BAJAJ ELECTRICALS SECURES MORPHY RICHARDS BRAND RIGHTS ACROSS INDIA AND SOUTH ASIA FOR ₹141 CRORE

Bajaj Electricals has acquired the intellectual property and brand rights of Morphy Richards in India and neighbouring South Asian markets for ₹141.4 crore. The move ends two decades of licensing collaboration, giving Bajaj full ownership to drive innovation, strengthen its multi-brand strategy, and expand consumer value across the region.

Bajaj Electricals Limited has announced a landmark acquisition, securing the intellectual property and brand rights of Morphy Richards in India and select South Asian markets for ₹141.4 crore. The definitive agreement marks a significant shift in the company’s long-standing relationship with the British brand, which dates back to 2002.  

For more than two decades, Bajaj Electricals has nurtured Morphy Richards under licensing arrangements, successfully positioning it as one of India’s leading international names in premium home appliances and personal care products. In 2022, the two parties extended their trademark licensing agreement for 15 years, reaffirming their commitment to a shared future. However, this acquisition now places Bajaj Electricals in full 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 design-led innovation and quality. Its products, ranging from kitchen appliances to grooming devices, have consistently appealed to aspirational consumers seeking style and performance. Bajaj Electricals has played a pivotal role in embedding the brand into Indian households, leveraging its distribution strength and market insight to grow Morphy Richards into a trusted name.  

By acquiring complete ownership, Bajaj Electricals aims to deepen its multi-brand strategy. The company has signalled plans to invest further in innovation, design, and go-to-market execution, ensuring that Morphy Richards continues to resonate with evolving consumer preferences. The move is expected to unlock greater value for consumers, channel partners, and shareholders alike, while reinforcing Bajaj’s position in the competitive home appliances sector.  

Shekhar Bajaj, Chairman and Managing Director of Bajaj Electricals, described the acquisition as a natural progression of a successful partnership. “This step allows us to fully integrate Morphy Richards into our portfolio and drive its growth with greater agility and vision. We are confident that this will strengthen our leadership in the consumer appliances market,” he said.  

Industry analysts view the acquisition as a strategic consolidation, enabling Bajaj Electricals to exercise greater autonomy over product development and brand positioning. With consumer demand in South Asia increasingly shaped by design, technology, and lifestyle aspirations, full ownership of Morphy Richards provides Bajaj with the flexibility to innovate and expand without the constraints of licensing.  

The acquisition also reflects a broader trend of Indian companies securing global brand rights to enhance competitiveness and market reach. For Bajaj Electricals, the move underscores its ambition to blend international design heritage with local market expertise, creating a distinctive value proposition for consumers across the region.  

As Bajaj Electricals embarks on this new chapter, the Morphy Richards brand is poised to benefit from deeper investments and sharper strategic focus. The acquisition not only cements Bajaj’s legacy of partnership but also signals its intent to shape the future of home appliances in India and beyond.