MAM
BIC Cello appoints Manos Nikolakis as general manager
MUMBAI: BIC Cello, India’s leading writing instruments company, announced the appointment of Manos Nikolakis as General Manager to lead its operations in India. Manos joins the BIC Cello team to drive the integrated growth strategy of the business and accelerate its development at home and abroad.
Manos is a BIC veteran having been with the company for more than 15 years. In his previous roles he led the business growth strategies for Greece, South Africa, Middle East, and South Asia. Before relocating to India, Manos was the General Manager for the Southern, East and Central Africa region, heading four BIC subsidiaries including South Africa, Mozambique, Malawi, and Zambia. In this capacity, he also set up the group’s newest subsidiary, BIC East Africa, in Kenya.
Commenting on the new appointment, Gonzalve Bich, Chief Executive Officer, BIC said, “India is a dynamic market with a relatively young population who demand new products and solutions to fit their evolving needs. With a proven track record and rich experience in developing markets, Manos is ideally placed to bring forward our BIC entrepreneurial spirit and work with our local team in India to drive our business forward.”
BIC Cello recently launched its largest stationery manufacturing unit in Asia near Vapi, Gujarat. The new manufacturing unit comes as the latest addition to BIC Cello’s existing network of factories placed in Daman and one in Haridwar, Uttarakhand. Renowned for its quality and innovative products, the company sells more than five million pens per day in India alone. Spread across 66 countries, BIC Cello continues to strengthen its position as a leader in the ballpoint pen segment.
Brands
Reebok partners with Jerai Fitness for gym equipment in India
Long-term deal to manufacture and distribute Reebok-branded fitness products from April 2026.
MUMBAI: Reebok is pumping up its presence in India and this time, it’s bringing serious muscle to the gym floor. Jerai Fitness Limited, an Indian manufacturer with over three decades of experience in fitness equipment, has announced a first-of-its-kind long-term partnership with Reebok. Under the agreement, Jerai Fitness will manufacture and distribute Reebok-branded gym equipment across India and neighbouring countries including Sri Lanka, Bangladesh and Nepal. The products will be available from 1 April 2026.
The collaboration combines Jerai Fitness’ fully automated, technology-driven manufacturing facility with Reebok’s global brand legacy to redefine the fitness equipment ecosystem in the region.
Jerai Fitness Limited chairman & managing director Rajesh Rai said the partnership leverages advanced manufacturing capabilities to deliver high-quality products tailored to market needs.
Authentic Brands Group EVP of Reebok Steve Robaire noted that India is a dynamic and fast-growing fitness market. “Jerai Fitness brings the manufacturing expertise and local insight needed to deliver high-quality, performance-driven equipment at scale,” he said.
The partnership will introduce a comprehensive commercial range covering cardio, free weights, and high-end home-use equipment under two distinct series. All products adhere to international standards, including ISO 9001:2015, ISO 14001:2015, ISO 45001:2018, ASTM certifications, and European safety standards EN ISO 20957-1:2013, EN 957-2:2003 and EN 957-4:2006.
Jerai Fitness’ manufacturing facility features fully automated production systems and dedicated storage infrastructure. As of 31 August 2025, it had an installed annual capacity of 21,000 units.
The Reebok-branded equipment will be available pan-India through Jerai Fitness showrooms and official websites jeraihomegym.com and jeraifitness.com.
In a market where fitness goals are rising faster than dumbbells, this partnership gives Reebok the local strength it needs while giving Jerai Fitness a powerful global brand to flex. For Indian fitness enthusiasts and gym owners, the workout just got a stylish upgrade.
