Wim Plast Ltd is the company behind the CELLO brand of plastic furniture and household products, a name that has been on Indian shelves for more than five decades. Incorporated in 1988 and led by a chairman with over 40 years of experience who also built India’s largest writing-instruments brand, the business has always been about making durable, design-led plastic goods affordable for homes, schools, hotels and government buyers. That recurring approach - in-house design, pan-India manufacturing, and distribution that reaches every kind of customer - explains everything that follows.
Business segments
Two engines that feed each other - a consumer-products manufacturing platform built on the CELLO brand, and an in-house mould-making capability that supplies both its own factories and outside customers.
1. Plastic moulded furniture and consumer products: the branded manufacturing engine
The company makes one of India’s largest ranges of plastic-moulded furniture and household goods under the CELLO brand, selling through every channel from corner stores to government portals - all from factories it owns across the country.
- Largest range in its category - the portfolio spans chairs, baby chairs, tables, trolleys, cabinets, extrusion sheets, air coolers, dustbins and industrial pallets, described as the largest range in plastic moulded furniture across all categories.
- Premium products for hospitality - a range aimed at the HORECA (Hotel, Restaurant, Café) market is positioned as a replacement for high-end wooden or steel chairs, part of a deliberate push into premiumization at competitive prices.
- Kids range with licensed characters - the company launched a sub-brand called ‘Kidzbee’ and acquired rights from well-known studios and franchises to use their intellectual property on products for children and families.
- Factories in every zone - production facilities are located in all four zones of India (North, South, East, West), with plants in Daman, Baddi, Chennai, Haridwar, Kolkata and Pardi, plus 10 depots, so the company can compete with local manufacturers on both cost and delivery speed.
- Omnichannel distribution - products reach customers through retail stores, modern trade, all major e-commerce platforms, the company’s own online portal, and the Government E-Marketplace (GEM) portal for institutional supplies.
2. Moulds and dies: the precision toolroom that also sells outside
The company designs and makes its own moulds in-house - the steel tools that shape every plastic chair and table - and sells them to external customers too, including the automobile industry.
- In-house design, in-house control - every product is designed and executed internally, with a dedicated design and development centre and testing labs at the plants that check quality at every stage of production.
- A separate revenue stream - the moulds and dies business is reported as a distinct segment, generating revenue from external sales alongside the work it does for the company’s own furniture factories.
- Serves the auto industry - the mould-making capability extends to moulds for automobiles, broadening the customer base beyond plastic furniture.
Group structure and partners
Wim Plast Ltd was the listed manufacturing arm of the Cello group until a court-sanctioned restructuring in May 2026 folded its manufacturing business into a new subsidiary and merged the remaining shell into its parent, Cello World Limited - after which Wim Plast ceased to exist.
- Controlled by the Rathod family - the holding company, Cello World Limited (itself listed on BSE and NSE), held 54.92% of Wim Plast and was jointly controlled by Pradeep G. Rathod and Pankaj G. Rathod along with their immediate families.
- Parent is a consumer-goods trader - Cello World Limited is primarily engaged in trading plastic and rubber products such as water bottles, storage containers, lunch carriers, glassware and steel flasks, making Wim Plast the manufacturing backbone of the group’s branded goods.
- A two-step restructuring - under a Composite Scheme of Arrangement effective 27 May 2026, the Manufacturing Business (furniture, sheets, coolers, dustbins, pallets and moulds) was demerged into Cello Consumer Products Private Limited, and the remaining entity was amalgamated into Cello World Limited, after which Wim Plast Ltd stood dissolved.
- Royalty arrangement with a group firm - the company had a registered user agreement with Cello Plastic Industrial Works, a partnership where its directors are partners; in October 2023, the partnership waived the royalty of up to 1% on sales.
- A loan to the parent - in March 2023, Wim Plast extended an unsecured loan of up to Rs. 50 Crores to Cello World Pvt. Ltd. to fund expansion of its thermoware, vacuumware and writing-instruments businesses.