Cellecor Gadgets Limited has appointed Krishan Dhiman as the International Business Head for its upcoming manufacturing facility in Africa (Liberia). This strategic expansion is designed to enable the company to manufacture, sell, and export products directly from Africa, thereby strengthening its global footprint in a rapidly growing market.

Krishan Dhiman brings over 28 years of experience in consumer durables, EMS electronics manufacturing, and white goods ecosystems. His expertise spans manufacturing excellence, TPS/WCM implementation, lean transformation, and Industry 4.0 adoption. Prior to joining Cellecor, he served as Vice President of Manufacturing Excellence at Epack Durable Limited, where he led enterprise-wide transformation initiatives.

Strategic Role and Responsibilities

At Cellecor, Dhiman will spearhead the company's Africa business strategy. His mandate includes leading the establishment of the Liberia manufacturing facility and building the company's presence across African countries. Key focus areas will include driving market expansion, forming strategic partnerships, developing distribution networks, and managing exports from Liberia to key markets in West, East, and Central Africa.

Market Opportunity

Africa represents a significant growth opportunity for the consumer electronics and home appliances sector. The market is estimated to be worth over USD 60 billion annually, driven by a population exceeding 1.5 billion people, rapid urbanisation, and a rising middle class. Cellecor aims to leverage this potential through its regional manufacturing hub.

Product Focus

The company plans to manufacture a wide range of smart consumer electronics and white goods at the Liberia facility. The product portfolio will target high-growth categories to meet rising demand across urban and semi-urban households.

The Liberia facility is positioned as a strategic manufacturing and export hub. This model is intended to provide faster market access, competitive pricing, and supply chain efficiencies across West, East, Central, and Southern Africa.

Cellecor Gadgets Limited has announced a significant expansion of its product portfolio with the introduction of multiple new product categories in the consumer electronics and home appliances segments. The launches are scheduled to take place between July 2026 and August 2026, targeting the domestic market. This strategic initiative is designed to reinforce the company's vision of becoming a comprehensive destination for modern Indian households by addressing evolving consumer needs through a wider range of affordable and technology-driven products.

The company is introducing new products across several categories, including Fire TVs, Steam Irons, and Choppers. Additionally, Cellecor Gadgets is expanding its existing lineup with new models of Semi-Automatic and Fully Automatic Washing Machines, Soundbars, Party Speakers, and Mixer Grinders. The company has also recently entered new categories such as Ceiling Fans (Induction and BLDC), Tower Fans, and Direct Cool Refrigerators.

Product Launch Details

The following table outlines the specific product categories and the timeline for the upcoming launches:

Ravi Agarwal, Managing Director of Cellecor Gadgets Limited, stated that the expansion into new product categories is a natural progression of the company's journey to serve a wider range of everyday needs. He emphasized the goal of building a comprehensive ecosystem of products that combines innovation, reliability, and value while remaining committed to the aspirations of modern Indian consumers.

The company operates through an extensive network of over 1 lakh retail touchpoints, 1,800+ distributors, and 9 exclusive brand stores, alongside leading e-commerce platforms. This robust distribution network is expected to support the rapid scaling of new product categories and ensure nationwide availability.