Tihar Jail (TJ), one of the largest prisons in the world. However, TJ functions as a reformation and rehabilitation centre which aims at transforming the convicts into better human beings and employable citizens. As a part of this effort, it operates a factory and a baking school in its premises. Despite their good quality and garnering good reviews from the customers, the sales revenue had nearly stagnated. The marketing of products faced multiple problems related to branding, packaging, distribution management, advertising and promotion, and pricing.