Insights

Bajaj Electricals extends its partnership with Morphy Richards

23 March 2022 • Parikshit Singh

With effect from July 1, 2022, Bajaj Electricals Limited (BEL), India’s leading consumer appliances brand, has extended its trademark agreement with Morphy Richards Limited (part of the Irish-based electrical appliances group Glen Dimplex) for the use of the Morphy Richards trademark for a further fifteen years. The exclusive licence renewal will allow BEL to continue using the Morphy Richards trademark for manufacturing, marketing, and selling home appliances in India and neighboring countries (Nepal, Bhutan, Bangladesh, Maldives, and Sri Lanka).

For the first time, the agreement is being extended for 15 years as a symbol of the company’s shared commitments. This will enable the company to develop and build the Morphy Richards business with a long-term perspective, allowing them to create more value.

Morphy Richards has been a household appliance pioneer in Europe for more than 85 years, with intuitively designed creative goods that add character to the consumer’s home and joy to their lives. The company is known around the world for its high-end home appliances and personal care items.

Since April 2002, BEL has been exclusively selling this international brand to Indian consumers, and it has created a strong presence in the luxury home appliance market. The company will be able to strengthen its multi-brand offers and position in India and neighboring countries as a result of the licence renewal. The Indian consumer will continue to profit from a two-fold benefit of international quality items and reliable service as a result of this expanded cooperation.

Source: Exchange Filing

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