Date:- 25/02/2013

Strategic planning of Tihar Jail Submitted to,

Prof. Mayanka Singh (Fundamentals of marketing)

Submitted by,
Nishit Deora Preet Shah (BBA 2nd year)

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.

Executive Summary
Tihar jail is the largest jail in sia located in !ew "elhi, India holding more than ##$$$ prisoners. The prison complex has nine central jails apart from a "istrict %ail at &ohini, which was commissioned in '$$(. The )hief Minister of "elhi Smt. Shiela "ikshit is the minister in charge of *rison "epartment. Tihar jail also holds a factory in jail no ' which was setup in #+,# where most of their products are manufactured. The %ail -actory is professionally managed by the prison inmates themselves under the guidance of technical experts . instructors. The %ail -actory employs around +$$ prisoners in its various units. Tihar jail is doing this for the welfare of the prisoners/ '01 of the wages earned by these inmates goes towards the 2ictim 3elfare -und, which is used to provide compensation to the victims . their families. Tihar jail runs a company called T%4S which manufactures different types of products like 5akery products, 6andloom . Textile, pparel, -urniture, *ure Mustard 7il, &ecycled hand8made paper products, paintings, designer candles . lamps, %ute bags, herbal products and many more. T%9s brand offers best :uality products at very competitive prices to the public, government and private institutions. T%9s products are manufactured in Tihar %ail -actory, which is accredited with various certifications for complying with international standards . practices. 3hich increased the demand for their product in market and opened their own #, outlets and also signed collaboration with &eliance retail and 2ishal mega mart. Through all these they earned their revenue of #;cr in last year and aimed to get revenue up to <$cr in next couple of years. =ven the company officers are talking with %apanese automobile manufacture company for the set up and do production for the %apanese company.

Table Of Content

No
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Names
cknowledgement

Pg No.
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=xecutive Summary

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#ntroduction I. II. III. bout Tihar jail bout the brand Tj4s bout the factory ( 0 ,

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Introduction of strategic planning

Strategic planning for Tihar jail

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*risoner4s life after the Tihar jail

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&ecommendation

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)onclusion

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&eferencing

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About Ti)ar *ail+,

)entral %ail, Tihar was setup in #+0; on the land of Tihar 2illage. In the beginning, only one )entral %ail was commissioned with the lodging capacity of #'>< prisoners. The prison population gradually grew and today as many as ##$$$ odd inmates are lodged here. Tihar *risons is the largest prison complex in sia. The prison complex has nine central jails apart from a "istrict %ail at &ohini, which was commissioned in '$$(. "elhi *risons is under the administrative control of ?overnment of !ational )apital Territory of "elhi headed by Shri Tejender @hanna, At. ?overnor, ?overnment of "elhi. The )hief Minister of "elhi Smt. Shiela "ikshit is the minister in charge of *rison "epartment. The *rincipalSecretary B6omeC Sh. ?.S. *atnaik, I S is the administrative secretary of the *rison "epartment. Sh. 5.@. ?upta, I*S who is the "irector ?eneral B*risonsC is presently the head of the *rison "epartment. Shri ).&. ?arg, " !I)S is the "eputy Inspector ?eneral of the *risons. =ach %ail is headed by a Superintendent of *rison who is from " !I)S cadre. Shri &ajesh ?oyal, " !I)S is the Superintendent of )entral %ail !o.' where the %ail -actory is also located.

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A-O.T T/E -0AN1 T*2s+,

T%9s is a uni:ue brand with a wide range of products which are manufactured by the prison inmates in Tihar %ail -actory. T%9s has a variety of products such as 5akery products, 6andloom . Textile, pparel, -urniture, *ure Mustard 7il, &ecycled hand8made paper products, paintings, designer candles . lamps, %ute bags, herbal products and many more. T%9s is a brand developed with a non8commercial and non8profit objective. Tihar %ail -actory provides an opportunity of reformation . rehabilitation to the prison inmates of Tihar %ail by channelising their energy towards a positive direction. T%9s brand offers best :uality 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 T% BTihar %ailC brand across the country. T%9s products are manufactured in Tihar %ail -actory, which is accredited with various certifications for complying with international standards . practices, such asD

#SO 344 +!44( 56uality 7anagement System8 #SO $44 +!44$ 5Environmental 7anagement System8 #SO (44 +!44' 5Occu9ational /ealt) And Safety 7anagement System8 #SO !!444+!44% 5:ood Safety 7anagement System8

T%9s products are available to the public through our exclusive outlets in "elhi.

About T)e factory+,

The %ail -actory is located in )entral %ail !o.', Tihar, !ew "elhi. It was setup in the year #+,# with the objective to engage prison inmates in productive work. 7ver the period of time, there has been manifold growth in the scope and activities of the %ail -actory. t present, Tihar %ail -actory has a )arpentry, 3eaving B6andloom . *owerloomC, Tailoring, )hemical, 6andmade *aper, )ommercial rt and 5akery units. The 5akery unit is known as Tihar 5aking School. very high level of cleanliness and hygiene is maintained in all manufacturing units. The %ail administration also runs various vocational . technical training programmes for skill development, reformation . rehabilitation of prison inmates in these units. new Shoe8making unit was started in "ecember '$$+ under *ublic8*rivate *artnership model. The products manufactured in %ail -actory are sold under the brand name of ET%9sE. The %ail -actory is professionally managed by the prison inmates themselves under the guidance of technical experts . instructors. The prison inmates working in the -actory are provided with wages at the rates decided by the ?overnment of "elhi. Twenty -ive percent B'01C of the wages earned by these inmates goes towards the 2ictim 3elfare -und, which is used to provide compensation to the victims . their families.

The %ail -actory employs around >$$ inmates in its various units. There has been a consistent increase in the number of inmates employed in the jail factory over the years.

7wing to the exceptional :uality . reasonable prices, T%9s 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 "elhi . !)& has been vastly successful, resulting in a considerable increase in turnover of the %ail -actory over the years.

;)at is strategic 9lanning<

Strategic *lanning is a management tool that helps an organiFation focus its energy, to ensure that members of the organiFation are working toward the same goals, to assess and adjust the organiFation9s 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 organiFation is, what it does, and why it does it, with a focus on the future.

P(ANN)N* Corporate planning Division planning Business planning Product planning

)MP(+M+N,)N* Organizing Implementing

-.N,/.(()N* Measuring results Diagnosing results Taking corrective actions

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Planning 9rocess+,

)orporate planning )orporate planning is the process of drawing up detailed action plans to achieve an organiFation9s goals and objectives, taking into account the resources of the organiFation and the environment within which it operates.
"ivision planning

"ivision *lanning and Management supports division wise strategic initiatives and leads projects and communications for their employees within the division. 5usiness planning 5usiness 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. *roduct planning *roduct 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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Strategic 9lanning for Ti)ar *ail.

#. Cor9orate Planning+,

Dg

Tec nical !"perts # Instructors

Prison Inmates

!. 1ivision 9lanning+, 2ision statement %ail shram, our endeavour is to reform and rehabilitate of prison inmates Mission statement To provide for the safe and secure detention of the prisoners Di0ision committed to *rison custody. To provide minimum standard of livingGtreatment to the prisoners remanded to judicial custody and at the same time to reform Grehabilitate them by involving them in various vocational, spiritual, educational activities so that they become useful citiFen of the country after their release.

Planning

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Carpentry Carpentry

Weaving Weaving

Tailoring Tailoring

Handmade Handmade Paper Paper

-ommer1ial art

Bakery Bakery units units

Chemical Chemical

the divisional planning in Tihar %ail can be marked in the most creative and intriguing way as one may see that the inmates at Tihar %ail 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.

". -usiness 9lanning+, The business planning model is as uni:ue as the business itself, as Mr !eeraj kumar the "? of tihar jail stated that they believe in the utmost :uality products and their main motive is to create a :uality 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 uni:ue place in the minds of the people as their mission statement stated and maintaining their :uality by using best :uality raw materials and procedures. Moreover Tihar jail is owning #, stores in "elhi and in !)S. They supply their products into government offices, courts, government and private institutions and in schools or many more. !ow Tihar jail is in collaboration with &eliance fresh and 2ishal mega mart to increase their market and make their products more popular. There is a news onit, NE; 1E=/#> *.=? !' + &eliance &etail has entered into a partnership with "elhi8based Tihar %ail to sell bakery and confectionery products manufactured by in8house prisoners. HT%4s is a great initiative and we are happy to support the cause and be associated with it. 3e are beginning with this pilot and based on the customer feedback, the products would be available across all &eliance -resh stores in the city. The initial customer response during the pilot phase has been encouraging,I &eliance &etail said in a statement. )urrently, the products would be available at ', &eliance -resh stores in "elhi. 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 T%4s. Through verities of products and a couple of collaborations they got increase in their revenue from '.<, cr in '$$(8'$$0 to #; cr in last financial year.
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7a@or clients of T*2s

