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Indian Journal of Pure & Applied Biosciences (IJPAB)
Year : 2020, Volume : 8, Issue : 6
First page : (166) Last page : (172)
Article doi: :

Fish Marketing Environment in India

Rohit Kumar Sharma* and Abhishek Mishra
International Agribusiness Management Institute, Anand Agricultural University, Anand
*Corresponding Author E-mail:
Received: 23.05.2020 | Revised: 26.06.2020 | Accepted: 4.07.2020 


Fish is a perishable commodity. No doubt production has its own impact on fisheries but without effective marketing, we cannot stable stakeholders’ strength and sustain them in the business. So a sound understanding of fish marketing environment is highly required. Fish moves from production centre to consumption table through different hands; starting from commission agents to auctioneers and wholesalers to retailers. Everyone has their own stories and struggles to sustain qualities in fish and define price in products. Consumers at distant always expect a right products according to its perceived value and qualities. In this domain fish marketing environment dwells and fate of fish as a commodity is defined.

Keywords: Fish, Marketing, Agent, Auctioneer, Retailer.

Full Text : PDF; Journal doi :

Cite this article: Sharma, R. K., & Mishra, A. (2020). Fish Marketing Environment in India, Ind. J. Pure App. Biosci. 8(6), 166-172. doi: