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Purvita Chatterjee

Taking up the marketing and servicing for the Morphy Richards range in India, Bajaj Electricals has also set up a separate manufacturing base at Baddi, an excise-free zone in Himachal Pradesh.

Mumbai , Oct.1

THE Rs 500-crore Bajaj Electricals is planning to bring in Morphy Richards' sub brand — the Mark Hill collection of hair care products. Targeting the premium end of the market with its range of hair cutters, dryers, curlers and beauty kits, Mark Hill, an European hair stylist, has been associating with Morphy Richards and has lent his name for its hair styling and beauty collection.

Speaking to Business Line, Mr Vivek Sharma, Business Head, Morphy Richards, said, ``We believe hair care is a growing segment in India. After Morphy Richards, we intend bringing in the Mark Hill collection by early next year.''

Apart from the existing categories, which Morphy Richards is already present in, there are plans to rope in more brands as and when the Indian market is ready. For instance, Morphy Richards also retails brands such as Goblin (a floor care range comprising vacuum cleaners), Stoves (kitchen equipment) and Faber (for chimneys). Adds Mr Sharma, ``We might look at these brands as well when we enter these categories in India.''

Taking up the marketing and servicing for the Morphy Richards range in India, Bajaj Electricals has also set up a separate manufacturing base at Baddi, an excise-free zone in Himachal Pradesh, which will serve as the supply centre for Morphy Richards products such as dry irons and mixer grinders for markets in the West Asia and Sri Lanka as well as catering to the Indian market.

``There are Indians settled in these countries who require high duty voltage appliances. These products are being manufactured specifically for Indians and will be sourced by Morphy Richards for selling in these countries,'' Mr Sharma said.

Besides, Morphy Richards has also appointed Tata Elxsi as its design partners to make its dry irons, which will be manufactured at its plant in Himachal Pradesh.

``We believe the premium appliances segment is growing between 20-25 per cent and expect Morphy Richards to record a Rs 100-crore trurnover in the next three year,'' says Mr Sharma.

In India, Morphy Richards can be compared to brands such as Moulinex, Philips and Tefal. The Indian appliances industry has seen an influx of imported foreign players, who have been mostly distributing their respective brands.

Today the 66-year-old Bajaj Electricals is open to forging marketing and distribution alliances with more of such foreign brands, waiting to make an entry in the Indian market. Says Mr Sharma, ``We are always looking at opportunities and are open to distributing more brands. These may be durables in other categories such as thermo ware and glass ware.''

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