Our Plan is to Become India’s Next Samsung: Cellecor Gadgets MD

Cellecor Gadgets, a growing name in India’s electronics and home appliances sector, is eyeing significant expansion both domestically and internationally, said Ravi Agarwal, Managing Director, Cellecor. The company clocked a turnover of INR 500 crore last year.

And this year, the company is on track for even greater success. “In the first half of the current fiscal, we have already crossed INR 400 crore and we are confident that the second half will be even better,” shared Agarwal. The company expects to close this year at between INR 800 and INR 1,000 crore. This significant increase signals that Cellecor is not only maintaining its momentum but is also set for exponential growth.

When asked about the company’s best-performing product lines, Agarwal said, “Our highest revenue comes from the home appliances category.” Hearables and wearables, which include products like smartwatches, headphones and speakers, are the second-largest revenue stream. Mobile phones and accessories, while central to the company’s history, now sit at third in revenue generation. “Although we started with mobile and mobile accessories, the industry has not seen much growth in this segment compared to the other two categories,” Agarwal explained.

This strategic diversification enables Cellecor to remain competitive in multiple product segments.

He highlighted that smart TVs will be a major growth area for the company. “We have sold over 20,000 smart TVs per month in the past two years and we see huge potential there,” he explained. The company is focused on further expanding this segment, which it sees as a profitable area where it can take on global competition. “Like the basic mobile phones of the past, the smartphone market is now saturated with Chinese players, making it difficult for us to compete profitably. But smart TVs present a unique opportunity,” he noted.

Cellecor’s restructured priority on smart TVs aligns with consumer trends. The company is adapting to changing demands with different types of TVs and devices that cater to tiered markets, “For example, we sell larger smart TVs like 75-inch, 86-inch and 100-inch models in Tier 1 cities, while semi-automatic washing machines remain popular in Tier 2, 3 and 4 cities.”

Changing Consumer Behavior

In recent years, there has been a noticeable shift in consumer behaviour, with consumers increasingly opting for offline experiences. “In the last six months, online sales have declined across the board. Consumers prefer to touch and feel products before making a purchase, especially in higher priced categories,” observed Agarwal.

This shift plays to Cellecor’s strengths as their business model is more focused on offline retail. The company’s products, ranging from INR 6,000 to INR 2 lakh, are more often purchased from physical stores. “Our offline business is more profitable because platforms like Amazon and Flipkart charge high commissions,” he said, adding that their infrastructure has been designed to support this model for the last five to six years.

As part of its efforts to expand internationally, Cellecor recently opened a subsidiary in Hong Kong. According to Agarwal, the strategic move will strengthen sourcing and reduce costs. “We chose Hong Kong because it allows us to source products at a lower cost. We are also looking at expanding into markets like the UAE, Nepal and South America,” he said. However, the logistical challenges of exporting from India (such as high shipping costs and import duties) mean that Hong Kong will act as a hub to handle orders more efficiently.

Beyond international expansion, Agarwal also hinted at possible partnerships with smaller Indian brands. “Many growing brands in India are facing supply challenges. A few of these companies have approached us to manage their product sourcing through our Hong Kong office,” he said. By establishing a network in India and using its Hong Kong subsidiary, Cellecor aims to enter new markets without losing its competitive advantage in pricing.

Commitment to Domestic Production

From small products like INR 25 data cables to premium INR 2.25 lakh smart TVs, Cellecor prides itself on being a ‘100% made in India’ brand. “All our products are completely made in India,” Agarwal emphasised, highlighting their commitment to local manufacturing and the significant range of products in their portfolio.

Agarwal’s ambitious vision for Cellecor’s future is clear, “Our plan is to be the next Samsung of India. We are trying to capture the entire category from mobile phones to gadgets to home appliances.” He detailed the company’s unique selling propositions, such as a strong distribution network, a broad product portfolio and a focus on affordability.

“Samsung is a global brand but not an Indian brand. We want to be that Indian brand that reaches out to the masses,” concluded Agarwal. With the company’s rapid growth, aggressive product expansion and commitment to quality, Cellecor Gadgets is on a promising path to achieve this goal.