Dissertation report on

"An In-depth Analysis of Tea Brands in

India: A Comprehensive Study on Market
Dynamics, Consumer Preferences, and
Competitive Strategies"

Report submitted by
Name: - Subham Hazra
Roll: - IS NO.: -
Registration no.: -
Institute: -Bengal Institute of Business Studies
 Certificate

To whomever it may concern

This is to certify that Reg. No. of 2023-2024. Roll No – IS NO.: -, a
bona field student of this college has completed his dissertation as per
guidelines, she has done this completely on his own and it is an
original work and not copied from any resource.

Thanking you,

Yours truly,

Assistant Professor
Bengal Institute of Business Studies
 Declaration
I, Subham Hazra hereby solemnly declare that this dissertation work
entitled “A Detailed Analysis on Marine Based Food Industry”
submitted by me is an outcome of my independent and original work.
This report is submitted in partial fulfillment of the requirements for
the MASTER OF BUSINESS ADMINISTRATION degree in
BUSINESS MARKETING at
VIDYASAGAR UNIVERSITY is entirely my original work and has
not been submitted, in whole or in part, for any other degree or
diploma at this or any other institution. Furthermore, I understand and
acknowledge that plagiarism, in any form, is a serious academic
offense and I have adhered to all ethical principles of research and
scholarship throughout the development of this dissertation.

In witness whereof, I have sent my hand to this declaration on the

date: 1st April 2024.
Signature of the Research Scholarship:

Name of the Research Scholar:

Subham Hazra

Place: Kolkata, WB.

 Acknowledgment

I would like to express my sincere gratitude to all those who have contributed
to the completion of this dissertation on the detailed analysis of the marine-
based food industry. First and foremost, I am deeply thankful to my dissertation
advisor, whose guidance, support, and invaluable insights have been
instrumental throughout this research journey. Their expertise and
encouragement have been a constant source of inspiration. I am also indebted to
the numerous scholars, researchers, and practitioners whose work in the field of
marine science, economics, and sustainability has served as a foundation for
this study. Their contributions have enriched the breadth and depth of my
understanding of the subject matter. I extend my heartfelt appreciation to the
participants and stakeholders who generously shared their knowledge,
experiences, and perspectives during interviews, surveys, and discussions.
Their willingness to engage in dialogue has provided invaluable insights into
the real-world complexities of the marine-based food industry. Furthermore, I
would like to thank my friends and family for their unwavering support,
understanding, and encouragement throughout this endeavour. Their patience
and encouragement have been a constant source of strength. Lastly, I express
my gratitude to the academic community, research institutions whose resources
and facilities have facilitated the completion of this dissertation.

This work would not have been possible without the collective contributions
and support of all those mentioned above. Thank you for being part of this
journey.
 Abstract
The marine-based food industry stands as a critical nexus between human
sustenance and oceanic ecosystems, encompassing a vast array of activities
from fisheries to aquaculture. This dissertation undertakes a detailed
examination of the multifaceted dimensions that define this industry,
elucidating its economic, environmental, and social implications. Drawing
upon a diverse range of scholarly literature, statistical data, and case studies,
this research endeavours to offer a comprehensive understanding of the marine-
based food industry's dynamics. Key focal points include the historical
evolution of fishing practices, the contemporary landscape of global fisheries
and aquaculture, technological advancements shaping production efficiencies,
market dynamics and trade patterns, as well as regulatory frameworks
governing resource management and sustainability. Moreover, this dissertation
delves into the ecological ramifications of marine-based food production,
scrutinizing its impact on marine biodiversity, habitat degradation, and the
delicate balance of marine ecosystems. Special attention is paid to the
challenges posed by overfishing, bycatch, pollution, and climate change,
alongside innovative approaches and emerging technologies aimed at
mitigating these threats and fostering sustainable practices. Furthermore, the
social dimensions of the marine-based food industry are critically examined,
including its role in food security, employment generation, and cultural heritage
preservation. Through qualitative analysis and stakeholder perspectives, this
research explores issues of equity, governance, and community resilience
within coastal societies dependent on marine resources. In synthesizing these
various strands of inquiry, this dissertation seeks to provide valuable insights
for policymakers, industry stakeholders, and scholars alike. By identifying
opportunities for sustainable development, enhancing resilience, and promoting
responsible stewardship of marine resources, it endeavors to contribute to the
ongoing discourse surrounding the future viability and integrity of the marine-
based food industry in an era marked by profound environmental and
socioeconomic challenges.
Pre- Covid Results:

Key Players Of The Processed Seafood Industry In India

Megaa Moda Private Limited:

Founded in the year 2011 by Mr. Yogesh Gupta and Mr. Shankar Ramalingam, Megaa Moda is a
name that resonates across the seafood industry, admired and respected for its unwavering
commitment to excellence and sustainability. Their unwavering dedication to quality has earned
them a reputation for offering the highest-quality shrimp products globally, setting new benchmarks
in innovation and technology.

They understand the importance of diversity, and that's why their range of shrimp products is vast
and includes Vannemei, Black Tiger shrimp, Freshwater Scampi, Pink shrimp, White shrimp, Sea-
caught shrimp, and more, available in various forms such as HOSO, HLSO, EZPL, PDTO, PD, PUD, and
Butterfly, as well as RAW FROZEN in IQF & Block form, and BLANCH available in IQF form.

