Bajaj Electricals Limited has signed a definitive agreement to acquire the intellectual property and brand rights of Morphy Richards in India and select South Asian markets for ₹141.4 crore.
The acquisition covers India, Nepal, Bhutan, Bangladesh, Sri Lanka and the Maldives, and follows over two decades of partnership between Bajaj Electricals and the UK-origin brand under licensing arrangements.
Founded in 1936, Morphy Richards operates in the premium home appliances and personal care segments. Bajaj Electricals has been marketing the brand in India since 2002. The two companies had renewed their trademark licensing agreement in 2022 for a 15-year period.
With the transaction, Bajaj Electricals will assume full ownership and control of the brand in the specified markets, replacing the existing licensing structure. The company said this would allow it to independently drive product development, branding and distribution strategies.
“This acquisition is a natural next step in our portfolio journey. It gives us the flexibility to invest more consistently and accelerate growth across premium segments,” said Sanjay Sachdeva, Managing Director and CEO, Bajaj Electricals.
From the seller’s side, Fergal Naughton, Executive Chairman of Glen Dimplex, said the company was confident Bajaj Electricals would continue to develop the brand in the region.
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