1. Strategic
planning
of tihar
Jail
Submitted to,
Prof. Mayanka Singh
(Fundamentals of
marketing)
Submitted by,
 Nishit Deora
 Preet Shah
(BBA 2nd
year)
Date:- 25/02/2013

2. Acknowledgement
I take this opportunity to
express my profound gratitude and deep regards to
my guide prof. Mayanka Singh for her exemplary
guidance, monitoring and constant encouragement
throughout the course of this assignment. The
blessing, help and guidance given by her time to
time shall carry me a long way in the journey of
life on which I am about to embark.
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3. Executive Summary
Tihar jail is the largest jail in Asia located in New Delhi, India holding more than 11000
prisoners. The prison complex has nine central jails apart from a District Jail at Rohini,
which was commissioned in 2004. The Chief Minister of Delhi Smt. Shiela Dikshit is the
minister in charge of Prison Department.
Tihar jail also holds a factory in jail no 2 which was setup in 1961 where most of their
products are manufactured. The Jail Factory is professionally managed by the prison inmates
themselves under the guidance of technical experts & instructors. The Jail Factory employs
around 900 prisoners in its various units. Tihar jail is doing this for the welfare of the
prisoners; 25% of the wages earned by these inmates goes towards the Victim Welfare Fund,
which is used to provide compensation to the victims & their families.
Tihar jail runs a company called TJ’S which manufactures different types of products like
Bakery products, Handloom & Textile, Apparel, Furniture, Pure Mustard Oil, Recycled
hand-made paper products, paintings, designer candles & lamps, Jute bags, herbal products
and many more. TJ's brand offers best quality products at very competitive prices to the
public, government and private institutions. TJ's products are manufactured in Tihar Jail
Factory, which is accredited with various certifications for complying with international
standards & practices. Which increased the demand for their product in market and opened
their own 16 outlets and also signed collaboration with Reliance retail and Vishal mega mart.
Through all these they earned their revenue of 18cr in last year and aimed to get revenue up
to 30cr in next couple of years. Even the company officers are talking with Japanese
automobile manufacture company for the set up and do production for the Japanese
company.
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4. Table Of Content
No Names Pg No.
1. Acknowledgement 1
2. Executive Summary 2
3. Introduction
I. About Tihar jail 4
II. About the brand Tj’s 5
III. About the factory 6
4. Introduction of strategic planning 9
5 Strategic planning for Tihar jail 11
6 Prisoner’s life after the Tihar jail 15
7 Recommendation 16
8 Conclusion 17
8 Referencing 18
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5. About Tihar Jail:-
Central Jail, Tihar was setup in 1958 on the land of Tihar Village. In the beginning, only one
Central Jail was commissioned with the lodging capacity of 1273 prisoners. The prison
population gradually grew and today as many as 11000 odd inmates are lodged here. Tihar
Prisons is the largest prison complex in Asia. The prison complex has nine central jails apart
from a District Jail at Rohini, which was commissioned in 2004.
Delhi Prisons is under the administrative control of Government of National Capital
Territory of Delhi headed by Shri Tejender Khanna, Lt. Governor, Government of Delhi.
The Chief Minister of Delhi Smt. Shiela Dikshit is the minister in charge of Prison
Department. The PrincipalSecretary (Home) Sh. G.S. Patnaik, IAS is the administrative
secretary of the Prison Department. Sh. B.K. Gupta, IPS who is the Director General
(Prisons) is presently the head of the Prison Department. Shri C.R. Garg, DANICS is the
Deputy Inspector General of the Prisons. Each Jail is headed by a Superintendent of Prison
who is from DANICS cadre. Shri Rajesh Goyal, DANICS is the Superintendent of Central
Jail No.2 where the Jail Factory is also located.
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6. ABOUT THE BRAND TJ’s:-
TJ's is a unique brand with a wide range of products which are manufactured by the prison
inmates in Tihar Jail Factory. TJ's has a variety of products such as Bakery products,
Handloom & Textile, Apparel, Furniture, Pure Mustard Oil, Recycled hand-made paper
products, paintings, designer candles & lamps, Jute bags, herbal products and many more.
