IIM or Non IIM: B Schools’ Brand Value and Quality it offers are integral

Updated as on Jan 17, 2024. First Published on Nov 2022. Apparently it is a general tendency to associate Quality with Brand. However, this propensity does not hold good. A perception that Brand X  will offer the same level of quality is incorrect. For example, let’s consider Brand “IIM”. There are three distinct and different categories in which the IIMs can be classified broadly. Could be many more but we shall now consider 3 categories –  ‘The Old IIMs’ – considered the top 4 IIMs of the country – IIM A, B, C, L then ‘The New IIMs’ followed by ‘The Baby IIMs’. 

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Brand Value of each of the categories would be different from each other. IIM A can not be compared with IIM Sirmaur. Same goes with the non IIM brands. MDI Gurgaon, considered one of top B Schools of the country, and MDI Murshidabad are in completely different leagues.

It’s worth mentioning here that long before any Indian Institute of Management came up it was XLRI which was established in 1949 followed by IISWBM Calcutta in 1953 and FMS Delhi which was established in 1954. 

The top 3 IIMs – Calcutta (being the first IIM established in 1961) then Ahmedabad (later part of 1961) and Bangalore (1973) are the oldest and most respected IIMs. Later on other IIMs came up – first the ‘New generation of IIMs’ and later the ‘Baby IIMs’. 

XLRI, SPJIMR still retain top slots in any ranking of management institutes and are the most preferred B Schools of the country now. 

There are plenty of instances where students who may have converted for both IIM A and FMS Delhi, eventually opted for FMS Delhi. The low fee (compared to IIM A) and the steep salary of FMS (at par with IIM A) is a huge factor which goes in favour of FMS. ‘Learning experience’ of the student may differ. 

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Similarly, ISB Hyderabad gives a very tough competition to all these 4 IIMs. So does XLRI Jamshedpur, FMS Delhi, JBIMS and MDI Gurgaon. 

Over the years the IIMs definitely has a brand equity and edge over the Non IIMs and from a brand perspective for many of us ‘brand IIM’ may appeal more. However, not all IIMs can be classified under the same bandwidth just for the namesake. Same goes for new campuses opened by MDI, XLRI, SIBM, NMIMS etc. etc. 

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In each of the 3 categories mentioned for the IIMs there are Non IIM B Schools which provide a similar value proposition. For clarity, listed below are IIMs and the non IIM counterparts which compete. 

In fact, until a few years down the line when IIMs offered PGDM and not MBA (before IIM Act 2017 introduced by GoI), many students who wanted to go for higher studies, fellowship or research opted for universities which offered MBA. 

The scenario changed and competition for IIMs increased a few notches when the IITs started coming up with their own management institutes.  The trend started with IIT Kharagpur launching VGSoM in 1996. 

Some Non IIM B Schools considered at par with : 

*consideringFees/Avg.Salary /Recruiters Profile /CutOff /Faculty /Infra /ROI /Brand perception

One major factor which should also be considered when shortlisting a management institute is the specialization one may want to pursue. 

Do share your thoughts and queries.