The Weekend Leader - Brand Tihar

Publicity blitz to promote Tihar Jail products

New Delhi


Vol 2 | Issue 25

Reports on high profile DMK MP Kanimozhi learning candle making in Tihar jail has drawn the attention of the outside world to the activities that inmates of the prison indulge in during incarceration.

Though the jail is in news regularly for the VVIP prisoners behind its high walls, few may be aware that Tihar inmates make a wide range of products from snacks to consumer goods.

Tihar inmates giving a dance performance (Photo courtesy: Tihar Jail) 

The products are now being marketed under the TJ brand through newspapers and FM radio channels.

"We are improving the marketing tricks for the products. Let's see what kind of response we get from the consumers," said Tihar Jail Director General Neeraj Kumar.

Apart from promoting the brand with the help of newspapers and FM radio channels, the jail authorities are also pitching in retailers such as Mother Dairy to roll out the range of products to the consumers. The products recorded a turnover of Rs 15 crore last year.

"A final go-ahead is needed for the products to be retailed in Mother Dairy outlets. It will be a new addition to the existing list of outlets," said Prateek Sharma, deputy superintendent (factory) at Tihar Jail.

The jail, which hogs news headlines daily for the high-profile prisoners within its high walls, is the country's largest prison housing 12,231 inmates.

Authorities at Tihar said it will take two-three months for their products to become popular despite their aggressive marketing and advertising.

The products include a range of food items like biscuits and snacks, clothings, handloom and textiles, furniture and home decor goods.

"Some of the products have not reached the outlets," Kumar said.

"When we introduce new products, it usually takes two to three months for them to become popular among the people," he added.

To bring brand TJ closer to consumers, Tihar authorities have zeroed in on Kendriya Bhandar outlets and court complexes in the capital.

Some of the 35 outlets in the advertised list were the Delhi Secretariat's canteen, the Delhi Police headquarters' canteen, select Kendriya Bhandar outlets, kiosks in the Delhi High Court and trial courts. - IANS with inputs from TWL Bureau

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