TJ's is a brand developed with a non-commercial and non-profit objective. Tihar Jail Factory
provides an opportunity of reformation & rehabilitation to the prison inmates of Tihar Jail by
channelising their energy towards a positive direction. TJ's brand offers best quality products
at very competitive prices to the public, government and private institutions. The jail
officials however were not satisfied with the arrangement and they worked to create TJ
(Tihar Jail) brand across the country. TJ's products are manufactured in Tihar Jail Factory,
which is accredited with various certifications for complying with international standards &
practices, such as:
• ISO 9001:2008 (Quality Management System)
• ISO 14001:2004 (Environmental Management System)
• ISO 18001:2007 (Occupational Health And Safety Management System)
• ISO 22000:2005 (Food Safety Management System)
TJ's products are available to the public through our exclusive outlets in Delhi.
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7. About The factory:-
The Jail Factory is located in Central Jail No.2, Tihar, New Delhi. It was setup in the year
1961 with the objective to engage prison inmates in productive work. Over the period of
time, there has been manifold growth in the scope and activities of the Jail Factory.
At present, Tihar Jail Factory has a Carpentry, Weaving (Handloom & Powerloom),
Tailoring, Chemical, Handmade Paper, Commercial Art and Bakery units. The Bakery unit
is known as Tihar Baking School. A very high level of cleanliness and hygiene is maintained
in all manufacturing units. The Jail administration also runs various vocational & technical
training programmes for skill development, reformation & rehabilitation of prison inmates in
these units. A new Shoe-making unit was started in December 2009 under Public-Private
Partnership model. The products manufactured in Jail Factory are sold under the brand name
of "TJ's".
The Jail Factory is professionally managed by the prison inmates themselves under the
guidance of technical experts & instructors. The prison inmates working in the Factory are
provided with wages at the rates decided by the Government of Delhi. Twenty Five percent
(25%) of the wages earned by these inmates goes towards the Victim Welfare Fund, which is
used to provide compensation to the victims & their families.
The Jail Factory employs around 700 inmates in its various units. There has been a
consistent increase in the number of inmates employed in the jail factory over the years.
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8. Owing to the exceptional quality & reasonable prices, TJ's products are rapidly gaining
popularity amongst general public as well as government & private organisations. The
aggressive marketing strategy to make our products available to the public all around Delhi
& NCR has been vastly successful, resulting in a considerable increase in turnover of the Jail
Factory over the years.
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9. What is strategic planning?
Strategic Planning is a management tool that helps an organization focus its energy, to
ensure that members of the organization are working toward the same goals, to assess and
adjust the organization's direction in response to a changing environment. In short, strategic
planning is a disciplined effort to produce fundamental decisions and actions that shape and
guide what an organization is, what it does, and why it does it, with a focus on the future.
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Corporate
planning
Division
planning
Business
planning
Product
planning
Organizing
Implementing
Measuring
results
Diagnosing
results
Taking
corrective
actions
PLANNING IMPLEMENTING CONTROLLING

10. Planning process:-
 Corporate planning
Corporate planning is the process of drawing up detailed action plans to achieve an
organization's goals and objectives, taking into account the resources of the organization and
the environment within which it operates.
 Division planning
Division Planning and Management supports division wise strategic initiatives and leads
projects and communications for their employees within the division.
 Business planning
Business planning is a process that involves the creation of a mission or goal for a company,
as well as defining the strategies that will be used to meet those goals or mission. The
process of business planning can be very broad, encompassing each aspect of the operation,
or be focused on particular functions within the overall corporate structure.
 Product planning
Product planning is a process used to identify and develop new products. The purpose of
planning is to make choices about which product ideas a company should invest in.
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11. Strategic planning for Tihar Jail.
1. Corporate Planning:-
2. Division planning:-
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Vision statement • Jail Ashram, our endeavour is to reform and rehabilitate of
prison inmates
• To provide for the safe and secure detention of the prisoners
committed to Prison custody.
