Mumbai: Bajaj Electricals Limited has announced the acquisition of intellectual property and brand rights of Morphy Richards in India and select South Asian markets for a consideration of ₹141.4 crore. The move marks a significant milestone in the company’s long-standing association with the UK-origin brand.
The acquisition builds on over two decades of collaboration between Bajaj Electricals and Morphy Richards, which began under a licensing arrangement in 2002. With this deal, Bajaj Electricals will gain full ownership and control of the brand across India, Nepal, Bhutan, Bangladesh, Sri Lanka, and the Maldives, enabling it to independently steer the brand’s growth and strategy in these markets.
Founded in 1936 in the UK, Morphy Richards is known globally for its premium, design-led home appliances and personal care products. Over the years, Bajaj Electricals has established the brand as a strong player in multiple product categories in India. The acquisition is expected to further strengthen the company’s multi-brand strategy by enabling deeper investments in innovation, product design, and go-to-market capabilities.
“This acquisition is a natural next step in our portfolio journey. Over the years, we have understood Indian consumers’ evolving needs for convenience, design, and reliability. Acquiring Morphy Richards brand gives us the strategic flexibility to invest more consistently, innovate faster, and accelerate growth across premium consumer segments,” said Sanjay Sachdeva, MD and CEO, Bajaj Electricals Limited.
From the perspective of Glen Dimplex, Morphy Richards has been an iconic brand with strong heritage. “We are pleased to entrust the Morphy Richards brand in India and neighbouring markets to Bajaj Electricals. Their proven track record and deep understanding of the local consumer landscape give us confidence that the brand will continue to thrive and evolve,” said Fergal Naughton, Executive Chairman, Glen Dimplex.
With full ownership of the brand in key markets, Bajaj Electricals Limited aims to unlock new growth opportunities and create greater value for consumers, partners, and stakeholders while accelerating its presence in the premium home appliances segment.
