Cellecor to set up Liberia unit, aims Rs 4,000 cr revenue: Rediff Moneynews

New Delhi, Jul 10 (PTI) Cellecor Gadgets, which aims for Rs 3,500-4,000 cr revenue in the next two years, will set up a manufacturing unit in Liberia, West Africa, where it plans to invest around Rs 300 crore, said Co-Founder and Managing Director Ravi Agarwal.

The Delhi-based consumer electronics and smart appliance brand has a long-term target to touch Rs 10,000 crore consolidated revenue, backed by expansion of its domestic distribution network and a new manufacturing facility in Liberia, which will serve the African market, he said.

Cellecor Gadgets, which was listed in 2023 following its IPO, posted revenue of around Rs 1,292 crore in FY26 with a PAT (profit after tax) margin of about 3.1 per cent and an EBITDA margin of approximately 5.5 per cent. The company expects to clock a revenue of Rs 1,800-2,000 crore in the current financial year.

“Over the next two years, Cellecor aims to achieve revenue of Rs 3,500-4,000 crore while further improving both EBITDA and profitability,” Agarwal told PTI.

Over its long-term revenue target of Rs 10,000 crore, he expects around 60 per cent to come from the Indian market, while the remaining 40 per cent will be contributed by the company’s international business, led by its expansion across Africa, Agarwal said.

Founded in 2016, Cellecor started with mobile accessories before expanding into wearables, audio, and, in 2021, smart TVs

Following its IPO in 2023 that raised about Rs 50 crore, Cellecor Gadgets diversified into large appliances such as washing machines, air-conditioners, coolers and refrigerators.

Agarwal said Cellecor’s growth strategy rests on a distribution-led model rather than heavy marketing spends or premium branding.

“Our focus is on continuously expanding our offline distribution and retail network, enabling us to strengthen market reach and create long-term business value,” he said.

The company’s distributor base has grown from about 30 at inception to over 1,500 currently, supported by more than one lakh retail touchpoints, he said, adding that Cellecor plans to scale this to around 5,000 distributors and five lakh retail touchpoints over the next two years.

When asked about its marketing strategy and target audience, Agarwal said that Tier II, III and IV markets remain the core of Cellecor’s business,

The company’s distribution network extends to remote regions, including Ladakh, the north-east and the Andaman & Nicobar Islands.

Besides, it is also investing in brand-building in metro Tier I cities, with a focus on expanding its premium portfolio there rather than pursuing volume growth.

The company currently operates 10-11 exclusive brand outlets in partnership with distributors and plans to begin launching company-owned exclusive stores from next year, he said.

On product expansion, Agarwal said Cellecor will introduce mini LED televisions during the upcoming festive season and is preparing to launch Fire TV models through a manufacturing partnership with Dixon Technologies.

The company also plans to launch deep freezers ahead of the next summer season, besides expanding its small kitchen appliances portfolio.

About Cellecor’s Liberia foray, Agarwal said the company is setting up a manufacturing facility on around 15 acres of land, where it will be funded through a Rs 300 crore raise via Foreign Currency Convertible Bonds (FCCB) completed in April.

The plant, expected to be ready by November-December this year with commercial operations starting in January, will manufacture smart TVs, washing machines, air coolers, air-conditioners, tablets, smartphones and audio products.