Bajaj Electricals has announced the agreement to acquire the intellectual property and brand rights of Morphy Richards for Rs 141.4 crores. The acquisition covers India and select South Asian markets, including Nepal, Bhutan, Bangladesh, Sri Lanka, and the Maldives. This move follows over 20 years of collaboration between the companies under various licensing agreements.
The company states that owning the brand rights will allow it to fully lead the Morphy Richards portfolio in these regions. Morphy Richards, which was founded in the UK in 1936, is known for premium home appliances and personal care products. Bajaj Electricals has managed the brand in India since 2002, establishing it as a leading international name in several product categories.
This acquisition follows a 2022 agreement that had previously extended the trademark licensing for 15 years. By moving from a license to full ownership, Bajaj Electricals aims to strengthen its multi-brand strategy and plans to increase investments in innovation, product design, and market execution.
Bajaj Electricals anticipates that having full control of the brand will create more value for consumers, channel partners, and shareholders. From a brand perspective, Glen Dimplex, Morphy Richards remains an iconic brand with a deep heritage. The company concludes that this landmark move will allow for a more long-term and committed investment in the brand’s growth across the South Asian region.
Sanjay Sachdeva, MD and CEO, Bajaj Electricals, said, “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.”
Fergal Naughton, Executive Chairman, Glen Dimplex, said, “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.”
