1. SEMINAR
ANJU.P
ROLL NO:3
THIRD SEMESTER
SIF CUSAT

2. Marketing
of fish in
India
.

3. What is marketing?
The management process through which goods and
services move from concept to the customer.
marketing is based on thinking about
the business in terms of customer needs and
their satisfaction.

4. DEMAND
“ desire for a commodity backed by purchasing
power and also willingness to pay ”
Or
Quantity demanded of a a commodity by a consumer
at a given price during a specific time period

5. .
Demand for fish and fishery products are increasing
considerably ,both at domestic and export front. This
has been caused due to the health concerns and the
perception of fish as a healthy food with high levels of
digestible protein , PUFA and cholesterol lowering
capabilities..

6. .
India is the third largest producer of fish
7 th in shrimp aquaculture production
India has a long coastal line 8129km
9 coastal states
4 union territories
(In which wide spectrum of flora and fauna is
seen)
3.9 million ha of estuary
2.54 million ha salt affected coastal soil
5 million ha mangrove

7. .
Fish production –in 1950-1951 is.752 million
tonn.
Nw Reached 8 million ton in 2010-2011
Export of marine product from India 2010-
2011 is of 2.67 billion dollars
From 2009-2010 when we take the data it
have grown 10.96% considerably
Shrimp export increased due to the increase
of export of 10000 tonne of white legged
vennamei shrimp and p. monodon

8. PRODUCTION OF FISH
9000 PRODUCTION OF FISH
8000
.
7000
6000
5000
4000 PRODUCTION OF FISH
3000
2000
1000
0

9. The projected demand for fish in the country
( 2012) is 9.74 .million tone,
Demand for fish in for domestic market is 5.9
million t .
The projected supply of fish is 9.60 million t
(by 2012 )with major share is from 2 area
5.34 million t from inland aquaculture
3.10 million t from marine fisheries
The fisheries sector contributed Rs 67 913
crores to the GDP (at current prices) during
2009-2010

10. .
Frozen shrimp continued to be the major export
item , it accounts for 46% of total dollar earning.
The fisheries sector contribute around 29,707
crores to the countries economy
It constitute 1.04 % of GDP
5.34% of agricultural GDP in the last 5 year plan
Only 56 % of the population of India consumes fish
Per capita consumption of fish is 9 kg per year
Global per capita consumption 12 kg per year
Exclusive economic zone 2.02 m km2

11. .
DEMAND
.
DOMESTIC INTERNATIONAL

12. .
.
DOMESTIC
DEMAND

13. INDUSTREAL RAW MATERIAL
FREEZING CANNING
PLANT PLANT
Value Addition
FISH MEAL CURING
PLANT.. chitin
AND FISH OIL PLANT
and chitosan

14. DIRECT HUMAN CONSUMPTION
HOUSE
HOLD
HOTEL
HOSPITAL HOSTEL

15. DEVELOPED
INTERNATIONAL
DEMAND
UNDER
DEVELOPED

16. .
DEMAND
.
SECTORAL REGIONAL
DEMAND DEMAND

17. .
REGIONAL
DEMAND
RURAL
.
URBAN

18. SECTERAL DEMAND 2012
home
60
consumption
export
7
33 others

19. .
When considering the fish production by state west
Bengal occupy the first position with 1615.313 tone
fish 2010-2012
Andhra Pradesh occupy second position 1349.940
Gujarat third position 774.902
. Kerala have fourth position 681.613
followed by Maharashtra having of 576.987

20. .
(PRAWN, SHIRMP, FISHES ETC.)
import 458209t export 6150t
Dadra & Nagar Haveli have lowest production .05 t

21. 2007-2008 MARINE FP
700
600
500
400
300
2007-2008 MARINE FP
200
100
0

22. STATE 2007-2008 MARINE FP
A.P 254.89
GOA 32.26
GUJRAT 644.53
KARNATAKA 175.57
KERALA 586.29
MAHARAHTRA 419.82
ORISSA 130.77
TAMIL NADU 393.27
WEST BANGAL 182.74
A&N ISLADS 28.6
DAMEN &DIU 26.28
LAKHSHADWEEP 11.04
PUDUCHERRY 33.44

23. .
WHEN CONSIDERING THE INLAND PRODUCTION OF
FISH OF 2007-2008
West Bengal is holding first position with a
production of 1264.53 t
AP. Is following with 755.20 t
Utter Pradesh -325.95 t
Bihar- 319.10 t
Orissa -218.72 t

24. For the period 1999-2000 50:50
inland
marine

25. For the period 2003-2004 ,46:54
marine
inland

26. For the period 2006-2007 44:58
inland
marine

27. .
Fishes available at west coast
30 lakh production
Lizard fishes
Long tail tuna
Marine crabs
Marine crustaceans
Marine mollusks
Marlins,
sailfishes, etc.
Mullets
Narrow-barred Spanish mackerel
Natantian decapods

28. .
Percoids
Pike-congers
Pompanos
Ponyfishes (=Slipmouths)
Red seaweeds
Sea catfishes
Sea squirts
Seer fishes
Sharks, rays,
skates, etc.
,

