March 01, 2025 – Mumbai, India – Bajaj Electricals, a leading name in India’s consumer electronics and home appliances sector, has announced the extension of its trademark agreement with Morphy Richards, the iconic British brand known for its innovative and stylish kitchen and home appliances. This strategic move is set to bolster Bajaj Electricals’ position in the premium appliances market, further expanding its footprint in Indian households and beyond.
The renewed partnership builds on a long-standing collaboration between the two companies, which began years ago when Bajaj Electricals secured the rights to manufacture, market, and distribute Morphy Richards products in India. The extension of this trademark agreement underscores Bajaj’s commitment to offering high-quality, globally recognized products to its customers while leveraging Morphy Richards’ reputation for innovation and design excellence.
Morphy Richards, a brand with a legacy spanning over 80 years, has become synonymous with cutting-edge technology and user-friendly appliances worldwide. From kettles and toasters to air fryers and heaters, the brand has consistently delivered products that blend functionality with aesthetics. In India, Bajaj Electricals has successfully localized these offerings, tailoring them to meet the unique needs and preferences of Indian consumers while maintaining the brand’s international standards.
This renewed agreement comes at a time when the Indian appliance market is witnessing rapid growth, driven by rising disposable incomes, urbanization, and an increasing demand for premium lifestyle products. Industry analysts predict that the home appliances sector will continue to expand in the coming years, with a growing emphasis on smart and energy-efficient solutions. By extending its alliance with Morphy Richards, Bajaj Electricals is well-positioned to capitalize on these trends and cater to the evolving demands of modern consumers.
The collaboration has already yielded significant results. Under Bajaj’s stewardship, Morphy Richards has gained a strong foothold in India, with popular products like electric kettles, mixer grinders, and oil-filled radiators becoming staples in many homes. The extension of the trademark agreement is expected to pave the way for the introduction of new product lines, potentially including advanced smart appliances that align with Morphy Richards’ global innovation strategy and Bajaj’s focus on customer-centric solutions.
This move also aligns with Bajaj Electricals’ broader “House of Brands” architecture, a strategy aimed at diversifying its portfolio and strengthening its market presence across various consumer segments. The company has been revamping its flagship Bajaj brand while simultaneously nurturing premium offerings like Morphy Richards. This dual approach has allowed Bajaj to cater to both mass-market and aspirational buyers, ensuring a robust growth trajectory.
The timing of the announcement is noteworthy, as it coincides with a period of transformation for both companies. Morphy Richards recently made headlines globally with the launch of innovative products like the world’s first certified portable air conditioner in 2024, a testament to its ongoing commitment to pioneering technology. Meanwhile, Bajaj Electricals has been streamlining its operations, achieving a net-debt-free status in recent years and investing heavily in research and development to stay ahead in a competitive market.
Market observers see this extended partnership as a win-win scenario. For Bajaj Electricals, it reinforces its leadership in the premium appliances segment and enhances its brand equity. For Morphy Richards, the agreement ensures continued penetration into one of the world’s fastest-growing consumer markets, supported by Bajaj’s extensive distribution network and manufacturing expertise.
Consumers can expect exciting developments in the near future, with hints of new Morphy Richards products tailored for Indian kitchens and homes. Speculation is rife about potential launches featuring smart technology, such as app-controlled appliances or energy-saving devices, which could further elevate the brand’s appeal in tech-savvy households.
As of now, Bajaj Electricals has not disclosed the specific terms or duration of the extended agreement, but the announcement has already generated buzz among industry stakeholders and consumers alike. With this renewed partnership, Bajaj Electricals and Morphy Richards are poised to set new benchmarks in the Indian appliances market, blending global innovation with local expertise to deliver products that resonate with today’s discerning buyers.
This development marks another milestone in Bajaj Electricals’ journey to solidify its status as a household name, while ensuring that Morphy Richards continues to shine as a symbol of quality and sophistication in India and beyond. As the collaboration deepens, the focus remains on delivering value, innovation, and convenience to customers, setting the stage for a dynamic future in the ever-evolving world of home appliances.
