India’s fishery sector holds immense significance for the country’s domestic food and nutritional security. As a crucial source of protein, fish provides essential nutrients to millions, yet the potential of the sector is far from fully realized. While the annual per capita fish consumption reached 13 kg in 2022-23, a notable rise from previous years, it still falls short of the international standard set by organizations like the OECD and FAO. With global per capita consumption hovering around 20.5 kg in 2019-20, India has substantial ground to cover if it is to meet the projected 21.4 kg per capita by 2031. This gap represents both a challenge and an opportunity—one that can be addressed through a combination of critical policy support, improved market linkages, and the integration of advanced technology into the sector.
Fish Consumption in India: An Overview
A study conducted by the National Council of Applied Economic Research (NCAER) in 2022-23 highlights the positive trajectory of fish consumption in India. Over a ten-year span, the monthly fish consumption per household has nearly doubled from 2.66 kg in 2011-12 to 4.99 kg in 2022-23. This significant growth is a testament to the sector’s expansion, driven by improved market networks and the increased availability of a wider variety of fish. Yet, despite this upward trend, the per capita consumption of 13 kg remains considerably below the global average.
The NCAER study, which surveyed 13,000 households across 105 districts in 24 states, provides valuable insights into the growing demand for fish. The findings indicate that India’s fish-eating population has seen a marked increase, with per capita consumption rising from 7 kg in 2011-12 to 13 kg in 2022-23. This growth is particularly encouraging, but it underscores the need for continued efforts to further augment consumption levels to match global standards.
One key factor contributing to the rise in fish consumption is the availability of more fish varieties in the marketplace. Around 56% of households surveyed reported that the increased variety of fish has made it easier for them to incorporate fish into their diets. This is a critical insight, as it suggests that expanding market access and diversifying the types of fish available can directly impact consumption patterns.
However, the study also revealed that price remains a significant consideration for many households, particularly those in lower-income groups. Around 19% of households noted that lower fish prices have played a role in increasing their consumption, while 28% of households reported an overall increase in fish consumption over the past five years. These findings highlight the complex interplay between market access, pricing, and consumer behavior—a dynamic that must be addressed through targeted interventions.
Income Disparities and Fish Consumption
The disparity in fish consumption across different income groups presents one of the sector’s most pressing challenges. For low-income households, limited purchasing power is a significant barrier to consuming fish regularly. According to the survey, 73% of district officials identified low purchasing power as the primary reason for the low fish consumption among low-income groups. This highlights the need for policy interventions that focus on making fish more affordable and accessible to this demographic.
In middle-income groups, the challenge shifts from affordability to awareness. Approximately 44% of respondents in this group cited a lack of knowledge about the health benefits of fish as the main reason for their low consumption. This suggests that education and awareness campaigns could play a vital role in boosting demand in this segment. By highlighting the nutritional advantages of fish, such as its high protein content, omega-3 fatty acids, and essential vitamins and minerals, policymakers and industry stakeholders can drive home the message that fish is a healthy and sustainable source of nutrition.
For high-income households, the issue is not price or awareness, but rather the cleanliness and hygiene of fish markets. A significant 54% of respondents in this group reported that they avoid purchasing fish due to the poor sanitary conditions of local markets and concerns about the freshness of the products. This presents an opportunity for investment in modernizing fish markets, ensuring that they meet the hygiene standards expected by consumers. Creating clean, well-maintained marketplaces will not only attract higher-income consumers but also improve overall public health and food safety.
Marketing and Distribution: Overcoming Sectoral Challenges
One of the primary challenges faced by India’s fishery sector is the lack of efficient marketing and distribution networks. Farmers frequently cite low prices, inadequate transportation options, and high post-harvest losses as major obstacles to selling their products. In many cases, fish farmers are not equipped with the skills or resources needed to navigate the complexities of marketing their products effectively. Without access to proper market linkages, farmers struggle to connect with consumers, resulting in missed opportunities for both the producers and the market as a whole.
