Document Type : Original Research Article

Authors

1 KIIT School of Management, KIIT Deemed to be University, Bhubaneswar, Odisha, India

2 KIIT School of Management, KIIT Deemed to be University, Bhubaneswar, India

10.48309/ecc.2023.418764.1690

Abstract

In recent years, marketing of live freshwater fish has assumed great importance in the state of Odisha. This process involves transportation of fish in suitable containers (1000 litres capacity) from the fish pond to the fish market in live condition for sale. This article describes the various technical and commercial aspects of marketing live fish, including its profitability in the state of Odisha. The profitability of a business refers to its potential to earn profits through its operations. Live fish gets sold in several markets of Odisha namely Bhubaneswar, Balasore, Baripada etc.

Further, this article tries to identify the factors responsible for successful transportation of live fish. It also tries to identify the reasons for which fish farmers and fish traders do live fish marketing(LFM). The article makes an effort to find out the markets where live fish is sold within the state of Odisha.

The fish is kept alive during transit from the pond to the market by a continuous supply of oxygen to the water through various means of aeration. Even though the entire process is tedious, it is undertaken with the profit motive as people in Odisha are increasingly interested in buying live fish owing to its freshness and taste. This research will assist in making systematic interventions for chemical treatment during live fish transportation and will have an impact in maximizing profits and ensuring sustainability in the long run. The limitation of the study can be restricted to the geographical boundaries of the State of Odisha.

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