Bajaj Electricals Ltd (BEL) has approved a plan to acquire the Morphy Richards brand and associated intellectual property rights from Ireland’s Glen Electric, part of the Glen Dimplex Group, for ₹146 crore. The acquisition covers rights in India, Nepal, Bhutan, Bangladesh, Maldives, and Sri Lanka, giving BEL full control over a premium brand it has represented in India for more than two decades.
Strategic Significance
- BEL has been marketing Morphy Richards products in India since April 2002, positioning it as a premium home appliances brand.
- Morphy Richards, a nearly 90-year-old brand, operates in 26 countries with a product portfolio spanning kitchen appliances, breakfast preparation, garment care, and floor care.
- For BEL, the acquisition strengthens its consumer products segment, which already includes appliances, fans, lighting, and non-stick cookware under Nirlep Appliances, complementing its EPC (engineering, procurement, and construction) operations.
Market Implications
The move reflects BEL’s strategy to consolidate its presence in India’s growing appliances market while leveraging the Morphy Richards legacy across South Asia. Full ownership of the brand and intellectual property rights provides opportunities for product innovation, marketing autonomy, and expansion into new markets within the region.
Summary
Bajaj Electricals will acquire Morphy Richards brand rights across South Asia for ₹146 crore, gaining full control over a premium home appliances brand it has marketed in India for over 20 years. The deal strengthens BEL’s consumer products segment, supports market consolidation, and provides strategic opportunities to expand the brand across India, Nepal, Bhutan, Bangladesh, Maldives, and Sri Lanka.
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