Their commitment to reliability and quality has resulted in long-term partnerships with customers
across the globe, including Japan, Vietnam, Thailand, Malaysia, Singapore, Hong Kong, China, Korea,
Netherlands, France, Belgium, The United States, Mexico, The United Arab Emirates, Taiwan, and
Brunei. They are honoured to have received recognition from top quality control organizations such
as IOS 9001:2015, MPEDA, EIA, and FSSAI, as well as certifications from the US FDA, BAP, and BRC.

As a THREE Star Export House recognized by the Ministry of Commerce and Industry, Govt. of India,
they are committed to delivering the best shrimp products to their customers worldwide.
At Megaa Moda, they pride themselves on pushing the boundaries of the seafood industry. Their
portfolio of high-quality seafood products continues to expand and diversify, including export-quality
Prawns now available in India. They have also ventured into a new line of convenience food, with
ready-to-eat and ready-to-cook options for both the Indian and global markets. Their range now
includes Basa Fish, Hilsa Fish, Bhetki Fish, and a variety of other Ready-to-Cook and Ready-to-Eat
seafood items, all crafted with the same level of excellence and attention to detail that has made
them a leader in the industry. Their goal is not just to meet but exceed the growing demands of their
customers, while continuing to cement their position as the premier seafood processor and
exporter. At Megaa Moda, they don't just maintain the status quo, but they constantly strive to go
beyond and explore new horizons within the seafood industry.

Vision
"To lead the global seafood industry by delivering exceptional quality products that surpasses
customer expectations, while maintaining their commitment to sustainability, ethical practices, and
environmental stewardship."

Mission
“They strive to achieve their vision by sourcing the best quality seafood, utilizing state-ofthe-art
technology and processes, and fostering a culture of continuous improvement. At the same time,
they recognize the importance of environmental stewardship and are committed to promoting
sustainable fishing practices and reducing their carbon footprint. Through their long-term
partnerships with customers and suppliers, they aim to drive positive change throughout the
seafood industry, promoting social responsibility and ensuring a healthy and thriving planet for
generations to come.”

Sustainability and Committed to a Greener Future

Megaa Moda is more than just a shrimp processing and exporting company. They’re a team of
passionate individuals committed to sustainability and environmental responsibility. They believe
that their business can make a positive impact on the planet, while still providing high-quality
seafood to their customers.

One of their key sustainability practices is responsible sourcing. They work closely with local
fishermen who use sustainable fishing methods, ensuring that the seafood they process is caught in
a way that is environmentally friendly and economically viable for the fishing communities. This
helps to preserve the natural ecosystems and ensure that the seafood industry remains sustainable
in the long run.

In addition, they've implemented a closed-loop water management system that re-circulates water
used in processing and cleaning. This minimizes their water consumption and helps to conserve this
precious resource. Their commitment to renewable energy is also a top priority, with solar panels
installed on their premises to generate clean energy and reduce their carbon footprint.

They're proud of their waste management practices as . They've implemented a waste segregation
system to separate different types of waste for recycling or safe disposal. This helps to reduce the
amount of waste generated by their operations and minimizes their environmental impact.
Ultimately, they believe that their sustainable practices set us apart in the seafood industry. At
Megaa Moda, they're not just about providing delicious seafood to their customers - they're also
committed to making a positive impact on the planet. Join us on their sustainability journey and
taste the difference with Megaa Moda.

Key products offered by Megaa Moda Pvt . Ltd.

Different types of shrimps like:

• Vannemei

• Black tiger prawns

• Fresh water scampi

• Sea tiger prawn

• Sea water pink

• Sea water flotheyr

• Sea water brown

• Deep sea shrimps

• Sea water karikadi

• Sea water cat tigerKing prawn

• White prawn

• Jawal.

All in various categories like-

HOSO- Head on Shell on

HLSO- Headless Shell on

EZPL- Easy Peel

PDTO- Peeled Deveined Tail-on

PD- Peeled Deveined Tail-off

PUD- Peeled Undeveined

Butterfly.

All in block frozen, blanched and individual quick freezer (IQF) forms.
Apart from crustaceans the company is also aiming to expand its product portfolio with a new line of
convenience food, ready-to-cook and ready-to-eat options for both Indian and global market. From
Basa to Hilsa and Bhetki fish’s ready-to-eat and cook items like fish fry, fish finger and cheese balls.

IFB Agro Industries Limited- IFB Agro is one of the leading processor and exporter of frozen seafood
to a number of countries across the globe. Headquartered in Kolkata it sells its products in block and
iqf forms and also in ready to eat and ready to fry products. Apart from marine products the
company is also in the business of manufacturing marine, poultry and cattle food supplements and
manufacturing distilled alcohol for different brands. It also manufactures dry ice for various
industries and carbon-dioxide for soft drink companies.
Deeply committed to sustainable practices:

The Company’s constant endeavour is to meet today’s seafood requirements while protecting the
environment for tomorrow. We follow ethical business practices and our policies and supplier
requirements are constantly updated to reflect our Responsibilities towards sustainability.

IFB is committed to fulfil all legal, national and international regulations in order to ensure the safety
and hygiene standards of the product. Raw materials of the highest grade are always sourced from
Aqua Farms registered with the CAA (Coastal Aquaculture
Authority).Our Quality Assurance involves each and every one of our employees in order to achieve

our goal of flawless quality.

