JAGSoM launches TSBS, India’s first dedicated brand management school; admissions open for 2026

The Jagdish Sheth School of Management (JAGSoM), has launched The Specialist Brand School (TSBS), describing it as India’s first institution focused entirely on brand management education.

The Bengaluru-based school has opened admissions for its first postgraduate programme in brand management (PGP-BM), a one-year full-time course set to begin in September 2026. The inaugural batch will be limited to 30 students, with a selection process that goes beyond academic scores and includes a personal interview with the dean.

With this launch, JAGSoM is trying to rethink how brand management is taught, moving it out of the traditional marketing bucket and treating it as a standalone business discipline centred on long-term value creation and differentiation.

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JAGSoM’s TSBS puts brand management at the centre

Unlike most management programmes where branding is just one part of marketing, TSBS is built around the idea that brand itself deserves deeper, dedicated study. The curriculum is designed to balance theory with real-world application, with a strong focus on understanding consumers and building brands from first principles.

One of the key components is a three-month brand practicum, where students will work on live projects with industry professionals. The programme is aimed at fresh graduates as well as early-career professionals looking to specialise or shift into brand-focused roles.

JAGSoM brings in Anand Narasimha to head TSBS

The school will be led by Anand Narasimha, a well-known name in the branding space with over four decades of experience and two Cannes Lions wins to his credit. Over the years, he has worked with major brands such as P&G, Nestlé, Dabur, ITC, Britannia, Sony, Samsung, Hyundai, and HSBC. He has been a faculty member at JAGSoM for several years.

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He said, "Brand isn't a toolkit. It is a way of thinking-a business weapon. When you manage a brand, you are shaping meaning, influencing consumer choices, and driving growth. We created this programme to treat brand management as a serious discipline and craft.”

Sanjay Padode, founder of JAGSoM, said, "General management programmes continue to build strong, well- rounded professionals. What we are creating with the Specialist Brand School is an alternative for those with clarity on their path. Here, students build deep brand fluency from day one, moving beyond surface learning. As JAGSoM evolves towards AI- first specialist pathways, the idea is simple: find what works for you and go deep enough to create meaningful career impact with academic depth that you can apply to your practical context.”