: *Ab Happiness Banegi Aur Bhi Affordable*). - **Digital & Mass Media**: Increased marketing spend for **brand visibility**, supported by affiliate marketing, rewards, and fintech integrations. - **Digital Partnerships**: Airtel Payments Bank, PhonePe, Google Pay, CRED, GrabOn, Wanderon, Pop, Truecaller, Shoogloo. - **E-Commerce & Affiliate Ecosystem**: Pop, Swopstore, Admitad, Global Reward Solutions. --- ### **B2B & Corporate Expansion** - **Target Sectors**: FMCG, IT, Manufacturing, Pharma, BFSI, Automobiles, BPO/KPO, Government. - **Procurement Platforms**: Amazon Business, Industry Buying, Tradelndia, Moglix. - **Government Presence**: Registered on **GeM portal** for public sector tenders. - **Offerings**: - Corporate gifting solutions - Employee welfare tech kits - Customized product bundles (e.g., for Zomato delivery partners) --- ### **Fintech & Payment Integration** - Partnerships with **Bajaj Finserv, HomeCredit, TVS Credit, Pine Labs, PhonePe** for: - Buy Now, Pay Later (BNPL) - No-cost EMIs - Instant digital financing - Enhances **affordability, conversion rates, and purchase accessibility**.