COMPANY PROFILE Cello Writing Instruments.The makers of India's favourite Cello pens, are a part of Rs.

1000 crore (US$ 250mn.) Cello Group. Lauded as one of the world's best and India's largest pen manufacturer's and well known for its dynamism and spirit of innovation. Cello ceaselessly endeavours to bring in the newest and the best of technology to set new benchmarks in quality and innovates constantly to blaze new trails in the market place. At Cello, innovation is not just a guiding philosophy, it is a key business process, dynamism and a defining attitude. Today Cello offers one of the largest range of pens offered by any manufacturer in the world, all conforming to the highest global standards. The result of a well-equipped assembly line with over 180ultra-sophisticated injection moulding machines and a highly trained and dedicated work force of 10000. Cello's extensive global R & D, cutting-edge manufacturing technology, production, processes, globally sourced material and exhaustive quality standards are among the best in the world. It's what makes Cello Group strong business conglomerate. It's what make a Cello a Cello

India is an extremely competitive Rs 1500 crore (US$350mn) market for plastic moulded writing instruments and Cello is the undisputed leader, presently manufacturing 6 million pens per day, with an installed capacity of 6.2 million pens per day. A colossus towering over the rest, Cello has well over 33% share in the domestic market and Rs600 Crore (US$1200mn) turnover. Cello has been achieving unrivalled growth rates of 12% p.a. in the domestic market and exports growing at 60% contribute 14% of the domestic turnover. Thanks to the cutting edge technology,vast range of innovative pen across every price point, unparalleled consumer reach and strong brand equity, its really no wonder Cello today sells nearly 6 million pens a day, every day. Cello has India's largest range of smart looking, high-performance gel ink and ballpoint pens in different ink colours and at a variety of price points. Be it a school kid , a college student , a young professional or a senior executive, there is a Cello for every one. Starting from Cello Alpha Gel ,Maxriter and Gripper pens for pressure-free writing that are a hit with school kid to the cool looking Cello Finegrip, Pinpoint and Technotip XS that the college going crowd vouches for. From the ever-dependable Cello Finer, Pointec and the stylish Cello Powermaxx that has become the working professionals' most preferred to the Cello Sapphire, Papersoft and Executive pens with a certain understand luxury that have become a common sight on the desks of senior executives. There's also Cello's new range of Highlighters and markers that have carved out an enviable name for themselves in a very short time. Cello is now poised on the verge of an exciting new leap forward, with an ambitious diversification plan that will propel Cello well beyond the realm of pens and writing instruments. Cello's foray into notebooks, office files (stationery products) pencils, desktop accessories, OHP & CD markers and mechanical pencils will lead to enormous growth in the coming years. Cello Pens are backed by well-thought out marketing and advertising campaignsbased on strategically sound positioning that have driven the name Cello to the tip of every tongue. Today, Cello enjoys very high top-of-mind consumer recall and a prime spot of consumer mindspace. This, coupled with Cello's aggressive below-the-line promotional initiatives, makes sure Cello stays the most asked for pen in India.

Network
Every day millions of Cello pens hit the highways and make a dash to reach every little corner of India. No wonder you will find Cello at over 731,000 outlets all over the length and breadth of India. Thanks to our network of 42 super-stockists, 4200 distributors and an efficient field force of 900 spread across length and breadth of country. Cello employs some of the most advanced supply chain management techniques to meet the size and the spread of demand and has a fully computerized central order booking system intelligently integrated with production, units for efficient production distribution and inventory management. Our factory warehouses, C&F godowns, distributions depots, dealer points and transportation crew make one the largest distribution superstructures n the FMCG industry in India. Cello Writing Instruments has made impressive inroads and garnered a flawless reputation in over 62 countries across the world including USA. Gulf States, the Far East, Africa, the Baltic nations, Scandinavian countries and CIS countries of the former USSR. Cello also supplies to major US Retail brands such as Staples and Office Depot. Theever increasing popularity and demand for our writing instruments in these regions alone has sent our annual revenues from exports soaring to Rs.48 Crores (US$10.9 mn) (Year 2007- 2008), which is almost 14% of our local revenues.

Technology
In the fast and the furious world of technology, we keep ahead by benchmarking ourselves against the world's best. Our super focused, on-thetoes R&D, state-of-the-art manufacturing technology, sophisticated production process and rigorous quality standards are lauded as some of the best in the world. Cello ball pens are made with LPHV (Low Pressure-High Volume) technology, a unique system invented in-house that ensures a vastly superior writing experience. Our hi-tech plants roar day and night, spinning off millions of pens every day and our exhaustive quality control puts pens through some of the most demanding conditions before we consider a pen good enough to be called a Cello. Cello tips are made with Nickel Silver the best alloy in the ball pen industry as well as high-grade stainless steel. All tips have a very high 99.8% machineability and are precisioncrafted to within a super sharp 0.1677mm. All thanks to highprecision Swiss machine MIKRON which is especially made to our requirements of quality and consistency. We use only the latest technologies from Japan and premium raw materials for our Gel ink. The Gel ink is filled by our super-sophisticated automatic filling machines with sensing devices of quality control, with inbuilt Feather Flo technology for a light-handed, pressure-free writing experience. We use the latest Polymers and the finest moulding machine for zero-defect injection moulding at a mass scale. Our sophisticated production processes ensure Cello's high quality standards are met every time, without compromise,

especially given the very large volumes of pens we produce every day. All ball pen tips are manufactured in-house, with the technology to perform excellently even under extreme weather conditions. The tips, coupled with all-weather rubberized inks that have special additives that prevent it from groping and have a shelf life of at least two years, ensure that Cello pens perform flawlessly on demand. At Cello, quality control is a rigorous, exhaustive 24x7 process to ensure the rejection rate is kept highly laudable at 0.1% only. Every Cello pen passes a series of rigorous quality tests to qualify as a Cello. The tip is repeatedly bounced millions of time against a hard metal surface, as well as being dropped from varying heights to prove its durability. The perfect tip for us is one that lasts 2500 meters for ballpoint pens and 600 metres for gel pens. The ball is rolled 1.4 million times to prove its longevity, with deviation in writing a mere 1.3% from start to end. All Cello inks are tropicalised to withstand temperatures ranging from sub-zero to 50 degree celsius and write 2500 meters to prove it will keep the Cello promise.

360 Degree

4 Colour Ball pen

Aero Point

Butter Flow

Crown

Delta

Dokuflow

Double writer

Easy Write Ballpen

Executive Gripper 1

Faster

Finegrip

Gripper 2

Liquiball

Long Writer

Manhattan

Maxriter

Maxriter Xs

Merit

Nice

Papersoft

Pin Point

Pin Point XS

Pleasure

Pronto

Rite-o

Silkflo

Slimo

Soft Touch

Softek II

Speed

swift

Techno Tip

Techno Tip XS

Teenz

Topball

Topper Fashion

Trifit

Uno

X-Caliber

X-Presso

X-Touch

Zero Pressure

Zippy