Bajaj Electricals to Acquire Morphy Richards Brand Rights

Bajaj Electricals has announced a deal to acquire the Morphy Richards brand rights and related intellectual property across India and five neighbouring countries for ₹146 crore. This agreement covers markets like Nepal, Bhutan, Bangladesh, the Maldives and Sri Lanka. Previously, Bajaj Electricals marketed Morphy Richards products in India under a licensing arrangement for over two decades.

The acquisition will shift the company from a licensee to a brand owner in these markets, giving Bajaj Electricals greater control over strategy and positioning for Morphy Richards’ home appliances line. The deal is still subject to the signing of formal agreements and regulatory approvals from all relevant authorities. Bajaj Electricals expects this move to strengthen its consumer products business by adding exclusive rights to a well-established premium brand. The acquisition also aligns with Bajaj Electricals’ plan to expand its footprint in South Asia’s growing home appliances sector.