Bajaj Electricals Ltd has won board approval to acquire the rights to the Morphy Richards brand and associated intellectual property from Ireland-based Glen Electric Ltd, a unit of the Glen Dimplex Group, paying ₹146 crore. The deal, which covers India and five neighbouring South Asian markets, marks a strategic move by Bajaj Electricals to assert greater control over a premium home appliance brand it has long partnered with.
Under the agreement, Bajaj Electricals will assume exclusive ownership of the Morphy Richards brand and related IP in India, Nepal, Bhutan, Bangladesh, the Maldives, and Sri Lanka. The consideration excludes applicable taxes and duties, and the acquisition remains subject to definitive agreements between the parties and to obtaining the required regulatory and statutory approvals.
The announcement of the acquisition sent Bajaj Electricals’ shares sharply higher. On the day the board approved the deal, the stock rallied more than 10 per cent, ending a four-day losing streak. Early trading saw volumes surge as investors reacted to the strategic implications of owning the Morphy Richards brand in the region.
Morphy Richards is a well-established name in consumer appliances, known for categories such as hand blenders, steam irons, ovens, coffee makers, juicers, and mixers. Bajaj Electricals has over the years operated under licensing and distribution ties with Morphy Richards; with this acquisition, the company aims to deepen its foothold in the premium appliance segment.
Analysts view the acquisition as an opportunity for Bajaj Electricals to reduce dependency on royalty/licensing costs and to better integrate innovation, design, and brand positioning under its own umbrella. The control over intellectual property is expected to give more flexibility over pricing, marketing, and product development. However, it will also confront Bajaj Electricals with the need to invest further in maintaining the brand’s premium perception, ensuring product quality, and keeping pace with competitive pressures from both local and global appliance makers.
Street observers added that the deal’s relatively moderate price tag suggests a lowgoing acquisition cost given the brand’s reach and reputation in the region. The markets have largely reacted positively, factoring in the potential upside from higher margins and reduced royalty outflows. Bajaj Electricals will need to ensure efficient supply chain, product innovation, and strong post-sales support to fully lever the brand acquisition.
In its recent first quarter results, Bajaj Electricals posted a steep fall in profits, with revenue from operations slipping compared to the same period last year, and margins under pressure. The Morphy Richards acquisition could help the company diversify its revenue streams and contribute to growth in higher-margin premium products.
Bajaj Electricals’ history with Morphy Richards dates back years through licensing agreements and co-marketing under the brand in India. This move to acquire full rights in the region places the company in a position to control the product roadmap, design, and pricing more directly. It may enable faster launches, tighter quality control, and more coherent marketing.
The company noted in its regulatory filings that consummation of the deal will require negotiation of definitive agreements and receipt of required approvals. Bajaj Electricals must also manage the brand transition—including IP registrations, possible adjustments in supply relationships, and adaptation to market dynamics across differing South Asian territories.
As Bajaj Electricals sets out to integrate the Morphy Richards brand, the broader home appliance sector will be watching whether the move translates into stronger growth, improved profitability, and enhanced brand resonance among consumers seeking premium offerings. The acquisition represents a clear bet on brand ownership at a time when product differentiation and IP control are becoming increasingly important in India’s consumer durables market.
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