Products Offered:

Black Tiger

Vannamei

Freshwater Scampi

Sea Catch

HL, PD, PDTO, HO, EZ,

Block, IQF, Semi IQF

IFB Nutrafeed for Shrimps

IFB Nutrafeed for Fish

KNC Agro Limited- KNC Agro Ltd was established in the year 2014. It is a very modern shrimp
processing plant in East Medinipur Dist of West Bengal, India. This ultra-modern plant is equipped
with adequate missionary and infrastructure capable of handling up to 80 metric tons of shrimp raw
material per day. The plant is ideally located in the midst of Aquaculture as well as wild-caught
shrimp resources. By virtue of its location, the plant can operate throughout the year without
compromising on the freshness and quality of Raw material as well as finished product. Apart from
marine products KNC agro brands Rekha hotels and resort in Digha and HEROCKONA Pvt. ltd a
company which sells shrimp feed and supplements.

The Group was founded and led by Mr.Mamrej Ali, assisted by group of directors and executives

with decades of experience in shrimp business.

The Group has invested about 10 million USD in the business and produced 8000 Mt of shrimp in
year 2014 and expected to produce 12000 MT of in the year 2015. About 800 regular and
experienced females and males workers for the group.

The company has a fleet of insulated and reefer trucks to transport Raw material and finished
product. The Group started shrimp processing and export way back in year 1998 as Nezami Rekha
Sea Foods Pvt.Ltd in Kolkata in a leased facility and went on to commission own processing plant in
Kolkata in the year 2008. This facility is located in Unit No.10 of Benfish Complex, International
Processing center.

In addition to Nezami Rekha Sea Foods, the KNC Group include other business interests Rekha Hotel
which is a resort hotel at Digha beach of west Bengal.

Shrimp Feed distribution by sister company HEROCKONA Sea Foods Pvt.Ltd.

200 Hectares of owned and 3000 Hectares of franchised shrimp farms by KNC.

10 Fishing boats owned by Nezami Rekha and 100 boats are contracted for exclusive supply of 2000

MT of Seacaught shrimp per annum.

Brands: REKHA – For Black Tiger Prawns extensive traditional material (Kolkata plant produce)

Products: Mondon (Black Tiger)

Vannamei

Wild (Mostly Tiger’s, Whites,Pinks)

Head-on

Headless

Easy peel

PD tail on

PD

PUD
Pasupati Aquatics- From humble beginnings in 1994, in the city of Contai and its adjoining areas of
District – Purba Mednipur, KASTURI AQUA LIFE PRODUCTS PVT LTD, has grown to be industry leaders
in the shrimp farming and export sector. Under the able leadership of its Chairman, Mr. Chintamani
Mondal, the group has been credited as the pioneers of Black Tiger and Vannamei cultivation in
India. Mr. Subhajit Mondal, son of Mr.Chintamani Mondal joined the company and established the
export house PASUPATI AQUATICS PVT LTD.

Kasturi shrimps is ASC, US-FDA, and BAP certified frozen shrimp supplier, and one of the biggest
quality Shrimp exporter from INDIA. Kasturi shrimps has certificates to export frozen, Raw, semi
processed and processed shrimps all over the world, and counts among the best and recognized
Suppliers, Wholesalers, and Exporters of Good quality frozen Shrimp species from India.
Pasupati Aquatics Pvt Ltd is vertically integrated and can boast of total traceability with its farm to
fork program. We are supplying seed, probiotics, feed with zero antibiotics and our own controlling
system. Now we have the ASC approved farms with COC factory facility.

We are also increasing our own farming to increase the productivity.

Our endeavor is to be close to our customers, understand and serve them better. We believe in long
term business relationship and try our best to ensure that good quality product with required sizes is
shipped at the correct price within the agreed delivery time.

Quality policy:

We believe in ‘Quality Through Control‘, which is the underlying principle behind our processes. We
strive to achieve consistency in delivering superior quality products by implementing a system of
control at all points of the manufacturing process.

Vision:

To maintain our leadership in the market as a manufacturer and supplier of the best quality seafood

with setup of processing plant in advanced technology.

Mission:

To be the most reliable and competitive seafood manufacturer, produce the best quality frozen

seafood globally and establish long lasting relationships.

Focus:

Hygiene:

At Pasupati, we believe it is our responsibility to deliver fresh products to every client every time.
We strive to uphold this commitment made to our customers by taking an honest approach without
any short cuts. Our reputation is only matched by the standard with which we maintain the quality
and cleanliness of our facilities.

Pro-Change:

At Pasupati, we have a Pro-Change attitude which we have carried forward since our inception. We
constantly make efforts to update our methods with the times. This attitude is central when taking
and dissecting the feedback we get from our clients in a constructive manner.
Products:

Block Frozen:

Kasturishrimps provides the following regular products in Block Frozen..!!

Eazy Peel Vannamei Shrimps

Eazy Peel Black Tiger Shrimps

Black Tiger – Pulled Veined

Head On Vannamei Shrimps

Vannamei – PDTO Shrimps

Headon Black Tiger Shrimps

Headless Vannamei Shrimps

Headless Black Tiger Shrimps

Vannamei Pud Shrimps

Black Tiger Pud Shrimps

Peeled & Deveined (Vannamei)

Peeled & Deveined (Black Tiger)

P&D Back Cut

Vannamei Pulled Veined (Pvpd) Semi

IQF:

Kasturishrimps provides following regular products in Semi IQF..!!