For farmers, the marketing process is where they finally realize a return on their investment. Effective marketing involves more than just selling the fish; it encompasses a wide range of activities designed to move the product from the farm to the consumer. This includes handling, processing, packaging, and distributing the fish, as well as ensuring that it reaches the market in a fresh and consumable state. Unfortunately, many small-scale farmers lack the infrastructure and resources needed to carry out these activities efficiently.
One potential solution to this problem is the establishment of door-to-door fish vending services and mobile vending centers in both urban and rural areas. By bringing fish directly to consumers, these initiatives can bypass many of the logistical challenges that farmers face, while also making it easier for households to purchase fresh fish. Additionally, the creation of retail fish kiosks, particularly in busy areas like railway stations and bus terminals, could help drive demand by making fish more accessible to consumers on the go.
In rural areas, the establishment of hatcheries, processing plants, and mobile fish kiosks could provide a much-needed boost to the local economy while ensuring that consumers have access to a wider variety of fish. By investing in infrastructure at the block and panchayat levels, policymakers can help create a more robust distribution network that benefits both farmers and consumers alike.
The Role of Technology: A Game Changer for Fish Marketing
As the fishery sector looks to expand its reach, technology offers a powerful tool for improving efficiency and transparency across the supply chain. One promising development is the introduction of the Fish Market and Price Information System (FMPIS), a web-based platform that provides real-time information on fish prices, availability, and market trends. By giving stakeholders—fishermen, farmers, processors, wholesalers, and retailers—access to accurate and up-to-date market data, FMPIS can help reduce the information asymmetry that often leads to price volatility and exploitation.
In addition to improving market transparency, FMPIS can also help policymakers make more informed decisions about the management and regulation of seafood markets. By collecting comprehensive market data, the platform can provide valuable insights into consumer behavior, price trends, and market demand. This information can be used to develop more effective policies aimed at promoting sustainable and efficient seafood markets.
Beyond FMPIS, the integration of AI-driven solutions into the fishery sector holds immense potential for reducing waste, improving logistics, and expanding market access. AI can be used to predict consumer demand, optimize supply chains, and identify new market opportunities. For example, AI-powered analytics can help farmers determine where to sell their products based on real-time demand, thus minimizing spoilage and maximizing profits. Additionally, e-commerce platforms and online marketplaces can connect fish farmers directly with consumers, creating new channels for selling fresh, processed, or packaged fish.
However, the adoption of these technologies poses challenges for small and mid-sized farmers, who often lack the resources and technical expertise needed to implement modern systems. To overcome this barrier, there must be a concerted effort to provide training and support for farmers, as well as investments in infrastructure that enable the widespread use of technology across the sector. Government bodies, private organizations, and research institutions must work together to create an enabling environment that fosters innovation and empowers farmers to embrace these new tools.
Policy Recommendations: A Path Forward
To fully capitalize on the potential of India’s fishery sector, a multi-pronged approach is necessary. First, there must be substantial investment in infrastructure to improve the marketing and distribution of fish. This includes the construction of modern, hygienic fish markets, the establishment of mobile vending centers, and the development of cold storage facilities to preserve the freshness of fish during transport. Additionally, policymakers should focus on increasing consumer awareness about the health benefits of fish through mass media campaigns and targeted outreach efforts.
Furthermore, the government should prioritize the implementation of technology solutions like FMPIS and AI-driven analytics to improve market transparency and efficiency. By providing farmers with access to real-time market data and predictive tools, policymakers can help reduce waste, improve profits, and ensure a more stable supply of fish to meet growing demand.
Finally, there is a need for targeted interventions aimed at making fish more affordable and accessible to lower-income households. This could include subsidies or financial incentives for fish farmers, as well as programs designed to increase the availability of low-cost fish in local markets. By addressing the specific needs of different income groups, policymakers can create a more inclusive and equitable market that benefits both producers and consumers.
Final Word
India’s fishery sector is at a critical juncture. While the country has made significant strides in increasing fish consumption, there is still much work to be done to reach global standards. By addressing the challenges of market linkages, integrating technology, and providing targeted policy support, India can unlock the full potential of its fishery sector. With the right investments and interventions, the country can not only bridge the gap between its current consumption levels and global benchmarks but also ensure that fish continues to play a vital role in the nation’s food and nutritional security.
