Title of the proposed study:

A STUDY ON THE VALUE DELIVERY CHAIN ANALYSIS OF LOCAL FARM

RAISED FISH IN THE STATE OF ASSAM
Introduction:
Aquaculture, a sub-component within the fisheries sector is a vital economic activity
and livelihood component of rural communities. Because of its importance in the livelihood of
rural people, it is immensely necessary that they will receive maximum value at least possible
cost out of what they produce and sold. This requires development of the value delivery chain
in fish farming. The value delivery chain consists of a series of activities that create and build
value. The entire process of this value chain starts from fish breeding to end consumer of table
fish, also marketing of various finished and semi-finished produces/products is carried out.
The various activities involved are production of fish spawns in hatcheries by hatchery
owners and happa breeders; the spawns so produced are either reared by themselve or sold to
fish seed growers, where these are furher raised in nursery and rearing tanks to fry and
fingerling sizes respectively. Sometimes the nursery raisers, on attaining spawn to fry size,
sells the produce to other seed growers who rears the fry untill it attains fingerling size. The
fingerlings so procuced are again sold to fish farmers who are involved in grow out fish
farming where fishes are produced to table size. These fish farmers now sell the table size
fishes either directly to the consumer or wholesellers or through other market intermediaries.
Finally, passing through various intermediares the table size fishes reach the end consumer.
The involvement of various stakeholders and intermittent sale proceeds makes the
entire process a complex one and there exists a communication gap. Often the chain gets
hamperd due to problems like short supply of inputs, lack of quality fish seeds, improper
means of logistics etc. The price of fish in the marekt is always at peak irrespective of the
availability of the fish in the market. Usually the marketing of these products or produces are
done very traditionally rather than in a strategic way. The persons and community who are
associated with the production, distribution and over all fish marketing need to possess the
skills of entrepreneurship to enhance marketing and profitable transaction. Also in certain
cases, the big farmers having entrepreneurial traits, due to lack of infrastructure and proper
market, they usually follow the traditional path for fish marketing resulting in loss of profit.
Often there is a short supply of local fishes in the market and the access to the market is easy
by either producer as well as end consumers at reasonable prices. Despite of being a lucrative
entrepreneurial activity and available resource for fish farming in the state (Assam) the

absence of an organised supply chain and value chain and improper marketing mix makes the
fish farming a less attractive source for livelihood among the educated youths.
Review of literature:
Markets are an inherent part from the context within which economic activity takes
place. They influence, and are influenced by, the behaviour of producers and consumers.
When they function well (providing the goods and services people want at reasonable cost),
they generate incomes and foster wider economic growth opportunities. When they function
poorly (when the desired goods and services are not readily available at reasonable cost), they
act as a brake on economic activity. Of course, there is important and considerably more
nuanced detail behind such generalizations (Gordon, A and Kassam, L. 2011). Marketing is
generally considered as the process by which companies create value for customers and build
strong customer relations in order to capture value from customers in return (Kotler &
Armstrong, 2007). The value chain describes the full range of activities which are required to
bring a product or service from conception, through the different phases of production,
delivery to final consumers (Kaplinsky and Morris, 2000; Jacinto, 2004). Fish and fishery
products supply chain is a network of food fish-related business enterprises through which fish
and fishery products move from production through consumption, including pre-production
and post consumption activities (De Silva, D.A.M, 2011). The demand for fish in the state is
very high, as all the ethnic communities of the state being fish eaters. The market is always
associated with strong demand due to increase in population. Due to the growth of population
there is always a gap between supply and demand of fish in the markets. Narrowing the gap
not only requires increasing production but also improvements of all aspects of fish marketing
and distribution systems (Kleih et al., 2002; Ahmed and Sturrock, 2006; Ahmed, 2007 and
2008). Fish culture is adopted by all kinds of farmers small and marginal ones, relatively
larger farmers and those who do it on commercial scale. Sizes of ponds also depend on how
affluent the farmers are. Ponds less than 100 square meters in area prove unsustainable, while
those above 1 hectare are expensive for small players. Many farmers in Tamil Nadu, for
instance, use ponds of sizes 30 feet by 30 feet to make their living. On the other hand, water
spread of anything less than 10 hectares in Andhra Pradesh is treated as a pond. The small and
marginal fish farmers are having 0.6 to 0.11 hectors of land on an average for cultivation of
fish (Phukan, S.C. and Barman, A., 2013). Small-scale aquaculture producers have income
opportunities if they plan their production processesand plan them well. One of the
fundamental principles in marketing is to make it part of the overall planning process.