Head on Semi IQF (Vannamei)

Headless Semi IQF (Black Tiger) Headless

Semi IQF (Vannamei)

Head On Semi IQF (Black Tiger)

IQF:
Kasturishrimps provides the following regular products in IQF..!!

Peeled and Deveined Tailon (PDTO)

Pulled Vein (PV)

Butterfly

Raw Headless IQF

Raw Peeled & Undeveined

Eazy Peel IQF

Peeled and undeveined (PUD) Cooked

& Blanched:

Kasturishrimps provides following regular products in Cooked or Blanched..!!

Salad Shrimp Headon

Cooked

Headless Cooked

Cooked Pud

Cooked PD Tail On /Tail Off

ITC Agri Business - ITC's pre-eminent position as one of India's leading corporates in the
agricultural sector is based on strong and enduring farmer partnerships that has revolutionized and
transformed the rural agricultural sector. A unique rural digital infrastructure network, coupled with
deep understanding of agricultural practices and intensive research, has built a competitive and
efficient supply chain that creates and delivers immense value across the agricultural value chain.
One of the largest exporters of agri products from the country, ITC sources the finest of Indian Feed
Ingredients, Food Grains, Marine Products, Processed Fruits & Coffee.

ITC Agri Business is one of the leading domestic players and exporters of numerous agricultural
commodities. It works with farmers to improve the productivity and quality of various crops and
sources the finest of Grains, Oil Seeds, Pulses and a range of value-added agri products such as
Processed Fruits, Coffee and Shrimps across multiple geographies in India. Backed by decades of
expertise, the business deploys customised infrastructure and technology to supply these products
to discerning customers in India and over 60 markets worldwide.

Products:
ITC MasterChef Frozen Prawns ( Jumbo, Large, Medium, Small) ITC Master Chef Frozen Medium
Prawns brings the world’s favourite seafood to your homes, at your convenience. Hygienically
processed and thoroughly cleaned, these freshly frozen prawns are ready to be highlight of your
day! Individually Quick Frozen within 15 hours of catch to maintain their freshness, ITC Master Chef
Frozen Medium Prawns deliver an unmatched quality to our consumers. Bid farewell to the cleaning,
deveining and all other wastage because ITC Master Chef Frozen Medium Prawns give you juicy,
consistent sized medium prawns.

ITC Master Chef Frozen Medium Prawns undergo up to 243 individual tests that certify their safety,
authenticity and quality. Each individual piece of ITC frozen medium prawns is safely processed, de-
shelled and deveined, making them free from any impurities. They do not contain any added
preservatives, colouring or flavoursThis pack of ITC Master Chef Frozen
Medium Prawns weighs 200g, and contains approximately 35-45 pieces per pack.ITC Master
Chef Frozen Medium Prawns meet the hygiene and safety standards of regulatory bodies in
Europe, America, Japan and most importantly, India. Proudly bearing the hallmark of Super Safe
Prawns, ITC takes a considerable amount of care and precision to maintain the high quality of our
medium frozen prawns. In addition to safety and impeccable hygiene, ITC Master Chef Medium
Prawns are Individually Quick Frozen to prevent clumping and bruising of the prawn meat. The IQF
technology also preserves the freshness of these medium frozen prawns by freezing them within 15
hours of harvest. This prevents any biochemical activity, and decay, locking in the freshness of your
beloved medium prawns until you are ready to cook them.

Competitive Advantage Of Three Major Companies

Megaa Moda: The company’s revenue increased to Rs 204.85 Cr in FY2022 as against Rs

186.85 Cr in FY2021 and Rs 197.37 Cr in FY2020, thereby registering an y-o-y growth of 10 per cent.

Further, the company has achieved revenues of around Rs.128.47 Cr till six months ended

September'22

(Provisional). The increase in revenue in FY2023 is primarily on account of increased demand

backed by penetration into new geographies such as Greece, Luxembourg, Portugal, South

Africa, etc.

The operating margin of the company moderated to 6.56 per cent in FY2022 from 7 per

cent in FY2021 mainly due to increased freight costs. The PAT margin stood at 2.48 per cent in

FY2022 as compared to 2.41 per cent in FY2021. The ROCE levels stood comfortable at

11.59 per cent in FY2022 as against 11.15 per cent in FY2021. Going forward, it is expected that

profitability margins of the company will improve as the freight charges have come down as

compared to FY2022.

IFB Agro: IFB is a major player in the seasonal marine foods business (primarily prawns which

constitute 90% of the total marine foods business of the company) in West Bengal with presence

in domestic & export markets, and the feeds business. In the domestic market, the company has

tie-ups with well-known brands like Le Meridien, Jaypee Hotels, The Leela, Maharaja’s Express,

Mainland China, Marriott and Taj Hotels, which would continue to support business growth

going forward.

IFB also exports its tailor-made products across geographies like the US, Europe,

Japan, Australia and the Middle East, to suit the customers' needs. The feeds

division distributes feeds from C.P. Group of Thailand and supplies farmers with various

types of soil and water probiotics and supplements, for healthy and sustainable growth of

shrimps. The company also operates "Aqua Shops" which have inputs required for aqua

culture, like nets, aerators, chemicals for soil and water etc. With the overall global
economic growth and better demand for frozen sea food, we expect the marine products

division to report a 15% CAGR over FY2013-15.