*arliament 6ouse, !ew "elhi 6igh )ourt of "elhi ll "istrict )ourts of "elhi "epartment of =ducation, ?overnment of "elhi "epartment of Social 3elfare, ?overnment of "elhi Industrial Training Institutes BITIsC, ?overnment of "elhi *olytechnic )olleges, ?overnment of "elhi "elhi Secretariat, ?overnment of "elhi ?andhi Smriti Sansthan Satya 5harti Schools B5harti -oundationC )hief =lection 7ffice, ?overnment of "elhi @asturi International School, "elhi @endriya 2idyalayas, "elhi "elhi Institute of -unctional Imaging, South =xtension, !ew "elhi )howdhry 5rahm *rakash yurved )harak Sansthan, "illi ?ate, "elhi Aakshmibai )ollege, !ew "elhi )entral cademy Senior Secondary School, &.@. *uram, !ew "elhi @atyani Shaktipeeth BMandirC Trust, )hattarpur, !ew "elhi "irectorate ?eneral of 6ome ?uard . )ivil "efence, ?overnment of "elhi Aady Irwin School, Scindia Marg, !ew "elhi )ollege of rt, !ew "elhi 2arious )orporations . Tribunals $. Product 9lanning+,

Products o$ T%&s

Bakery Bakery

A22arel

Products

Furnitur e

Paper Paper Products Products

3andloom 4 te5tile

Mustard Mustard Oil Oil

Paintings Paintings

. -akery 9roducts
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6 6 6 6 6

bread biscuit G cookies namkeens rusk pattis

!. /andloom and textile

6 6 6

handloom products home furnishing fabrics

". A99arel
6 6 6 6

Men4s wear 3omen4s wear Jniform Stitching work

$. :urniture
6 6 6 6

School furniture 7ffice furniture 6ouse furniture 3ooden ccessories

%. 7ustard oil &. Painting '. Pa9er 9roducts

6 6 6 6 6

-ile covers =nvelops *aper sheets )arry bags 7ffice . hospital stationary

The IIM8 hmedabad seems to be a favourite of not just top industrial houses. !ow, Tihar jail wants to use the expertise of the institute4s faculty to market its products more effectively
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and give them a better brand image so *rof "heeraj Sharma, associate professor at IIM8 , 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.

P0#SON #N7ATE2S =#:E A:TE0 T#/A0 *A#=.

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? J& 2 2I2=@ 56 T! ? &

6ari *rasad Bname changedC , the only person so far to benefit from the Semi 7pen *rison scheme, at Tihar 6aat a day prior to his release from Tihar. 6ari *rasad (name changed on request) walked out a free man from Tihar )entral %ail !o. ' here late on -riday afternoon. 5ut talking to The Hindu just a day before his release, after having served a seven8year sentence in a murder attempt case, he did not look overly joyous. The reason K 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 HSemi87pen *risonI at Tihar. H year ago I was selected as the first person under this scheme,I he said, while attending to some customers at Tihar 6aat, where he got to work during the period. HI come to Tihar 6aat at #$ a.m. and leave around , p.m. Jnder the new scheme, I could walk out of the prison gates, work here all day long and return to jail in the evening. 6ere I am a salesman and also an accountant,I said *rasad. Though during the first six years of his term too, *rasad worked as an accountant and handled prisoner accounts, the difference under the HSemi87pen *risonI, he said, was that his family could come and meet him in the much more congenial atmosphere of the Tihar 6aat outlet without having to undergo the rigmarole of the tedious mulakat process. Though he was often unescorted, he never thought of running away. HI have properties and family here. So where is the :uestion of fleeing. I just wanted to serve out my time well,I he said. In fact, while drawing up a list of '$$ more convicts for the scheme, the issue of faith is uppermost on the mind of the prison administration. "irector8?eneral B"elhi *risonsC 2imla Mehra said a total of '( inmates have been selected for the Semi87pen *rison in the next round.

Recommendation:&#

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 rofessor !heeraj "harma from ##M$A, they ha%e already started to think in the direction which was re&uired. Moreo%er, special incenti%es on the creati%e products such as paintings and other art works should be gi%en to increase and moti%ate the inmates. #n addition regular checks should be made on the &uality of the product and processing of the product to ensure that the brand image in terms of the &uality is not being compromised.

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Conclusion +,
T%4s is a very recent brand but the way it is working and the products which T% 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 that4s what most attracting to the public. !ow Tj is thinking to come in a national market so that they are collaborating with &eliance fresh and 2ishal mega mart. They are adopting modern business models so that their revenue is also increasing drastically like their revenue in '$$(8$0 is just '.<,cr but now it has reached to #;cr in last financial year. Their aim is to take their revenue to <$cr in coming couple of years. -or achieving this target they are hiring professionals for their marketing strategies like they hire prof. "heeraj Sharma who is from IIM8 for their marketing strategy.

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0eferencing+,
httpDGGnamac.orgGstrategic8planning8what httpDGGtihartj.nic.in httpDGGwwww.newdelhibest.comGarticleGTihar.asp bindu.menonLthehindu.co.in http'((indiatoday.intoday.in(story(brand$tj$turno%er$rises$sales$gone$up$ outlets$across$city()(*+),-+.html

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