Bajaj Electricals, a manufacturer of domestic appliances, will obtain the intellectual property rights for Morphy Richards, encompassing brand rights for India and surrounding markets, from Glen Electric, which is affiliated with Ireland's Glen Dimplex Group.

Bajaj Electricals notified the exchanges in a regulatory filing post-market hours that its board has sanctioned a Rs 146 crore agreement to obtain the brand rights of Morphy Richards for India, Nepal, Bhutan, Bangladesh, the Maldives, and Sri Lanka.

Following the announcement, Bajaj Electricals Ltd shares were priced at Rs 609.80 on BSE, reflecting a 5.69 percent increase during trading.

In the submission, Bajaj Electrical stated: "The company’s Board of Directors, during its meeting on September 23, 2025, approved a proposal to acquire the Morphy Richards brand and associated intellectual property rights from Glen Electric Limited (a part of the Glen Dimplex Group, Ireland), the holder of the MR Brand/Business IP, for a sum of Rs 146 crore."

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This Transaction will require negotiation and the signing of final agreements between the parties, along with obtaining relevant statutory and regulatory approvals, if necessary, it noted.

In early March 2022, Bajaj Electricals renewed its trademark agreement with Morphy Richards for an additional 15 years starting July 1, 2022.

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Morphy Richards belongs to the Irish global electrical appliance company Glen Dimplex.

Bajaj Electricals offers its high-end selection of appliances, including mixers, ovens, toaster grills, coffee machines, air fryers, and garment steamers. It also operates in the Female Grooming category with Morphy Richards, offering products like hot air brushes, hair straighteners, hair dryers, and more.

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Bajaj Electricals anticipates an annual revenue of Rs 4,828.43 crore in fiscal 2025 and views the brand acquisition as a chance to strengthen its presence in India's expanding appliances market while broadening its reach throughout South Asia. The firm aims for this Rs 146 crore investment to enhance its premium appliance sector, leveraging Morphy Richards' well-established market presence.

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The transaction amount of Rs 146 crore does not include relevant taxes and duties, with the ultimate payment contingent upon the finalization of formal agreements between the two parties. This purchase allows Bajaj Electricals to fully oversee a high-end brand it has effectively handled for more than twenty years.