Bajaj Electricals operates under segments of lighting, consumer durables, engineering and projects. Morphy Richards, a well-accepted brand in India, is marketed by the company. This joint venture has boosted the revenues and customer base of the company. It is also streamlining its distribution network and will be sending goods to distributors and retailers directly, reducing the role of wholesalers. The company’s increased advertisement spends and introduction of more premium products are the factors which would benefit the company in the long run. On the financial front, the company's revenue and PAT grew by 7.3 per cent and 21.2 per cent, respectively, in Q1FY18 on a YoY basis. Considering the above factors, we recommend our readers to BUY the scrip.