Bajaj Electricals Ltd has signed a definitive agreement to acquire the intellectual property and brand rights of Morphy Richards in India and select South Asian markets from Glen Electric Ltd for a total consideration of ₹141.40 crore, subject to statutory and regulatory approvals.
The acquisition marks a significant milestone in Bajaj Electricals’ long-standing association with the Morphy Richards brand, which spans more than two decades through licensing arrangements. With the proposed transaction, Bajaj Electricals will gain full ownership and control of the Morphy Richards portfolio across India, Nepal, Bhutan, Bangladesh, Sri Lanka and the Maldives.
Founded in 1936 in the United Kingdom, Morphy Richards has built a global reputation for premium, design-led home appliances and personal care products. Glen Electric is part of the Ireland-based Glen Dimplex Group.
Bajaj Electricals has been marketing and distributing Morphy Richards products in India since 2002 under a trademark licensing arrangement. Over the years, the company has played a key role in developing the brand in the country, establishing it as a leading international name across several small domestic appliance categories.
In 2022, Bajaj Electricals and Glen Electric extended their trademark licensing agreement for 15 years, reaffirming their long-term commitment to the brand’s growth in the Indian market.
With this acquisition, Bajaj Electricals aims to strengthen its multi-brand strategy and gain greater strategic flexibility to invest in product innovation, design and go-to-market execution. The company expects that full ownership of the brand rights will help accelerate growth in premium consumer segments while creating greater value for consumers, channel partners and shareholders.
“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. Acquiring Morphy Richards brand gives us the strategic flexibility to invest more consistently, innovate faster, and accelerate growth across premium consumer segments,” said Bajaj Electricals MD and CEO Sanjay Sachdeva.
“We are pleased to entrust the Morphy Richards brand in India and neighbouring markets to Bajaj Electricals. Their proven track record and deep understanding of the local consumer landscape give us confidence that the brand will continue to thrive and evolve,” said Glen Dimplex Executive Chairman Fergal Naughton.