Bajaj Electricals Limited has informed the Exchange about Execution of Definitive Agreement for the acquisition of the Morphy Richards Brand
BAJAJELEC · price
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On the reaction day the stock moved 6.7 pts less than Nifty Microcap 250 and 6.6 pts less than its Household Appliances peers, over the same two closes: a difference in percentage points, not a measure of what the filing did.
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Bajaj Electricals has signed a definitive agreement to fully buy the 'Morphy Richards' brand — including trademarks, goodwill, domain names and social media handles — from Ireland's Glen Dimplex Group (Glen Electric Limited) for India, Nepal, Bhutan, Bangladesh, Sri Lanka and the Maldives. The basic deal value is ₹141.40 crore, with total cash outflow of ₹197.47 crore including taxes, payable in three GBP-linked instalments through March 2028. The previous licensing agreement under which Bajaj has marketed Morphy Richards in India since 2002 has been terminated as part of the deal. The company says this gives it full strategic control of the brand to invest in innovation, design and go-to-market execution as part of its multi-brand consumer products strategy.
Positive for shareholders: Bajaj moves from being a licensee paying royalties to owning a well-known international home appliances brand outright, which should improve margins and give pricing flexibility. However, the deal involves a sizeable cash outflow of nearly ₹200 crore and introduces a one-time cost plus ongoing investment needs, so near-term stock reaction may be muted until integration benefits are visible.