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Bajaj Electricals has acquired the brand rights of Morphy Richards in India and select South Asian markets for Rs 141.4 crore, transitioning from a long-standing licensing agreement to full ownership.
The deal brings an end to a partnership that began in 2002 and gives Bajaj Electricals complete control over the brand across India, Nepal, Bhutan, Bangladesh, Sri Lanka and the Maldives. The acquisition is expected to enable faster decision-making and more focused brand strategy in the premium home appliances segment.
Morphy Richards, founded in 1936 in the UK, is known for its design-led approach in home appliances. In India, the brand has built a steady presence over the past two decades under Bajaj Electricals’ distribution and marketing.
Sanjay Sachdeva, Managing Director and CEO of Bajaj Electricals, said the acquisition marks a natural progression for the company, allowing it greater flexibility to innovate and invest in premium categories.
The move also aligns with the company’s multi-brand strategy as it looks to strengthen its presence across evolving consumer segments.
From the seller’s side, Glen Dimplex described the deal as a transition to a trusted partner. Fergal Naughton, executive chairman of Glen Dimplex, said Bajaj Electricals has demonstrated a strong understanding of the local market and is well-positioned to take the brand forward.
The acquisition positions Bajaj Electricals to further scale Morphy Richards as a fully owned brand in a market witnessing growing demand for premium appliances.
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