Tihar brand seeks IIM-Ahmedabad expertise

The IIM-Ahmedabad seems to be a favourite of not just top industrial houses. Now, Tihar jail wants to use the expertise of the institute’s faculty to market its products more effectively and give them a better brand image.

The products, manufactured by around 800 inmates at the prison’s in-house factory, are sold under the name, TJ’s.

Impressed by the factory outlet and the products made in the jail, Prof Dheeraj Sharma, associate professor at IIM-A, has decided to work for a better marketing strategy for the goods made at the prison.

From November, he and his team will conduct studies for better marketing and branding of the jail’s products. Sharma said that one aim of their effort will also be to encourage inmates to give their best while manufacturing the goods.