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This study has been conducted with the objective of understanding the process of innovative marketing models in the fisheries sector and to draw lessons from the success stories to upscale and replicate in a similar socio-politico-economic scenario in other parts of the country. It has been conducted to provide a better understanding of fish marketing by self-help groups (SHGs), producer associations, fisheries development corporations, fisherman cooperatives and private institutions in the southern states of India, namely Tamil Nadu, Kerala, Karnataka and Andhra Pradesh with the hypothesis that the institutional arrangements in the marketing of fish and fishery products reduce the transaction cost and improve the market access and its efficiency. The study has reported the primary activities of those institutions in the efficient fish marketing, such as inbound logistics, operations, outbound logistics, marketing and sales promotion and support activities like infrastructural facilities, technological backstopping, price information and procurement. Through these advantages, the fishermen have been found to achieve economies of scale, technological innovations, capacity development, linkage among activities, degree of vertical integration, timing of market entry, product differentiation, market access, credit access, etc. The study has suggested replication of such successful innovative institutions in marketing the fish and fishery products through appropriate policies and programmes. It has also suggested to promote institutions like SHGs, producer / fishermen associations, cooperatives, etc. and allow the entry of private agencies with appropriate regulatory mechanism to improve the efficiency of fish marketing in the country.

Asian countries contribute nearly 90 per cent to global production of culture fisheries. Diversification of species is not happening in fish culture because of the high value shrimp commands in the export market. Shrimp farming is on the increase in all the major shrimp-producing Asian countries. Higher the growth in shrimp production, higher is the instability in production due to production risks associated with ecosystem complexities and disease incidences. Most of the shrimp-producing countries have been moving towards specialization of shrimp production for export because of the high price that the shrimp asserts in the international market. A comparison between the Asian countries for the period 1976-2002 has revealed that Malaysia has maintained low growth and low instability and higher diversification, and Bangladesh and Vietnam have diversified in fish exports. In a country-level comparison, India, Indonesia, Thailand and Philippines have shown moderate growth in production and export of shrimp. The instability associated with their shrimp production has also been moderate. Diversification in fish production as well as exports has been suggested for assured income to farmers and the country. It has been pointed that replacing, supplementing or rotating the shrimp farming with culture of other high-value fish species like Asian sea bass (Lates calcarifer), grouper (Epinephelus spp), mullets (Mugil spp) and milk fish (Chanos spp) culture may ease the risks in mono-cropping of shrimp.