Tihar Jail is not just in the news for its prisoners, some of them high-profile. A range of snacks and consumer goods produced by Tihar Jail inmates are now being marketed under the TJ brand through newspapers and FM radio channels.

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


Products under the TJ brand name recorded a turnover of Rs 15 crore last year

At present, the brand is being promoted with the help of newspapers and FM radio channels.

The jail authorities are also trying to rope 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.

Authorities at Tihar said it will take two-three months for the products to become popular despite their aggressive marketing and advertising.
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The products include a range of food items such as biscuits and snacks, clothings, handloom and textiles, furniture and home decor goods.

To bring the brand TJ close to consumers, Tihar authorities have also 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.