The company has signed a definitive agreement to acquire the intellectual property and brand rights of Morphy Richards in India and select South Asian markets.
This move builds on over two decades of partnership under a licensing arrangement and gives Bajaj Electricals full ownership and control of the brand across India, Nepal, Bhutan, Bangladesh, Sri Lanka and the Maldives.
Founded in the UK in 1936, Morphy Richards is known for its premium, design-led home appliances and personal care products.
In India, Bajaj Electricals has been managing the brand since 2002 under a licensing agreement, helping it establish a strong presence across multiple product categories. The licensing pact was last renewed in 2022 for 15 years.
With the acquisition, the company aims to strengthen its multi-brand strategy and step up investments in innovation, design and go-to-market execution.
Bajaj Electricals said full ownership of the brand will enable it to create greater value for consumers, partners and shareholders.
Commenting on the development, Managing Director and CEO Sanjay Sachdeva said the acquisition will provide strategic flexibility to accelerate growth in premium segments through faster innovation and sharper market execution.
From the seller’s side, Glen Dimplex said Bajaj Electricals’ strong execution capabilities and understanding of the Indian market make it well-positioned to drive the next phase of growth for the Morphy Richards brand.