ITC MasterChef: ITC is looking to garner up to 20 per cent of the Rs 7,400-crore frozen food
market in India in next three years with the firm expanding its offering in the category.

"The market is very small compared to its potential. The idea is if it is growing at 17 per cent how
can we accelerate it? When we are growing at 100 per cent, it will definitely grow," he said.The
company has introduced over 50 different frozen food products under ITC Master Chef brand. These
include a variety of Indian flavours such as 'Mumbai Vada Pops', 'Rajmah ki Galauti', 'Chicken
Galauti', 'Falafel Kebab', 'Achari Beetroot Kebab', among others.

Madan said,"These items are now available in 60 cities under the food service portfolio and 11 cities
in retail outlets. In the next three years 60 will go to 100 and beyond and 11 will go to about 30."

The focus is on expanding penetration of the category and dispel the myth about frozen foods not
being healthy in consumers' mind, he said. To begin with, the company is looking at metros and
urban areas for these products but these will also be made widely available to consumers and food
services segment, including restaurants, cafes and pubs across India, including tier II and III cities, he
added.

ITC has partnered with American firm OSI and is utilising the latter's manufacturing facilities in India

to produce these items.

Literature Review

Published in Business Standard E-Newspaper, Press Trust Of India, on 03 April

2024.

'India aims to increase seafood exports to Rs 1 trillion in next 2 years'

Indian shrimp exporters follow a robust regulatory and safety regime, as it helps them to ship quality
marine products to developed regions like the US and Europe, a senior government official said on
Wednesday.

India is aiming to increase seafood exports to Rs one lakh crore in the next two years by increasing
its processing capacity and shifting to higher value-added products, the official added. Debunking
certain reports of poor working conditions and safety standards, the official said India's 548 seafood
units are regularly inspected and monitored by various government agencies.

"These units follow world-class quality and standards, and the major export destinations are

developed nations," the commerce ministry official said.

Some reports that are alleging food safety and bad labour conditions in the Indian shrimp industry

are wrong and baseless, the official noted.

All units are registered with MPEDA (Marine Products Export Development Authority) and
FSSAI (Food Safety and Standards Authority of India), and approved by EIC (Export Inspection

Council) as mandated by the law.

The production and processing systems are regularly monitored by regulatory agencies in
India and are subjected to audits by inspectors of the US FDA (Food and Drug
Administration), European Commission, GAC of China, Export Inspection Agency, MPEDA, etc, in

addition to scores of private and certification audits.

The pre-processing and processing units follow a HACCP (Hazard Analysis and Critical Control Point)--
based food safety management system as per the US Code of Federal Regulations.

To promote the safety of products, the usage of pharmacologically active substances has been

banned in aquaculture since 2002.

The national regulations and monitoring measures like the National Residue Control Plan, ELISA
screening labs, in-house labs, and pre-export checks ensure that the food safety hazards, including
antibiotic residues, do not enter the product value chain and pose any consumer health risk.

India achieved record exports of seafood in terms of volume and value by shipping 17,35,286 tonnes

of seafood worth Rs 63,969.14 crore (USD 8.09 billion) during 2022-23.

Frozen shrimp remained the major export item in terms of quantity and value, and the US and China

turned out to be major importers of Indian seafood.

Frozen shrimp, which earned Rs 43,135.58 crore (USD 5,481.63 million), retained its position as the

most significant item in the basket of seafood exports in 2022-23.

It also accounted for a share of 40.98 per cent in quantity and 67.72 per cent of the total earnings in

dollar terms.

The overall export of frozen shrimps during 2022-23 was pegged at 7,11,099 tonnes. The US

imported 2,75,662 tonnes of frozen shrimp, followed by China at 1,45,743 tonnes.

During April-February this fiscal, marine products' exports, however, dipped by 7.5 per cent year-on-

year to USD 6.8 billion.

The US is the single biggest market taking in USD 2.4 billion out of USD 5.6 billion worth of shrimp

that left Indian shores.

Indian shrimp has 40 per cent of the US market. A big chunk of Indian shrimp that makes its way to
the US gets processed in some Latin American nations. India wants to do that processing locally to
capture the higher value of exports.

There are around 1 lakh shrimp farms in India most of which are in Andhra Pradesh.

Published in the International Institute For Sustainable Development, by

Parashar Kulkarni, Consumer Unity and Trust Society (CUTS), December 2005.

