Bajaj Electricals Ltd Board Approves ₹1.46 Billion Acquisition of Morphy Richards Brand to Strengthen Consumer Appliances Portfolio

Bajaj Electricals Limited, a leading Indian consumer electrical equipment company, has announced the board’s approval for the acquisition of the iconic “Morphy Richards” brand for ₹1.46 billion. This strategic move is designed to significantly expand Bajaj Electricals’ presence in the consumer appliances segment, leveraging Morphy Richards’ strong brand equity and product innovation capabilities.

 

Key Highlights:

 

The acquisition encompasses the Morphy Richards brand, well-known for its high-quality kitchen appliances, home appliances, and personal care products, marking Bajaj Electricals' entry into new consumer verticals.

 

Valued at ₹1.46 billion, this transaction reflects Bajaj Electricals’ commitment to broadening its product portfolio and capitalizing on growing domestic demand for reliable, premium appliances.

 

The company plans to integrate Morphy Richards’ extensive product range and established market presence with its existing distribution networks and manufacturing strengths.

 

Bajaj Electricals emphasized that this acquisition aligns with its long-term growth strategy highlighting innovation, consumer-centric offerings, and enhanced category diversification.

 

Management anticipates the move will accelerate revenue growth, drive higher margins through premium products, and increase market share in the fast-expanding consumer appliances space.

 

The deal is poised to help Bajaj Electricals compete more aggressively with other major appliance manufacturers by offering a wider range of trusted and aspirational brands.

 

The acquisition is expected to provide cross-selling opportunities, operational synergies, and leverage Bajaj Electricals’ robust supply chain for cost efficiencies.

 

Industry analysts view this development as a positive step strengthening Bajaj Electricals’ competitive positioning amid evolving consumer preferences and rising urban disposable incomes.

 

Market and Strategic Outlook:

 

Bajaj Electricals’ acquisition of Morphy Richards enhances its foothold in India’s rapidly growing appliance market, expected to sustain double-digit growth driven by lifestyle changes and electrification trends.

 

The move complements Bajaj Electricals’ innovation-led approach to expanding its product portfolio while reinforcing brand differentiation and consumer loyalty.

 

This strategic acquisition is set to contribute meaningfully to the company’s financial performance and shareholder value over the medium to long term.

 

In summary, Bajaj Electricals Ltd’s ₹1.46 billion deal to acquire the Morphy Richards brand represents a transformative expansion strategy, capitalizing on strong brand equity to fuel growth in the consumer appliances sector.

 

Sources: Bajaj Electricals Ltd Corporate Announcements, Economic Times Consumer Goods Sector, Business Standard, Mint (September 2025)