Trademark deal follows ‘fire sale’ to PE firm.

 

Indian manufacturing group Cello World has revealed it is to buy back the Cello brand name for the stationery and writing instruments categories.

 

The announcement comes shortly after BIC confirmed it was selling its BIC Cello business in India to private equity firm Authum for a fraction of its original purchase price. 

 

Cello World said it was purchasing the trademark for use in the stationery and writing instruments sector from BIC, not Authum.

 

Cello World is majority owned by the Rathod family, which was involved in a six-year legal battle with the France-based group after attempting to pull out of the already-agreed sale of its writing instruments business in 2010.

 

Cello World operates in a number of areas in the consumer goods and housewares sectors and still sells lines under the Cello brand. In 2020, it re-entered the stationery category under the Unomax name following the end of its non-compete arrangement with BIC.

 

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