Overview of the Indian seafood industry:

With an annual fish production of approximately six million tons in 2003, India ranks fourth in global
fish production and second in aquaculture. (Annex 1 lists the state-wise fishermen population in
India, while Annex 2 lists the built up capacity of the seafood industry in select states.)
In this research we exclusively study the marine fisheries sector. The seafood world market has
doubled within the last decade reaching US$49.32 billion. India’s share in the world seafood market
is 2.4 per cent. The growth of fish production in India has been labelled the “Blue Revolution” by the
Indian Council of Agricultural Research since fish production increased from 0.75 million metric tons
in 1951 to 6.1 million metric tons in 2003. In 2002– 03, marine product exports increased to all time
highs in volume and value, with actual export of 467,297 metric tons valued at Rs. 68,810 million or
US$1.43 billion, representing a unit value increase of 3.4 per cent over the previous year. Frozen
shrimp continued to be the major item, contributing 66.97 per cent of India’s total marine product
export. The share of frozen fish (comprising of ribbonfish, pomfret, tuna, fish loins and steaks) in
2002–03 was 42.01 per cent in volume and 12.23 per cent in value. In 2001–02, it was 41.22per cent
in volume and 11.97 per cent in value. In 2002–03, export of cephalopods, especially cuttlefish, grew
to 35.37 per cent in volume and 48.92 per cent in value. The export of frozen squid also registered a
growth of 16.59 per cent in value over the previous year. However, there was a shortfall of 4.91
percent in volume.

The U.S. emerged as the largest market for Indian marine products during 2002–03 relegating Japan
to second place. The U.S. share was 13.21 per cent in volume and, 29.81 per cent in value,
representing an export growth of 25.82 per cent and 44.30 per cent in volume and value
respectively. Japan’s share was 11.75 per cent in volume and 22.30 per cent in value, representing a
shortfall in exports to Japan of 15.39 per cent and 15.70 per cent in volume and value respectively.
Export to EU countries in 2002–03 registered a growth of 14.50 per cent in volume and 21.21 per
cent in value compared to the year 2001–02. The EU accounted for 20.23 per cent and 20.18 per
cent in volume and value respectively. China was first in volume contributing 36.55 per cent of total
exports from India, however, China’s value share was only 11.08 per cent. This was mainly due to the
export of low-valued items. Chennai, Mumbai, Kerala and Vishakapatnam are the four biggest
seafood-exporting ports in India with 30, 13, 10 and eight per cent share by value and 11, 23, 12,
and 21 per cent by volume respectively. In 2002–03, Kerala led all states in the number of exporting
companies at 287, followed closely by Tamil Nadu at 286 and Maharashtra at 268.

The Marine Products Export Development Authority (MPEDA) is the government agency for export
promotion as well as a primary source of information for social, economics, legal and regulatory
environments in the global marine product market. Barely five per cent of India’s seafood exports
are in processed form. Most exports are in the form of frozen fish. Also, the Indian brand does not
exist in northern markets. In fact, more than 60 per cent of India’s exports to south-east Asia are re-
exported after processing. The final consumers of Indian fish in the north are not aware of the origin
of their fish. The fish market is characterized by uncertainty, though more pronounced in supply
than demand. Fish as a depleting commodity and the increased severity of domestic regulations on
excess fishing have made supply conditions more irregular.

However, the unorganized state of the suppliers, their inability to form a cartel similar to the oil
cartel and the dependency of several poor southern countries on fish as a valuable foreign exchange
earner have relegated southern seafood exporters to price takers. They are unable to charge higher
prices in spite of rising costs of fuel, labour, maintenance and basic necessities.

The global seafood market is a complex system of trade and sustainability issues. Exporters must
deal with over-fishing; environmentally-harmful fishing practices; capacity management;
international fishery resources management; trade in endangered species; nontariff barriers;
interlinking of the domains of the World Trade Organization; domestic regulations; and the UN and
other international treaties. Indian seafood exporters face several hurdles due to the changing
regulations in different countries.

In India, jurisdiction is shared between the central government and state government. Fisheries are
a state subject, hence state governments are responsible for the development and sustainability of
the fisheries sector. “In recent years in India, the major thrust in fisheries development has been on
optimizing production and productivity, augmenting export of marine products, generating
employment and improving the welfare of fishermen and their socio-economic status.”3 Fishing
efforts are largely confined to the inshore waters through artisanal and mechanized sectors. About
90 per cent of the present production from the marine sector is within a depth range of up to 50 to
70 metres and the remaining 10 per cent from depths extending up to 200 metres. While 93 per
cent of the production is contributed by artisanal and motorized sectors, the remaining seven per
cent is contributed by deep sea fishing fleets confining their operation mainly to the shrimp grounds
in the upper east coast.

Research Objective/Research Gap

Fish consumption in India: Patterns and trends:

The rise in household incomes and urbanization has brought about significant changes in people’s
lifestyles, including their dietary habits. Increasing awareness of health and wellness has led many
individuals to shift toward healthier food options, including sh. Nonetheless, the ne balance
between future supply and demand for fish in India will depend on several factors, including
availability, accessibility, affordability and acceptability. Traditionally, the growth of the fisheries
sector has been measured by focusing on fish production and supply, while consumer demand for
fishery products has been given lower importance at the level of government programs and policy.
However, with rapid shifts in the food habits and demands of consumers, it has become imperative
to understand markets and consumer behaviour in order to make informed decisions on strategic
approaches to fish production. Therefore, a paradigm shift is necessary for our national strategy and
action plan. This requires moving away from the conventional forward link of a “production to
consumption” or “farm to fork” approach to adopting a more consumer-centric backward link of a
“consumption to production” or “fork to farm” approach.