Mission statement • To provide minimum standard of living/treatment to the
prisoners remanded to judicial custody and at the same time to
reform /rehabilitate them by involving them in various
vocational, spiritual, educational activities so that they become
useful citizen of the country after their release.
Dg
Technical Experts &
Instructors
Prison Inmates
Division Planning

12. the divisional planning in Tihar Jail can be marked in the most creative and intriguing way as
one may see that the inmates at Tihar Jail are divided and allocated to work on the basis of
their creativity and interests in each field. Thus we have creative fields like paintings, art
works and also skilled labour work such as handicrafts, handlooms, tailoring and weaving.
3. Business planning:-
The business planning model is as unique as the business itself, as Mr Neeraj kumar the DG
of tihar jail stated that they believe in the utmost quality products and their main motive is to
create a quality brand as they are not seeking profits because the brand is just established for
the welfare of the inmates. Therefore the main strategy in terms of establishing brands is
creating a unique place in the minds of the people as their mission statement stated and
maintaining their quality by using best quality raw materials and procedures. Moreover Tihar
jail is owning 16 stores in Delhi and in NCS. They supply their products into government
offices, courts, government and private institutions and in schools or many more.
Now Tihar jail is in collaboration with Reliance fresh and Vishal mega mart to increase their
market and make their products more popular.
There is a news onit,
NEW DELHI, JULY 27 :
Reliance Retail has entered into a partnership with Delhi-based Tihar Jail to sell bakery and
confectionery products manufactured by in-house prisoners.
“TJ’s is a great initiative and we are happy to support the cause and be associated with it. We
are beginning with this pilot and based on the customer feedback, the products would be
available across all Reliance Fresh stores in the city. The initial customer response during the
pilot phase has been encouraging,” Reliance Retail said in a statement.
Currently, the products would be available at 26 Reliance Fresh stores in Delhi.
The portfolio include a range of products such as bakery items, spices, stationery, furniture,
blankets, garments and detergent resulting in the evolution of the brand TJ’s. Through
verities of products and a couple of collaborations they got increase in their revenue from
2.36 cr in 2004-2005 to 18 cr in last financial year.
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CarpentryCarpentry WeavingWeaving TailoringTailoring ChemicalChemicalCommercial artCommercial art Bakery unitsBakery unitsHandmade PaperHandmade Paper

13. Major clients of TJ’s
• Parliament House, New Delhi
• High Court of Delhi
• All District Courts of Delhi
• Department of Education, Government of Delhi
• Department of Social Welfare, Government of Delhi
• Industrial Training Institutes (ITIs), Government of Delhi
• Polytechnic Colleges, Government of Delhi
• Delhi Secretariat, Government of Delhi
• Gandhi Smriti Sansthan
• Satya Bharti Schools (Bharti Foundation)
• Chief Election Office, Government of Delhi
• Kasturi International School, Delhi
• Kendriya Vidyalayas, Delhi
• Delhi Institute of Functional Imaging, South Extension, New Delhi
• Chowdhry Brahm Prakash Ayurved Charak Sansthan, Dilli Gate, Delhi
• Lakshmibai College, New Delhi
• Central Academy Senior Secondary School, R.K. Puram, New Delhi
• Katyani Shaktipeeth (Mandir) Trust, Chattarpur, New Delhi
• Directorate General of Home Guard & Civil Defence, Government of Delhi
• Lady Irwin School, Scindia Marg, New Delhi
• College of Art, New Delhi
• Various Corporations & Tribunals
4. Product planning:-
Products
1. Bakery products
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Products of TJ’sProducts of TJ’s
BakeryBakery
ApparelApparel FurnitureFurniture PaintingsPaintingsHandloom & textileHandloom & textile Mustard OilMustard OilPaper ProductsPaper Products

14. - bread
- biscuit / cookies
- namkeens
- rusk
- pattis
2. Handloom and textile
- handloom products
- home furnishing
- fabrics
3. Apparel
- Men’s wear
- Women’s wear
- Uniform
- Stitching work
4. Furniture
- School furniture
- Office furniture
- House furniture
- Wooden Accessories
5. Mustard oil
6. Painting
7. Paper products
- File covers
- Envelops
- Paper sheets
- Carry bags
- Office & hospital stationary
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
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15. and give them a better brand image so Prof Dheeraj Sharma, associate professor at IIM-A,
has decided to work for a better marketing strategy for the goods made at the prison.
