Sabarmati Jail products to get brand name

The famous food festival, Sattvik 2011, will be a cradle for Sabarmati Jail products. After getting space to sell its famous and tasty jail bhajiyas at the fest, Indian Institute of Management, Ahmedabad (IIM-A)'s Prof Dheeraj Sharma who is helping Sabarmati Jail products with branding and marketing strategies, has utilised the opportunity to get a popular brand name for the jail products.

Prof Sharma told DNA that they have shortlisted 10 brand names for the products.

"Sristi, one of the organisers, provided us with the space to sell the jail products. We thought we'd conduct a survey to choose a popular brand name for the products and so asked around 150 visitors at Sattvik to vote for their choice of name for the brand. We also collected people's response on Sunday. As soon as we compile the survey results, we will finalise a name for the Sabarmati Jail Products," said Prof Sharma.

He said they intended to check and create consumer awareness on a platform given by Sattvik 2011. "To our surprise, nobody of the surveyed visitors knew about the variety of products made by Sabarmati Jail except jail bhajiya. We need to create awareness for other products made and sold by the prisoners," he said.

To create awareness, they have showcased variety of products like handicrafts, suitcases, laptop bags, clothes and also displayed photos of the products, He added, people's response in buying them is also good as they are priced low.