29. tassel fishes ‘
Tuna-like fishes
Unicorn cod
Wahoo
Wolf-herrings
Yellowfin tuna
Anchovies, .
Barracudas
Bombay-duck
Brown seaweeds
Butterfishes,
pomfrets

30. .
Carangids
Cephalopods
Clupeoids
Croakers,
drums
Indian oil sardine
Indo-Pacific king mackerel
Indo-Pacific sailfish Jacks,
crevalles
Kawakawa
Kelee shad

31. .
False trevally
Flatfishes
Flying fishes
Frigate and bullet tunas
Giant tiger prawn
Goatfishes
Green seaweeds Hair tails,
Scabbard fishes
Halfbeaks
Indian mackerel

32. Fishes of east coast {10lakh t}
Ribbon fish,
hilsa,
Indian shad,
Bombay duck,
seer fish,
tuna,
shark,
ray skates,
mullets,
flying fish,

33. perches, .
eels,
cat fishes
, big jawed jumper,
pipe fish,
goat fish,
Crocker,
anchovies,
wolf herring,
sardine,

34. long tail tuna, .
mackerel
,barracuda,
silver bellies,
lactarius,
threadfins ..etc
.

35. carp.
When we take in to consider the major carp, minor
carp, exotic carp.. Etc.. West Bengal is the leading
state who produces 1181005 ton production followed
by
Andhra Pradesh -802182 t
Bihar- 274940 t
Orissa – 225339 t
Tamil nadu – 221810 t
Assam -202282 t

36. Mechanized.vessels 58,911
Non-motorised vessels 104,270
Motorized vessels 75,591
• NE coast - sciaenids, catfish and pomfrets
(together contributing 74.0% to the demersal
landings).
• SE coast - silverbellies and pigface breams
• SW coast - threadfin breams and other perches
• NW coast - sciaenids, catfish and threadfin breams

37. .
Disposition of catch
 fresh form
Frozen
Cured
Canning
Miscellaneous

38. .
In the year 1961 47.91% fish marketed in fresh
form& 43.69% in cured form,
In the year 1980 65.17 % marketed in fresh
form, 5.98 in frozen ,cured 21 % , .21 % used for
canning, other miscellaneous 1.98 %
In the year 1990 fresh -65.18%, frozen
7.46%, 15.63 %cured, .76 % canning , 1.65%
miscellaneous fishes

39. .
In the year 2000 fresh fish -76.36%,frozen
4.93%, cured 6.05%,canning -.89% , miscellaneous -
.74%
In the year 2007 fresh is 83.42%, frozen 5.86%
, cured 5.08%, canning .35% , miscellaneous .02%.

40. Elasticity of demand
•Income elasticity
•Price elasticity
The demand for any given good is influenced not only
by the price of the good and substitutes but also the
buyers income
Income elasticity's can be calculated both for short
term [ 2 yrs] and long term [ coming 30 years]
Most of the good s are normal goods with positive
income elasticity's.

41. .
Demand increases as income rises, negative income
elasticity's can be found for inferior goods. Thus less
expenssive fishes such as
mackerel, anchovies, sardine, carp, cat fish are
considered as inferior goods.
When the real price of both high value and low value
fish increases , it create its effect on demand in 2 ways
An increase in real price will reduce the quantity
demanded . Then second a rice in price of relative
commodity like chicken will shift the customers
demand towards low priced fishes

42. .
A huge shift in income may tend the customers to
take value added ready to eat products…
But in long and short according to most of the
economist the demand for fish is inelastic in terms of
rice in income. Actually a rice in income have no
effect in demand for fish .. It remains the same since
the quantity demanded by the customers now and
then remains the same.

43. REFERENCE
.

44. ..
MANUAL ON FISHERY STATISTICS ,CSO-MFS-2011
PRESENT AND FUTURE SCENARIO OF INDIAN
MARINE FISHERIES ,DR. P.U. ZACHARIA
,HEAD, DEMERSAL FISHERIES DIVISION CMFRI, COCHIN
VISION 2030 CIBA
ECONOMIC SURVEY 2011-12 STATSSTICAL
DEPARTMENT
THE STATE OF WORLD FISHERIES AND
AQUACULTURE 2010
THE STATE OF WORLD FISHERIES AND
AQUACULTURE 2011
MARKETING SYSTEM AND EFFICIENCY OF INDIAN
MAJOR CARPS IN INDIA§,B. Ganesh Kumara*, K.K. Dattab, G.
Vidya Sagar Reddyc and Muktha Menona

45. .
Annual report of CMFRI 2010-2011
Domestic Fish Marketing in India – Changing
Structure, Conduct,Performance and Policies♣
B. Ganesh Kumar*a, K.K. Dattaa, P.K. Joshia, P.K.
Katihab, R. Sureshc, T. Ravisankard,K. Ravindranathe and
Muktha Menon
CIBA annual report 2010-2011
CLIMATE CHANGE AND INDIA:A 4X4
ASSESSMENT A SECTORAL AND REGIONAL
ANALYSIS FOR 2030S
Demand for Fish by Species in India:
ThreestageBudgeting Framework*Praduman
Kumar1, Madan M. Dey2 and Ferdinand J. Paraguas3
marketing of fish in India third edition, agricultural
marketing series.

46. .
Thank you