IIM-A experts to assist Tihar products’ marketing
Experts from IIM-Ahmedabad will now help the Tihar Jail authorities to improve the branding and marketing of the TJ’s (Tihar Jail’s) brand goods. The Inmates of the jail manufacture various items under the brand name of TJ’s.
According to the jail officials, a team from IIM-Ahmedabad will study the branded products of Tihar Jail and suggest ways to improve the brand promotion and marketing of these items.
“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 some day soon and help us in issues related to sales, distribution and management of TJ’s brand products,” a Tihar Jail official said adding that the authorities sought the help of IIM Ahmedabad as they are the best and have helped in brand promotion of big industries.
The factory located in Central Jail number 2 was set up with the objective to engage inmates in productive work. The products manufactured here are sold under the 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 are bread, biscuits, namkeen, rusk, khes, rope, carpets, apparel for men, women and kids, mask, duster, handkerchief, sack, furniture, wooden accessories, mustard oil, paintings, office and hospital stationery, file covers, paper sheets, envelopes and phenyl.
“Over 800 inmates are engaged in these manufacturing units. They earn wages based on their skills. Tihar products have been accredited with various ISO certifications. Parliament House, Delhi high court, Delhi Secretariat, Chief Election Office, Kendriya Vidyalayas, Lakshmibai College, Directorate General of Home Guards and Civil Defence are some of our well-known patrons,” he said.
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