Brands
Bajaj Electricals buys Morphy Richards India rights for Rs 141 crore
Deal gives full brand control across India and key South Asian markets
MUMBAI: Bajaj Electricals has turned a long-standing partnership into full ownership, acquiring the brand rights of Morphy Richards in India and neighbouring South Asian markets for Rs 141.4 crore.
The deal marks a significant shift from a licensing arrangement that has been in place since 2002. With the acquisition, Bajaj Electricals now gains complete control over the brand across India, Nepal, Bhutan, Bangladesh, Sri Lanka and the Maldives, opening the door for sharper strategy and faster decision-making.
Founded in 1936 in the UK, Morphy Richards has carved out a reputation for design-led, premium home appliances. In India, the brand has quietly built a strong presence over the past two decades, thanks largely to Bajaj Electricals’ stewardship.
Bajaj Electricals MD and CEO Sanjay Sachdeva said, “This acquisition is a natural progression in our journey. It gives us the flexibility to innovate faster, invest more consistently and strengthen our position in premium consumer segments.”
The move also aligns with Bajaj Electricals’ broader multi-brand strategy, allowing it to sharpen its play across categories while deepening its connect with evolving consumer preferences.
From the seller’s side, Glen Dimplex sees the transition as a passing of the baton to a trusted partner.
Glen Dimplex executive chairman Fergal Naughton said, “Bajaj Electricals has demonstrated a deep understanding of the local market. We are confident the brand will continue to grow and evolve under their leadership.”
For Bajaj Electricals, the move is less about acquisition and more about amplification, turning a familiar brand into a fully owned engine for growth in a market that continues to warm up to premium appliances.
