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Morphy Richards reenters Indian market

By Our Special Correspondent

NEW DELHI NOV. 9. Morphy Richards, the leading small domestic appliances brand in the U.K. with its presence in 90 per cent households, has entered into a marketing tie up Bajaj Electricals to sell its premium appliances in India.

The tie-up would work to the mutual advantage of the two partners, asserted Shekhar Bajaj, Chairman and Managing Director of Bajaj Electricals, while announcing the new arrangement during a media meet.

Bajaj will sell the range of Morphy Richards Products which include steam irons, coffee makers, toasters, sandwich makers and food processors. More products including mixers, ovens and would be added subsequently over a period of time.

Through this strategic alliance, R. Ramakrishnan, President and Chief Operating Officer of Bajaj Electricals, said his company planned to tap the premium end of the small domestic appliances market in the country which was estimated to be around Rs. 100 crores.

Neil Naughton, Chief Executive, Glen Dimplex Exports Ltd, said Bajaj Electricals was the ideal partner for Morphy Richards in India given their significant strength and knowledge of the Indian appliances markets.

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