A case study on marketing of fermented fish in Manipur

Jagiroad dry fish market, Assam, is one of the largest dry fish market in Asia, which receives dry fish products from all parts of the country (Goswaniet al.,2002). For processing of the fermented fish, dry fish is imported from Assam in this particular state. Fermented fish products are consumed almost everywhere in South-East Asia, generally as a condiment for rice dishes (Borgstrom, 1962). It has become very popular in the developed countries also due to their high nutritive value (Sanjeevet al., 1990). Among the States in India, fish eating population in found to be the highest in the North-Eastern region. Manipur, is the corridor of all other north-east states, being a predominantly fermented fish consuming state (nearly 99% of the population are fermented fish eaters). The demand for fermented fish is very high in the state. A case study was conducted to identify the marketing channels involved and estimate costs and margins, price spread and the marketing efficiency. The channel consists of producer-retailer-consumer was found to be the most dominant channel as it is contributed about 76.69% of the total fermented fish is sold through this channel. Total marketing costs of fermented fish was Rs. 52264 per qt. in case of channel I. Whereas, in channel II marketing cost incurred by the producer, retailer and consumer was Rs. 33370.13per qt. and for channel III, the marketing costs was Rs.1492.26 per qt. The marketing margin earned by the wholesaler and retailer were Rs. 1207596.3 per qt. In channel II, they earned Rs. 772527.3 per qt profit in buying and selling operation. The third channel is where the producer farmer directly sell to the consumer. Marketing efficiency of fermented fish in different marketing channels were examined by calculating Acharya's Modified marketing efficiency index. Among the three channels of marketing, channel III (Producer Consumer) was found to be the most efficient.