Marketing of ornamental fishes in national capital region, India

Aquarium keeping is the second largest hobby in the world and has importance due to its tremendous economic opportunities and prospects. A study on marketing of ornamental fishes in National Capital Region (NCR), India was conducted. It was found that market channels were indirect in NCR. In marketing of ornamental fishes basic disposable pattern, called tessellations was followed and results suggest that more quantity was required during winter compared to summer season. A similar pattern is there for price. It was found that out of 18 – 20 percent total fish loss, the major loss of 56 percentage was during disposal from wholesaler (other state) to wholesaler (NCR), followed by 28 percentage loss during disposal from wholesaler (NCR) to primary retailers which mainly owed to transport duration. As per the inference drawn from Rank Based Quotient method the principal factor that regulated the supply of ornamental fishes was consumer preference, who preferred low cost and hardy fishes. Second important factor was demand of popular or known fishes and rank third was given to current price of fish. Study has revealed that although the demand for ornamental fish is huge in NCR but there are no producers. Due to this, the intermediaries in the marketing channels have increased and there is a monopoly of the wholesalers. The losses due to transportation are high. The study suggests that there is a need to encourage producers and capacity development programmes be initiated at all levels from producers to wholesaler to retailer.