Domestic Fish Marketing – Department of Fisheries, Government of Andhra Pradesh

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Case Study

Domestic Marketing initiative for Animal Husbandry and Fisheries

Products in Krishna District of Andhra Pradesh

Problem:
The availability of quality fish and aqua products near the end consumer was low in the state of Andhra Pradesh. The per capita consumption of fish in the state was low as well (8 kg/capita/year), This is significantly lower when compared to other major fish producing states due to improper handling of fish and unorganized markets resulting in substandard quality fish at end consumers. Maintaining a strong supply chain for live fish transportation to retail units is difficult and can only be solved by dedicated policy interventions and the fish supply chain is unorganized and the fishermen are dependent upon local aggregators to sell their catch.

Solution:
The overall system is integrated through an IT platform that provides supply chain management, inventory management, sale/purchase processing, financial management, E-commerce, customer analytics etc. to ensure product quality and process standardization. Electronic, Print and Digital marketing & promotions are done to create awareness about the benefits and importance of fish and aqua products and augment the customer base.

Outcomes:
The creation of an alternative market for offering remunerative prices to farmers and fishermen especially during times of distress and availability of quality aqua products at an affordable price close to the consumers across the length and breadth of the state. Reduction in the wastage of aqua products and increase the shelf life of the product results direct and indirect employment opportunities to around 80,000 stakeholders involved in the value chain.

Challenges:
Identification of the right beneficiary with an entrepreneurial mindset is crucial for the sustainable business operations of the overall model and for maintaining a strong supply chain for live fish transportation to retail units.

Innovations:
The assortment is not limited to live, fresh fish and aqua products and also includes breaded, DIY (Do It Yourself), Cooked aqua products. The units will be fully owned and managed by Entrepreneurs and APFD will support supply chain operations and Brand promotion with the IT platform (ERP, Analytics and E-commerce).

Opportunity
This model will be further expanded with another 50 hubs and Approx. 8,000 spokes throughout the state making fish and aqua products accessible in every nook and corner of the state.

For more information, please contact:
Mr Venkateswara Rao V, Joint Director of Fisheries at vvrkkd@yahoo.com

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