New Delhi: The products from the Tihar jail factory have drawn the attention of one of the pioneer educational institutes of the country - Indian Institute of Management-Ahmedabad (IIM-A).

The Tihar jail and IIM-A have come into collaboration as the former sought latter’s help for branding and marketing its products.

Meanwhile, one of the experts from the institute has expressed his wish to include a case study of Tihar jail factory in its curriculum. The Tihar administration hopes that this move will prove beneficial for both the sides.

According to Tihar jail authorities, after looking at an ad of Tihar products in the newspaper, IIM-A’s Assistant Professor (marketing and international business) Dheeraj Sharma sent an e-mail to the jail administration.

He appreciated the products made in the jail factory and also proposed for its branding and marketing.

DG of Tihar Jail, Neeraj Kumar immediately accepted the proposal after which the administration in a written reply asked for IIM-A’s help for branding.

DIG, Tihar Jail, RN Sharma said, “Marketing experts of the IIM-A had visited Tihar jail. They will conduct a case study.”

As per the officials, the institute will incorporate the case study in its curriculum as well. The jail factory has an annual turnover of Rs 16 crore.