Bajaj Electricals acquires Morphy Richards brand rights in India

Bajaj Electricals Ltd said it 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.

As per the deal Bajaj Electricals will fully own and steer the Morphy Richards portfolio in India, Nepal, Bhutan, Bangladesh, Sri Lanka and the Maldives. 

Morphy Richards, founded in the UK in 1936, is globally known for its premium, design-led home appliances and personal care products. 

In India, since 2002, Bajaj Electricals has been selling the brand’s products under licensing arrangements.

In 2022, the parties had extended their trademark licensing agreement for 15 years.

With this acquisition, Bajaj Electricals said it would strengthen its multi-brand strategy, enabling deeper investments in innovation, design, and go-to-market execution. 

The company anticipates creating greater value for consumers, channel partners, and shareholders by owning full control of the brand in the regions.

“This acquisition is a natural next step in our portfolio journey. Over the years, we have understood Indian consumers’ evolving needs for convenience, design, and reliability,” said Sanjay Sachdeva, MD and CEO, Bajaj Electricals Ltd.

“Acquiring Morphy Richards brand gives us the strategic flexibility to invest more consistently, innovate faster, and accelerate growth across premium consumer segments,” he added.