Bajaj Electricals Shares Jump 7% After Morphy Richards Brand Acquisition

• Bajaj Electricals acquires Morphy Richards brand rights for Rs 146 crore, covering India and nearby markets.
• The company plans to grow by expanding premium appliances and launching new products.
• It aims to boost sales through e-commerce, modern trade, and traditional retail channels.

Bajaj Electricals saw its shares jump over 7% after it announced the acquisition of the intellectual property rights for the Morphy Richards brand in India and neighboring countries for Rs 146 crore. The deal includes brand rights in India, Nepal, Bhutan, Bangladesh, the Maldives, and Sri Lanka, giving Bajaj Electricals exclusive control in these regions.

Morphy Richards, part of the Irish Glen Dimplex Group, has been a key growth driver for Bajaj’s consumer products division. In the last fiscal year, the brand delivered strong sales growth of 24%, thanks to increased demand in both offline and online channels. Bajaj Electricals is now focused on leveraging this momentum by expanding the brand’s reach, especially in the premium and lifestyle appliance segments, targeting consumers who value design and quality.

To support this growth, the company plans to invest heavily in new product development and recently approved a budget of around Rs 140 crore for innovation and a new manufacturing facility. Bajaj Electricals is also reshaping its go-to-market approach by emphasizing high growth areas like e-commerce, quick commerce, and modern retail formats while maintaining its presence in traditional outlets.

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Despite some disruption in the June quarter due to an early monsoon that shortened the summer demand, Bajaj remains optimistic. The company believes its strategic investments and focus on market penetration will fuel strong performance in the coming years.