Consider marketing decisions as important as production decisions. No matter how small your
aquaculture operation, developing a marketing plan for what you will produce is the best
strategy, because the fish have to be sold once they reach marketable sizes (Quagrainie, K.
2007). The development of a modern marketing chain for high quality product from fresh raw
fish has become an essential requirement of the contemporary fisheries and aquaculture
sectors (Trondsen, Young. 1996). From the marketing perspective, fisheries sector is a
neglected issue though this sector is a highly important component of the rural economy.
Major thrust is needed for the development of this sector whereby the sustainable growth in
agricultural output as a whole may be achieved (Phukan, S.C. and Barman, A.2013).
Marketing of aquaculture products is no different from traditional marketing of any other
commodity or product. The classic 4 Ps of marketing apply to aquaculture and should always
be borne in mind: Product, Price, Place (Distribution), and Promotion are keys to successful
marketing. Each of these variables is within the control of the small-scale producer. It is
important that producers develop the relevant marketing mix or combination of these
marketing tools to satisfy their customers and business objectives (Ehmke, Fulton, and Lusk,
2005).
Research Question:
This proposed research aims to deal with the following research questions that is being
proposed to be studied:
(1) How the fish farming as a business in the state is justified economically as a source of
livelihood?
(2) Is it viable for establishing a PPP model in the fishery business in Assam?
(3) What are the different marketing tactics/ marketing mix in traditional fish farming
business? What are the different critical factors a fish farmer encounter to market its
product? How and where a farmer, either loses or earns its share of profit in terms of
money as well as production due to the prevailing value and supply chain network.
(4) Why there is always a buzz among consumers regarding abnormal high price of fish in
fish market, or the pricing is justified?
The first research question explores the present strategies that the fish farmers are doing in
their farming business. This question will answer the unique nature of fish marketing business
prevailing to the available demographic features and market infrastructure. Also, there will be
a focus on the farmers indigenous marketing tactics and the required modifications if
necessary. The second research question analyses the economic feasibility of fish farming

business in the region using various economic tools. This aims to enlighten- what should be
the pricing of the fish in the market; and the business plan of the upcoming entrepreneurs.
The third research question explores any existing PPP business model in fishery, and how a
PPP model may enhance fishery business in the region. The fourth research question is to
analyze the price of fishes in the retail as well as in the wholesale market and the consumer
behavour and response to these prices.
Objective of the Study:
The proposed study is aimed at the following specific objectives:
1. To study the feasibility of fish farming on a commercial basis in Assam.
2. To study the supply chain and value chain of fish farming in Assam.
3. To study the prevailing marketing strategy and the marketing mix of the progressive
fish farmers of Assam.
4. To study the consumer behaviour with respect to the fish price.
5. To develop a business model for enhancing income generation through fish farming
and easy access of local fish in the market at reasonable price by end consumers.
Data and Research Methodology:
For the proposed research work, primary as well as secondary data will be used.
Various statistical tools like factor analysis, cluster analysis as well as Principal Component
Analysis may be used to analyze the primary and secondary data. Data collection regarding
significance of skills will be done through selected samples of fish producers, hatchery
owners, whole sellers, retailer, fisherman and departmental officials. The tools for collecting
data will be as follows: For primary data collection- (i) Questionnaire and survey; (ii)
Interview method. For secondary data collection- (i) Document Review (ii) Observation (iii)
Web search.
Biblography:

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Ahmed, N., Sturrock, H.T. (2006). Marine fish marketing systems in coastal
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De Silva D.A.M. 2011. Value chain of fish and fishery products: origin, functions and
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