By BullScreen Editorial Team 
Shares of Bajaj Electricals Ltd rallied nearly 10% on Tuesday after the company announced the acquisition of the Morphy Richards brand for ₹141 crore, signaling a strategic shift toward brand ownership and premiumisation.
The stock climbed to an intraday high of ₹397.05, up from its previous close of ₹360.75, taking its market capitalisation to around ₹4,258 crore. The sharp move comes as investors reacted positively to the company’s transition from a licensee to the outright owner of a well-established premium brand.
Bajaj Electricals has entered into a definitive agreement with Glen Electric Limited to acquire the Morphy Richards trademark and associated intellectual property rights across South Asia, including India and neighbouring markets. The total deal value stands at ₹141.4 crore, which may rise to ₹197.47 crore including taxes and duties. The payment will be made in instalments, offering financial flexibility.
The acquisition grants Bajaj Electricals perpetual and irrevocable ownership of the brand, replacing its earlier licensing arrangement. This move is expected to strengthen its multi-brand strategy and improve margins over the long term.
Morphy Richards already has a strong presence in India, built over two decades through Bajaj Electricals’ distribution network. Full ownership is likely to enhance brand positioning and allow deeper market expansion in the premium appliances segment.
The deal aligns with the company’s strategy to move up the value chain, though near-term financials remain under pressure. Bajaj Electricals reported an 18.5% year-on-year decline in Q3 FY26 revenue to ₹1,051 crore and a net loss of ₹34 crore, compared to a profit in the year-ago period.
Investors will closely watch execution and margin improvement as the company leverages the acquired brand to drive growth.