The Rs 403 crore Bajaj Electricals Ltd, is on the brink of tying up with UK-based brown goods major Morphy Richards.
Company sources confirmed that by the end of next month, BEL will be launching new home appliances in the Rs 5,000 crore small appliances market under the Morphy Richards brand name.
In the pipeline for the last one year, the alliance will allow BEL to market the Morphy Richard brand in India.
Shekhar Bajaj, the BEL managing director, was not forthcoming.
