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Do new IIMs cause brand dilution?

Do new IIMs cause brand dilution?

Recently, 12 students of IIM Sambalpur left the PGP course due to lack of hostel facilities.
Here is the link to the article –
On LinkedIn, there is an accusation of brand dilution, saying that the newer IIMs are superfluous and any shortage in quality impacts the entire IIM brand. Similar comparisons have been made with reference to new IITs being established in the country. 
As an IIM student/Aspirant, what is your view on these accusations?
Is this supposed phenomenon of brand dilution real? Or is it wrong to prioritise brand dilution over the establishment of new potential institutes of excellence?


3 Answers
Apurva Sharma, IIM Trichy answered 9 months ago

Firstly, I want to take you through the bigger picture of IIM Brand to illumine your delusive conceptions.

  1. If you turn the pages of history, you will find that in the decade of 1990 to 2000, several IIMs like LKI themselves were new IIMs. Now their growth path and the way they are posing competition to older IIMs such as ABC doesn’t need any proof.
  2. Currently I am witnessing the rapid growth rate and the niche which is being sought to be carved out by IIM Trichy. IIMTs finance courses have been certified by CFA and teams from IIMT have represented India several times in CFA RC Global Challenge. Not just that, our teams have won many prestigious Corporate Competitions like L&T OutThink, Cognizant CXO Challenge, NHRDN HR Network and many more to list here. Other new IIMs such as Udaipur, Kashipur, Rohtak also have achieved several feats of their own. These achievements within such a short span of time mean that the brand value of IIMs is not getting diluted with these Institutions – It is rather increasing.
  3. MBA is meant to build your profile by offering you a holistic learning experience and all IIMs help you do that without any question. It gives you the Freedom to carve your future according to your interests.
  4. Going by alumni strength, it is a no brainer that IIMs have the largest alumni base globally as far as Indian B Schools are concerned. That should give you a reason to get into this network. Needless to say, one of the most important aspects of MBA is networking, and it pays.
  5. Might I tell you that IIMs have one of the best faculties of the field? You should figure it out on your own to experience the astonishment.

Clearly, this is in complete antithesis to the perceived notion of any “brand dilution” which might be happening, isn’t it?
Chirag, as explained above, one or two such stray incidents should not plant a misconception in your mind about the new IIMs. I hope you got my point.

I am a member of InsideIIM student team 4.0 and currently studying at IIM Trichy.

Chirag Shukla, MBA Aspirant

replied 9 months ago

Thanks Apurva!
Makes sense.

Jeetesh Varshney, IIM Udaipur answered 9 months ago

Hi Chirag,
The news of such kind definitely raises many questions in our mind. Being a hardcore management aspirant, your question seems justified. But there are some points I want to highlight regarding that IIM Shambhal incident is that the root of the hostel crisis lies in a MoU signed between IIM-S and Sambalpur University and as IIM Sambalpur is just a 3 yr old IIM, so a little bit of problem can come as building a great institute is a long-term process and all the new IIMs, as well as baby IIMs, putting every effort to build a great institute and maintain the quality of IIM league. Being a student of new IIM ie IIM Udaipur, daily I am witnessing the evolution of the institute towards greatness. Being just 7 yr old, IIM Udaipur is one of the fastest growing institutes. Even all the old IIMs and IITs were new at some point of time but the dedication of them of being the best in all aspect is the reason of what they are now even after facing many problems in the past. So all these accusations are very much superficial at this stage and yes there is a huge need for such branded and quality institutes like IITs and IIMs.

Member, InsideIIM Student Team 4 | PGP - IIM Udaipur, 2020

Chirag Shukla, MBA Aspirant

replied 9 months ago

thanks Jeetesh. 🙂

Rupali Verma,

replied 9 months ago

Very well said jeetesh.Some smaller issues can be ignored while dreaming of a bigger and better future.

Hey Chirag!
So I’m going to take a slightly holistic view of the idea of the IIM Brand. At the core of it, you walk away from your IIM experience with two things other than your experience – the MBA degree, and the IIM-X name. The brand of IIMs is inherently linked to both the “IIM” name and the “X-Factor” – that is to say, you don’t stop at saying, “He is from IIM”, rather, you say, “He is from IIM-B.” 
In that context, one could argue that the older IIMs gain brand value because they become more “coveted”. However, every single IIM provides the holistic development that an MBA gives you. Every single IIM has created enough value that the country recognises them as being worthy of the “IIM” name. And the bigger picture is that you now have more people with the opportunity to get an MBA – that’s no less valid no matter which institute you came from.
One very basic case study would be IIM-Bangalore. IIMB is 12 years younger than IIM-Ahmedabad and IIM-Calcutta, and yet vies for the top place right alongside the two older colleges today. Looking down the road, every IIM will reach that point too, and as an early alumnus of a “new IIM”, you have the ability to step in and accelerate that process.
Every institute faces problems. It’s part and parcel of growth – you can’t always expect smooth sailing. As such, I’d say that it’s more important to look towards how the institute resolves their issues, and what they aim to do in a longer term to understand the quality of the institute. And if more of us get the opportunity to follow our dreams, well, I daresay that argument trumps all others, at least to me.

Member, InsideIIM Student Team 4 | IIM Bangalore, PGP - 2020

Chirag Shukla, MBA Aspirant

replied 9 months ago

Very well articulated, Anish.
As it turns out, most of the accusations on LinkedIn etc. were from those who have never stepped foot in a b-school before, let alone an IIM.
Thanks for your answer!

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