Bajaj Electricals Ltd has acquired full ownership of the Morphy Richards portfolio across key South Asian markets, including India, Nepal, Bhutan, Bangladesh, Sri Lanka, and the Maldives, in a deal valued at ₹141.4 crore.
The acquisition from Glen Dimplex marks a strategic move for Bajaj Electricals to strengthen its position in the premium home appliances segment. By gaining complete control over the Morphy Richards brand in these regions, the company can now independently drive brand strategy, product innovation, and market expansion.
Sanjay Sachdeva, MD & CEO of Bajaj Electricals, highlighted that the deal represents a significant step in unlocking the brand’s next phase of growth, enabling greater agility in responding to evolving consumer preferences.
Meanwhile, Fergal Naughton, Executive Chairman of Glen Dimplex, emphasised the long-term potential of the brand under Bajaj’s leadership, signalling confidence in its ability to scale and innovate in the region.
The move comes at a time when demand for premium, design-led home appliances is rising across South Asia, driven by urbanisation, higher disposable incomes, and increasing consumer focus on lifestyle products.
Bottom line: With full ownership of Morphy Richards in key markets, Bajaj Electricals is well-positioned to accelerate growth, enhance brand control, and strengthen its presence in the premium appliances category.
