Bajaj Electricals 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 step in the company’s long-term strategy to strengthen its presence in the premium appliances segment.
With this agreement, Bajaj Electricals will now fully own and manage the Morphy Richards portfolio across India, Nepal, Bhutan, Bangladesh, Sri Lanka and the Maldives. The acquisition builds on a long-standing partnership between the two companies, which began in 2002 under a licensing arrangement.
Morphy Richards, a UK-based brand founded in 1936, is known globally for its design-led home appliances and personal care products. Over the past two decades, Bajaj Electricals has played a key role in building the brand’s presence in India, establishing it as a strong player across multiple product categories.
The acquisition provides Bajaj Electricals with greater strategic control and flexibility, enabling it to invest more deeply in innovation, product design and go-to-market strategies. It also aligns with the company’s broader multi-brand approach, allowing it to cater to evolving consumer demand for premium, reliable and aesthetically designed appliances.
Sanjay Sachdeva, managing director and CEO of Bajaj Electricals, described the move as a natural progression in the company’s portfolio journey. He noted that full ownership would help accelerate growth and enable faster innovation tailored to Indian consumers.
From Glen Dimplex’s perspective, which owns the Morphy Richards brand globally, the transition reflects confidence in Bajaj Electricals’ ability to grow the brand further in the region.
Overall, the acquisition positions Bajaj Electricals to scale its premium offerings while leveraging an established brand with strong consumer recall.