Traditional fish market systems existing both in rural and urban areas of India have played a
significant role in influencing fish consumption. The domestic fish market is evolving to focus on
freshness, product diversification, the cold chain, hygiene and food safety. In India, all market actors
involved in the food supply chain are required to obtain a Food Safety and
Standards Authority of India certificate to operate their businesses. Along with availability (total
production), there is a need to focus on accessibility, affordability and acceptability. Accessibility
concerns the distance of fish vending stalls from customers and presenting the fish in different forms
and styles according to customer demand, while affordability centres on the different price ranges
according to the spending power of customers, and acceptability on such factors as taste, flavour,
colour, shape, size, and the presence of spines. The micro picture of the fish consumption scenario
in the country is incredibly complex, as it is influenced by various social, economic, environmental,
religious and gender norms. Understanding the complex behaviour and preferences of fish
consumers throughout India would be the first step toward adopting effective fish production,
marketing and policy strategies.

Key findings for India from 2005 to 2021:

• Population and economy - The 20.7% increase in India’s population, from 1.11 billion to 1.34

billion, is equivalent to one and a half times the population of Bangladesh.

• 2. The per capita GDP in constant terms doubled from INR 53,478 to 108,645. During the same
period, the PFCE, which indicates the purchasing power of people, tripled from INR 18,584 to
61,594

Fish production
1. Fish production increased 115%, from 6.577 to 14.164 million metric tons. Meaning, 7.587
million metric tons of fish were added to the Indian fish basket, with a CAGR of

5.63%.

2. Of the total fish production, India’s domestic market consumed 5.415 million metric tons
(82.36%) in 2005–2006, 9.277 million metric tons (86.2%) in 2015–2016 and 11.848 million metric
tons (83.65%) in 2019–2020. The rest was used for non-food purposes and exports.

3. There was a rapid rise in the quantity of imported fish and fishery products from the
international market for consumption within the country. These increased 543% over the
timeframe, with a CAGR of 12.84%, from about 14,000 t in 2005–2006 to 52,000 t in 2015– 2016
and 76,000 t in 2019–2020.

4. Considering both locally sourced and imported fish, the total quantity of fish consumed in
the domestic market increased 120 % , from 5.428 million metric tons to 11.924 million metric
tons , for an overall ad d i t ion of 6. 496 million metric tons.

Per capita fish consumption

1. Annual per capita fish consumption increased from 4.9 to 8.89 kg, an increase of 3.99 kg
(81.43%) with a growth rate of 4.05%.

2. Among people who eat fish, per capita annual fish consumption increased from 7.43 to
12.33 kg, an increase of 4.9 kg (66%).

3. Among the category of lower-middle income countries (LMICs) of the World Bank, India showed
a relatively higher jump in per capita fish consumption (60%) when compared to the group’s
average (45%). However, India’s per capita consumption remained far lower (7.89 kg) than the
group average (14.94 kg). This shows that India has tremendous potential to catch up with other
LMICs in this area.

4. The CAGR of per capita fish consumption within India was 4.05% over the 15-year timeframe. If
the same rate is maintained over next 25 years, per capita fish consumption is expected to reach
19.8 kg in 2029–2030, 31.7 kg in 2039–2040 and 41.29 kg in 2047–2048, the centenary year of
 India’s freedom. At the same time, estimated fish demand for human consumption is expected to
reach 29.6 million metric tons, 51 million metric tons and 68.1 million metric tons, respectively.

Fish-consuming population

1. The proportion of people eating fish increased from 730.6 million (66%) to 966.9 million

(72.1%), an increase of 236.3 million (32.34%).

2. The proportion of people eating eggs increased 7.35 percentage points, followed by fish

(6.1 percentage points) and chicken or meat (5.45 percentage points)

3. In 2019 – 202 0, 5.95% of people ate fish daily, 34.8% did so at least once in a week and

31.35% only occasionally.

4. Throughout India, there was a clear trend in people eating fish more frequently. The
percentage of people eating fish occasionally dropped 4.9 percentage points, while those
eating fish weekly increased 11.3 percentage points. However, there was no significant change
in those eating fish daily, only a slight drop of 0. 3 percentage points.

5. M e n ate fish mor e than wo m e n did. According to NFHS -5, 78.6% of men and 65.6% of

women consumed fish.

6. Overall, there was an increase in the percentage of men (9.1 percentage point s) and women
(3.1 percentage points) eating fish. In general, there was shift toward weekly fish consumption
among both genders.

7. The proportion of the population eating fish at least once a week was higher in urban (42.7%)

than rural areas (39.8 %).

8. Fish lagged behind other non-vegetarian foods as the favourite food among both urban and
rural populations. By the end of the timeframe for this study, the gap between those eating
fish and those eating fish, chicken or meat was 12.75 percentage point s higher in urban areas
and 9.3 percentage points in rural areas. This could mean that there is further scope to
popularize fish among the non -vegetarian population by improving the acceptability and
consumption of fish

9. The percentage of India’s population who ate fish increased at a higher rate in rural than urban
areas. Those eating fish at least once a week increased 11.85 percentage points in rural areas
and 9.55 percentage points in urban areas.
10. The gap in fish consumption between rural and urban areas narrowed from 5.15 percentage
points to 2.85 percentage points.

11. Older age groups preferred non-vegetarian foods, including fish, slightly more than younger
age groups.

12. Among age categories, 42% of those ages 30–39, 41.6% ages 40–49, 40.9% ages 20–29 and
37.3% ages 15–19 ate fish at least once a week.