The jail officials are in talks with a Japanese automobile company that supplies
products to Tata Motors and Maruti. A factory will soon be set up where the inmates
will manufacturing products for the Japanese firm.
PRISON INMATE’S LIFE AFTER TIHAR JAIL.
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16. GAURAV VIVEK BHATNAGAR
Hari Prasad (name changed) , the only person so far to benefit from the Semi Open Prison
scheme, at Tihar Haat a day prior to his release from Tihar.
Hari Prasad (name changed on request) walked out a free man from Tihar Central Jail No. 2
here late on Friday afternoon. But talking to The Hindu just a day before his release, after
having served a seven-year sentence in a murder attempt case, he did not look overly joyous.
The reason – over the last one year he had enjoyed a high degree of freedom as he was the
first and the only one so far to benefit from the “Semi-Open Prison” at Tihar.
“A year ago I was selected as the first person under this scheme,” he said, while attending to
some customers at Tihar Haat, where he got to work during the period.
“I come to Tihar Haat at 10 a.m. and leave around 6 p.m. Under the new scheme, I could
walk out of the prison gates, work here all day long and return to jail in the evening. Here I
am a salesman and also an accountant,” said Prasad. Though during the first six years of his
term too, Prasad worked as an accountant and handled prisoner accounts, the difference
under the “Semi-Open Prison”, he said, was that his family could come and meet him in the
much more congenial atmosphere of the Tihar Haat outlet without having to undergo the
rigmarole of the tedious mulakat process.
Though he was often unescorted, he never thought of running away. “I have properties and
family here. So where is the question of fleeing. I just wanted to serve out my time well,” he
said.
In fact, while drawing up a list of 200 more convicts for the scheme, the issue of faith is
uppermost on the mind of the prison administration. Director-General (Delhi Prisons) Vimla
Mehra said a total of 24 inmates have been selected for the Semi-Open Prison in the next
round.
Recommendation:-
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17. Maximum channelizing and awareness of their product is still needed to create
awareness in the other parts of the country, thus by collaborating with the regional
partners in locally they can help their brand to promote at much faster rate, and also
by hiring Professor Dheeraj Sharma from IIM-A, they have already started to think in
the direction which was required.
Moreover, special incentives on the creative products such as paintings and other
art works should be given to increase and motivate the inmates. In addition regular
checks should be made on the quality of the product and processing of the product
to ensure that the brand image in terms of the quality is not being compromised.
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18. Conclusion :-
TJ’s is a very recent brand but the way it is working and the products which TJ is offering it
is becoming very popular in local public. Through the outlets and showroom even supplying
in the mega malls they are reaching to a common people so they are being more and more
popular in the local market. Their goal is not to earn profit because they are doing these for
the welfare of the prison inmates that’s what most attracting to the public. Now Tj is thinking
to come in a national market so that they are collaborating with Reliance fresh and Vishal
mega mart. They are adopting modern business models so that their revenue is also
increasing drastically like their revenue in 2004-05 is just 2.36cr but now it has reached to
18cr in last financial year. Their aim is to take their revenue to 30cr in coming couple of
years. For achieving this target they are hiring professionals for their marketing strategies
like they hire prof. Dheeraj Sharma who is from IIM-A for their marketing strategy.
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19. Referencing:-
 http://namac.org/strategic-planning-what
 http://tihartj.nic.in
 http://wwww.newdelhibest.com/article/Tihar.asp
 bindu.menon@thehindu.co.in
 http://indiatoday.intoday.in/story/brand-tj-turnover-rises-sales-gone-up-
outlets-across-city/1/251405.html
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