Bajaj Electricals Limited has announced the acquisition of the intellectual property and brand rights of Morphy Richards in India and select South Asian markets for a total consideration of ₹141.4 crore. The deal marks a major strategic move for the company, giving it full ownership and control of the premium home appliances brand across several regional markets.
The acquisition strengthens Bajaj Electricals’ long-standing association with Morphy Richards, which dates back more than two decades. The company had been selling and managing Morphy Richards products in India under a licensing arrangement since 2002. With this transaction, Bajaj Electricals will now own and operate the brand in India, Nepal, Bhutan, Bangladesh, Sri Lanka, and the Maldives.
Founded in the United Kingdom in 1936, Morphy Richards has built a strong global reputation for its design-focused home appliances and personal care products. In India, the brand has gained recognition for premium kitchen and home appliances, supported by Bajaj Electricals’ distribution network and market expertise.
Industry observers view the acquisition as a significant step in Bajaj Electricals’ long-term strategy to expand its premium product portfolio and strengthen its position in the consumer appliances segment. Full ownership of the brand will allow the company to make independent decisions related to product development, innovation, marketing, and distribution.
Bajaj Electricals stated that owning the Morphy Richards brand will help accelerate investments in innovation, product design, and go-to-market strategies. The company expects the move to enhance value creation for consumers, channel partners, and shareholders while strengthening its multi-brand approach in the appliances market.
Commenting on the development, Sanjay Sachdeva, Managing Director and CEO of Bajaj Electricals Limited, said the acquisition represents a natural progression in the company’s portfolio strategy. He noted that Bajaj Electricals has developed deep insights into Indian consumers’ evolving preferences for convenience, design, and reliability over the years. According to him, owning the Morphy Richards brand will provide greater strategic flexibility to innovate faster and expand into premium consumer segments.
From the seller’s side, Glen Dimplex, the owner of Morphy Richards globally, expressed confidence in Bajaj Electricals’ ability to further develop the brand in the region. Fergal Naughton, Executive Chairman of Glen Dimplex, said the company is pleased to entrust the brand in India and neighbouring markets to Bajaj Electricals, highlighting the firm’s strong track record and deep understanding of local consumers.