Indian Journal of Marketing

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Commercialization of Fishery and Aquaculture Products in India-Problems and Solutions


Affiliations
1 Asst. Research Officer, Taraporevala Marine Biological Research Station, 3rd Floor, New Administrative Bldg., Bandra (E), Mumbai – 400 051, India
2 Scientist, Central Institute of Fisheries Education, Panch Marg, off Yari Road, Versova, Mumbai – 400 061, India
     

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The Indian market in fish products is being diversified in terms of fresh, frozen and value added products. Revolution in domestic retail sector has enabled value added food products to enter global competitive markets. However, distribution and marketing system of fish products is still in a very nascent stage. Hence, there is an urgent need to commercialize and market fish products with skilful publicity, sales promotion and marketing. The present paper attempts to discuss about and bring this relevant issue into the limelight, with examples of how skilful advertising and sales promotion has enhanced marketability of products.
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  • Commercialization of Fishery and Aquaculture Products in India-Problems and Solutions

Abstract Views: 203  |  PDF Views: 0

Authors

Bhawesh T. Sawant
Asst. Research Officer, Taraporevala Marine Biological Research Station, 3rd Floor, New Administrative Bldg., Bandra (E), Mumbai – 400 051, India
Paramita Banerjee Sawant
Scientist, Central Institute of Fisheries Education, Panch Marg, off Yari Road, Versova, Mumbai – 400 061, India

Abstract


The Indian market in fish products is being diversified in terms of fresh, frozen and value added products. Revolution in domestic retail sector has enabled value added food products to enter global competitive markets. However, distribution and marketing system of fish products is still in a very nascent stage. Hence, there is an urgent need to commercialize and market fish products with skilful publicity, sales promotion and marketing. The present paper attempts to discuss about and bring this relevant issue into the limelight, with examples of how skilful advertising and sales promotion has enhanced marketability of products.