Bajaj Electricals acquires regional rights to Morphy Richards brand for ₹141 crore

Bajaj Electricals has announced the signing of an agreement to acquire the intellectual property and brand rights of Morphy Richards in India and some of its neighbours for ₹141.4 crore. The company has had a collaboration under licensing agreements with Morphy Richards for over two decades.

The acquisition will enable Bajaj Electricals to fully own the Morphy Richards portfolio in India, Nepal, Bhutan, Bangladesh, Sri Lanka and the Maldives. Bajaj Electricals has marketed the brand under a trademark licensing arrangement since 2002. In 2022, the companies extended their agreement for 15 years.

“This acquisition is a natural next step in our portfolio journey. Over the years, we have understood Indian consumers’ evolving needs for convenience, design and reliability. Acquiring Morphy Richards gives us the flexibility to invest consistently, innovate faster, and accelerate growth across premium consumer segments,” said Sanjay Sachdeva, MD and CEO, Bajaj Electricals.