Bajaj Electricals Secures Full Ownership of Morphy Richards Brand in…

Sarah J · 2026-03-17T15:42:17.000Z

Bajaj Electricals has acquired the Morphy Richards brand rights and related intellectual property in India and neighbouring South Asian markets for a net consideration of ₹141.4 crore, marking a major strategic shift from a licensing model to full ownership. The deal has been executed with Glen Electric Limited, part of Ireland-based Glen Dimplex Group, and includes trademarks, goodwill, and domain names associated with the Morphy Richards brand. The acquisition covers multiple markets including India, Nepal, Bhutan, Bangladesh, Sri Lanka, and the Maldives, giving Bajaj Electricals complete control over the brand across the region. The ₹141.4 crore figure represents the base transaction value, while the total cash outflow is higher when taxes and duties are included, reflecting the full cost of acquiring and transferring the intellectual property. Bajaj Electricals has been associated with the Morphy Richards brand in India for over two decades under a licensing agreement, and this acquisition now allows the company to independently manage product development, innovation, and go-to-market strategies for its premium appliances portfolio. With full ownership, the company aims to strengthen its position in the premium home appliances segment, enabling deeper investment in design, technology, and brand expansion across South Asia. The move also aligns with its broader strategy to build a stronger multi-brand consumer business and capture growing demand in the appliances market.

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Bajaj Electricals Secures Full Ownership of Morphy Richards Brand in… | SEINET