Bajaj Electricals has signed definitive agreement to acquire the intellectual property and brand rights of Morphy Richards in India and select South Asian markets for a consideration of worth Rs 141.4 crore. This landmark move builds upon more than two decades of successful collaboration under licensing agreements and enables Bajaj Electricals to 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, has built a strong reputation globally for its premium, design-led home appliances and personal care products. In India, since 2002, Bajaj Electricals has nurtured the brand under licensing arrangements, making it one of the leading international brands in many product categories in the country. In 2022, the parties extended their trademark licensing agreement for 15 years, reaffirming the long-term commitment. With this acquisition, Bajaj Electricals will strengthen its multi-brand strategy, enabling deeper investments in innovation, design, and go-to-market execution.

Bajaj Electricals is engaged in the business of Consumer Products (Appliances, Fans, Lighting), EPC (Illumination, Power Transmission and Power Distribution) and Exports.