13. Overall, fish consumption among all age groups increased 10 to 12 percentage points.

14. As wealth increased, the percentage of the population eating non-vegetarian food at least
once a week also increased. There was a linear rise in the percentage of those eating fish in the
lower, middle and fourth wealth quintiles in NFHS-3 and NFHS-4. In NFHS-5, however, this
trend was reversed.

15. The proportion of the population eating fish at least once a week steadily increased across all
wealth categories. This increase was more significant in the lower wealth categories than the
higher ones, at 20 percentage points for the lowest, 14 for the second, 8 for the middle, 8 for
the fourth and just 1 for the highest quintiles.

Spatial distribution of fish consumption in India

1. By the end of the timeframe for this study, the proportion of those eating fish was highest in
Tripura (99.35%) and lowest in Haryana (20.55%).

2. In general, the northeastern (>95%) and eastern states of Tamil Nadu, Kerala and Goa
(>90%) had the highest percentages of people eating fish. Northern states such as Punjab (26.45%),

Haryana (20.55%) and Rajasthan (22.5%) had lowest.

3. The proportion of the population who ate fish daily was highest in Kerala (53.5%), followed by
Goa (36.20%), West Bengal (21.90%), Manipur (19.70%), Assam (13.10%) and Tripura (11.50%).
Among those eating fish at least once a week, however, the proportion was highest in Assam and
Tripura (69% each) followed by Odisha (66.8%), West Bengal (65.75%), Arunachal Pradesh
(65.25%) and Tamil Nadu (58.2%).
4. There was a remarkable increase in the proportion of people eating fish in most of the states, led
by Jammu and Kashmir (20.9 percentage point s), with the exception of Punjab where it
decreased (3.9 percentage points).

5. The gender gap between men and women was wide in states with a lower proportion of people
eating fish.

6. The gap was also wide between those eating fish and all non-vegetarian consumers.

Research Methodology What

is Research Methodology?
Research methodology is a structured and scientific approach used to collect, analyse, and interpret
quantitative or qualitative data to answer research questions or test hypotheses. A research
methodology is like a plan for carrying out research and helps keep researchers on track by limiting
the scope of the research. Several aspects must be considered before selecting an appropriate
research methodology, such as research limitations and ethical concerns that may affect your
research.
The research methodology describes the techniques and procedures used to identify and analyse
information regarding a specific research topic. It is a process by which researchers design their
study so that they can achieve their objectives using the selected research instruments. It includes
all the important aspects of research, including research design, data collection methods, data
analysis methods, and the overall framework within which the research is conducted. While these
points can help you understand what is research methodology, you also need to know why it is
important to pick the right methodology.

In a scientific paper describes the different methodological choices made, such as the data
collection and analysis methods, and why these choices were selected. The reasons should explain
why the methods chosen are the most appropriate to answer the research question. A good
research methodology also helps ensure the reliability and validity of the research findings. There
are three types of research methodology—quantitative, qualitative, and mixed-method, which can
be chosen based on the research objectives.

Types Of Research Methodology:

There are three types of research methodology based on the type of research and the data required.

• Quantitative research methodology focuses on measuring and testing numerical data.

This approach is good for reaching a large number of people in a short amount of time.
This type of research helps in testing the causal relationships between variables, making
predictions, and generalizing results to wider populations.

• Qualitative research methodology examines the opinions, behaviours, and experiences

of people. It collects and analyses words and textual data. This research methodology
requires fewer participants but is still more time consuming because the time spent per
participant is quite large. This method is used in exploratory research where the
research problem being investigated is not clearly defined.

• Mixed-method research methodology uses the characteristics of both quantitative and

qualitative research methodologies in the same study. This method allows researchers
to validate their findings, verify if the results observed using both methods are
complementary, and explain any unexpected results obtained from one method by
using the other method.

Sources Of Data:
 • Primary Sources- These sources are records of events or evidence as they are first
described or actually happened without any interpretation or commentary. It is
information that is shown for the first time or original materials on which other research
is based. Primary sources display original thinking, report on new discoveries, or share
fresh information.

• Secondary Sources- These sources offer an analysis or restatement of primary sources.

They often try to describe or explain primary sources. They tend to be works which
summarize, interpret, reorganize, or otherwise provide an added value to a primary
source.

Sampling Technique:

Convenience Sampling- Convenience sampling is a qualitative research sampling strategy that

involves selecting participants based on their accessibility and availability to the researcher.
Rather than being drawn at random from a bigger population, participants in this strategy are
picked because they are easily available to the researcher.

Statistical Tools:

Statistical tools help with data sorting and cleaning. They also help to identify and remedy issues
with the quality of data through various data cleaning techniques. It's essential to note that
when dealing with large data sets, not all data may be relevant.

Some Common Statistical Tools:

• Charts- A chart can be defined as a visual representation of any type of data in the form
of a diagram, picture, or graph, and is intended to make information easier to
understand.

• Correlation- Correlation analysis, also known as bivariate, is primarily concerned with

finding out whether a relationship exists between variables and then determining the
magnitude and action of that relationship.
• Forecasting- Forecasting is a technique of predicting the future based on the results of
previous data. It involves a detailed analysis of past and present trends or events to
predict future events. It uses statistical tools and techniques.

Therefore, it is also called Statistical analysis.

• Average- The average is defined as the mean value which is equal to the ratio of the sum
of the number of a given set of values to the total number of values present in the set.