Tihar jail seeks IIM-A's help for better branding of products

Tihar Prisons has joined hands with IIM-Ahmedabad to improve branding and marketing of products manufactured by inmates at its in-house factory. A team from IIM-Ahmedabad will study the branded products of Tihar Jail and suggest ways to improve marketing of these items, Tihar Jail Director General Neeraj Kumar said.

"Dheeraj Sharma, associate professor of IIM-Ahmedabad, and his team have offered us help in improving the brand image of our products. He will visit our prison someday soon and help us in issues related to sales, distribution and management of TJ brand products," he said. “Since they are the best and have helped in branding of big industries we thought it is right to take their help," Kumar said.

The factory located in Central Jail number-2 was set-up with the objective to engage inmates in productive work. The products manufactured there are sold under brand name TJ's. The factory has carpentry, weaving (handloom and powerloom), tailoring, chemical, handmade paper, commercial art and bakery units. Some of the products manufactured include bread, biscuits, namkeen, rusk, khes, rope, carpets, men, women and kids wear, mask, duster, handkerchief, sack, school and offices use furniture, wooden accessories, mustard oil, paintings, office and hospital stationaries, file cover, paper sheets, envelopes and phenyl.

"Over 800 inmates are engaged in these units. They earn wages based on the skills. Tihar products have ISO certification. Parliament House, Delhi High Court, Delhi Secretariat, Chief Election Office, Kendriya vidyalayas, Lakshmibai College, Directorate General of Home Guard and Civil Defence are some of our clients," Kumar said.