Mumbai, Aug 22 (UNI) Morphy Richards, a premium kitchen and home appliances brand, today launched its global range of products here. With the launch of the products namely Redefine, Prism and Total Control, the company aims to capture the interest of the Indian audience through smart technology and innovative designs. Redefine is the new premium, highly-innovative product group by Morphy Richards. Driven by principles of innovation and providing exceptional quality, the product range is not only aesthetically designed but also intelligent performers. The USP of the range is the Intelligent ThermoGlass technology that allows consumer to clearly see bread being toasted or water being boiled to perfection. Prism collection is a leading iconic design piece whose USP is the most striking design with textured finish and vibrant colours. However, the smartest amongst the lot is the Total Control Collection that prepares food just the way the consumer likes it. The use of Smart Response Technology in the motor of these products enables consumer to effortlessly prepare everything from soups and sauces, pestos and cakes with exactly the right amount of power, as and when required, regardless of the mixture. Priced between Rs 6,000 and Rs 30,000, these products will be made available in the Indian market from the first week of September. Commenting on the launch, Shekhar Bajaj, chairman and managing director of Bajaj Electricals Ltd, said, "Modern lifestyles call for modern homes and convenient living. That’s exactly what’s going to be on offer with global range of Morphy Richards. Their beautiful designs and smart response technology is sure to adorn your modern homes and give them an ultra-polished look." Speaking on the launch, Anant Bajaj, joint managing director of Bajaj Electricals Ltd, said, "We are extremely excited to bring the unique global range of Morphy Richards to India. This range will be a one of its kind for the Indian consumers to experience. With the Indian luxury market getting more refined, luxury is no more about an apartment or a premium car. It is also getting reflected in wearable tech, premium electronic gadgets and modern comfort homes. Today’s consumers are more experimental when it comes to new products and are willing to try stylish and technologically sound products. This gives us immense opportunities for brands like ours. We hope to capitalize on this consumption drive, by continuously offering innovative products and smarter solutions." Bajaj Electricals has licensing agreement with Morphy Richards since 2003 to make, sell, market and distribute products under the brand name in India. UNI JM SS SM1804