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Achievements / Post - Harvest Technology / Popularisation
of Processed Fish Products in the domestic market /
 Geographical coverage and outlet wise sales
The marketing activities of the Project started during the
sixties and at that time all efforts were made to popularize fish in fresh form, iced form
and also in frozen form throughout Kerala State. Subsequently, during the seventies
efforts were made to popularize fish products of all types in the neighbouring states of
Tamil Nadu and Karnataka. As a specific promotional effort modern Fish Stalls were set up
in the cities in Chennai and Bangalore and the products were sent from Cochin. After
establishing these outlets in metropolitan cities, these were handed over to the
respective State Governments. But direct distribution of fish and fish products by
National Institute of Fisheries Post Harvest Technology and Training in other areas of the neighbouring States continued and
during eighties National Institute of Fisheries Post Harvest Technology and Training started covering other regions of the country
with canned and dried fish Products. To create more awareness about processed fish
products the Project conducted seafood special dives in various places on an All-India
basis to find out the effect of market promotion activities.
 
Achievements / Post
- Harvest Technology / Popularisation of Processed Fish Products in the
domestic market /
Ernakulam Stall
Situated in the heart of Cochin City, attached to the Project premises, this
stall has been the most potential channel for distribution of National Institute of Fisheries Post Harvest Technology and Training products. All types of products like frozen fish, dried fish,
canned fish and specialty products and sold to the consumers in retail from this stall.
Achievements / Post
- Harvest Technology / Popularisation of Processed Fish Products in the
domestic market /
Alwaye Stall
Situated in the Factory Township of Fertilizers And Chemicals
Travancore Limited (FACT) at Eloor, this stall has a very limited potential in that the
clientele here are strictly confined to the resident factory employees of Fertilizers And
Chemicals Travancore Limited, Travancore-Cochin chemicals and India Rare Earth Movers.
This stall has been shifted to Angamali in December 1998 for better coverage.
Achievements / Post
- Harvest Technology / Popularisation of Processed Fish Products in the
domestic market /
Palai Stall
Situated in the suburban town of Palai on the valleys of the high ranges in Kottayam
district, the stall has a good sales potential. Frozen, dried and canned products find
good market here.
Achievements / Post
- Harvest Technology / Popularisation of Processed Fish Products in the
domestic market /
Rural Marketing
The Project has been conducting rural marketing and survey programme since 1976-77 to
cover the various market centres in the suburban, rural and high range areas of the
Kottayam, Ernakulam, Idukki, Pathanamthitta and Quilon districts in Kerala. Though
interrupted due to unsteady supply levels, the programme could be carried out to the level
of assessing the potentials in the various marketing centres. It was understood that
regular and steady supply according to the market requirements would help to boost the
sales in these areas immensely. Fresh, frozen and dried products are well accepted in
these areas.
Achievements / Post
- Harvest Technology / Popularisation of Processed Fish Products in the
domestic market /
Canned and Dried Fish outlet in Krishi Bhavan, New Delhi
This outlet was established during 1983 October. The aim of this outlet was to
popularize the canned fish and dried fish products to the middle class and lower middle
class population of the city. Publicity was given through newspapers about the stall and
products available. The initial hesitation about the canned fish thinking it was too
sophisticated was proved to be other wise. In due course, bulks of the customers were from
middle class and lower middle class sections of the society. With regard to the dried fish
it was observed that initially people who are otherwise used to dry fish eating only came
forward and that too for the familiar varieties like mackerel, shark etc. In subsequent
years, almost all varieties of dried fish were accepted not only by the regular customers
but also by large number of new customers who never had eaten dried fish before. This was
possible only by continuous promotion and giving the recipes, leaflets etc. through the
stall and explaining the various types of recipes and nutritive value to the customers
through the stall. During 1993-94, pickled products in pouches and bottles were introduced
in this stall which was also readily accepted by the customers.
Achievements / Post
- Harvest Technology / Popularisation of Processed Fish Products in the
domestic market /
Dealers
In recent years, a large number of dealers located in various states of the
country have shown a keen interest in marketing National Institute of Fisheries Post Harvest Technology and Training products. Presently they account for about 25% of total sales in value
terms. The dealers are from the Public as well as private sectors. The public sector
dealers include Matsyafed of Kerala, Tamil Nadu Fisheries Development Corporation, Madhya
Pradesh Matsya Nigam, Department of Fisheries of Assam and Kovalam Grove etc. These
dealers are spread over several states. The sales through dealers would have been
substantially more but for supply constraints. The details of sales through different
outlets are given in Annexure - VII.
Achievements / Post
- Harvest Technology / Popularisation of Processed Fish Products in the
domestic market /
Transportation of Products
The bulk of the frozen material and other products sold in Kerala were transported by National Institute of Fisheries Post Harvest Technology and Training’s own insulated vans. In case of sales
outside Kerala (which included mainly dried and canned products), the materials were
transported wither by rail or by road. The infrastructure for transporting frozen material
through rail and insulated trucks is adequate. However, infrastructure for preservation
and sale of fish in frozen condition at retail outlets level is getting developed at major
demand centres. This infrastructure is being used for multiple purposes including handling
of poultry and meat products.
Achievements
/ Post - Harvest Technology / Popularisation
of Processed Fish Products in the domestic market /
Addresses of the Outlets
- National Institute of Fisheries Post Harvest Technology and Training Fish Stall,
Fine Arts Avenue, Foreshore Road,
Cochin - 16.
- National Institute of Fisheries Post Harvest Technology and Training Fish Stall,
Room No. 176-A, Angamali Municipal Office Buildings,
Angamali.
- National Institute of Fisheries Post Harvest Technology and Training Fish Stall,
Municipal Office Complex Building,
Palai.
- National Institute of Fisheries Post Harvest Technology and Training Fish Stall,
Near Super Bazaar, Choultry Junction,
Visakhapatnam.
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