Despite its expansive 1,000 km coastline and the allowance of fishing up to 200 nautical miles within the exclusive economic zone (EEZ), Andhra Pradesh faces a challenge with the absence of a robust domestic market for fish, shrimp, and aquaculture products. In response, the state government has introduced a multifaceted marketing strategy, encompassing periodic seafood festivals and the establishment of branded retail outlets.
V.V Rao, Joint Director of the Fisheries Department, highlighted the current dynamics of a “Buyer’s Market” where entrepreneurs investing substantially in aquaculture, particularly shrimp farming, face challenges due to the lack of a reliable domestic market. The food festivals, conducted in collaboration with Bhoomi Organics, aim to stimulate demand, popularize seafood, and establish connections between entrepreneurs and consumers.
The state boasts significant marine resources, with 5.75 lakh tonnes of marine fish, 10 lakh tonnes of fish available in natural water bodies, and up to 20 lakh tonnes of cultured shrimp, resulting in a total annual production of 52 lakh tonnes of fish, shrimp, and aquaculture products. However, a substantial portion, approximately 15 lakh tonnes of shrimp, is exported, while only three to four lakh tonnes are consumed locally.
To address this, the government is encouraging increased internal consumption, emphasizing the nutritional benefits of seafood as a natural and affordable alternative. The state’s ambitious plan includes seafood festivals in various locations, the establishment of ‘Fish Andhra’ retail outlets, and an online ordering option. A subsidy of up to 75 percent, along with training and support, is provided to entrepreneurs opening outlets.
Despite these initiatives, K Kanna Babu, Fisheries Commissioner, acknowledges that more efforts are needed. While non-vegetarian food is popular in Andhra Pradesh, the average seafood consumption per person per annum remains below 8 kg, indicating an untapped domestic market. Babu stresses the importance of reducing dependency on international markets, citing the example of Brazil, which has successfully developed its domestic seafood market.
The commissioner reveals plans for increasing the number of retail outlets to 4,000 by March, from the existing 2,000, and urges a shift toward a Brazil-like model where a significant portion of the cultured shrimp is utilized domestically. Despite current challenges in international markets, the state is determined to bolster its domestic seafood consumption and support local entrepreneurs.
Source: PTI
