A poor marketing infrastructure, combined with an unhygienic process of selling, has deterred foodies from patronising the Chapala Pulusu — a signature dish of Nellore — in large numbers when compared to States like West Bengal and Kerala.
Identifying the reasons for the low sales, the Fisheries Department has come out with an innovative scheme to promote ultra-modern aqua hubs and develop a well-knit domestic market and increase fish consumption to at least 15 to 25 kg per capita as against five to seven kg per capita now.
“In the absence of good marketing infrastructure, the demand for fish in upland areas too remains untapped. In such a situation, four aqua hubs are being promoted in Nellore, Atmakur, Kavali and Gudur at a cost of ₹8 crore to promote aqua products under the brand name ‘Fish Andhra, Fit Andhra’,” says M. Nageswara Rao, Joint Director of the Fisheries Department.
“The department has entered into a Memorandum of Understanding (MoU) with Bank of Boroda (BoB) to promote 200 to 250 units attached to each aqua hub costing ₹2 lakh each with marketing infrastructure in the district,” Mr. Rao explains.
Under the Pradhan Mantri Matsya Sampada Yojana (PMMSY), ‘ready-to-eat’ stores with cold storage facilities are also being promoted in the coastal district which has produced over 5.08 lakh tonnes of aqua products, including fish. An entrepreneur keen on setting up a unit needs to invest only ₹30 lakh while BoB would provide a soft loan of ₹1.70 lakh for each unit attached to the aqua hub.
V. Padma, one of the women to start mini-retail outlets in the district, said the scheme designed by the department had shown the way to unemployed youth like her to eke out a living.
Another entrepreneur named Krishna Reddy from Dhanalakshmipuram in the city said he sells not only fish but also crab and shrimp through his modern retail outlet.
The mini-retail outlet has provided me with a golden opportunity to live with dignity, said another entrepreneur M. Mujeeb from Kovur.
