STUDY OF THE FISH MARKET SUPPLY CHAIN AND CONSUMPTION-

HORECA

By

SAURAV PAUL ( 31105)

ORGANISATIONAL TRAINEESHIP SEGMENT

PRM 31

Submitted To:

METRO CASH AND CARRY, BANGALORE

Faculty Guide: Prof. S.R.ASOKAN

JULY, 2011

INSTITUTE OF RURAL MANAGEMENT, ANAND

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Acknowledgement

Organisational Traineeship Segment with Metro Cash & Carry was an extraordinary learning

experience especially in terms of learning generated with regards to Cash & Carry business

sector. I would like to thank CEO of Metro Cash & Carry - Mr. Rajeev Bakshi for providing the

opportunity and my reporting officer Head Offer Management Mr Murali Parna for support,

guidance and continuous involvement in the project.

I would like to thank all the HORECA sector, fish retailers, wholesalers and distributors of

ludhiana who gave their precious time to help me understand the issues. My gratitude towards

the Ludhiana Metro team which helped me in the project, I would especially like to thank Mr.

Jayant Bhattacharya, Mr Agamjeet, Mr Khem Yadav and Ms Shireen Khan for their continuous

help and in depth involvement. I would also like to thank Dr. S.S Hassan, Asstt. Professor,

College of Fisheries, GADVASU for his support in explaining Ludhiana Fish Market during

initial days of project.

Finally I would like to thank our OTS co-coordinator Prof Hitesh Bhatt and my faculty guide

Prof. S.R.Asokan for their support and guidance which helped and encouraged me in completing

the project in a satisfactory manner.

SAURAV PAUL

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EXECUTIVE SUMMARY

Title: Study of the Fish Market Supply chain and consumption- HORECA

Organization: Metro Cash & Carry, Bangalore

Reporting Officer: Mr. Murli Perna, Head Offer Management, North project

Faculty Guide: Prof. S.R.Asokan

Students Name: Saurav Paul

Objective: 1. To map the complete fish supply chain in the Ludhiana city 2. To estimate the demand variety wise in the city. 3. Map the seasonality in terms of demand. 4. Study the price pattern across the year. 5. Identify the HORECA requirements across the varieties 6. Based on the above studies strategy will be formulated for Fish assortment in Metro Cash and Carry, Punjab stores.

Scope of Study: Complete study of supply chain of fishes in Ludhiana market, which includes

all the stakeholders in the business and their consumption in hotels, restaurants, dhabas, banquets

and resorts of Ludhiana city.

Method: The method used for the study was as follows:

1. Wholesalers, Retailer and Fish Market- In-depth semi structured interviews were done to understand the procurement, demand and price pattern of all fish varieties.

2. HORECA- Semi-structured interview were done with Managers, Chef, Owner etc regarding consumption and procurement after stratified sampling of HORECA.

3. Fish farmers- Semi structured interviews were done to know their production and price.

Limitations: It took considerable time and frequent visits to extract sensitive information like

consumption, procurement and price from wholesalers, retailers, fish market and HORECA

Major Findings: There is a distinct market of fish in Ludhiana i.e. Punjabi customer and Non

Punjabi customer, mainly migrants from eastern part of India. Unlike Non Punjabis (about 35 %

of the population) who prefer to eat carps, which are bony fishes, Punjabi people prefer to take

catfishes (e.g. Soul, Malli, Basa and Singhara) which are boneless/less boned fishes. Soul is

popular and about 70% of fish serving HORECA sector use it and the fish requirement depends

upon peak season (September to April) and lean season ( May to August). These catfishes are

riverine fish and mainly come to Ludhiana market from Ghazipur Mandi, Delhi or directly from

WB, Bihar, UP, AP, Maharashtra, and MP etc. The wholesalers cum commission agents bring

catfishes and sell them to retailers, fish market and hotels. Around 76% of fish serving HORECA

sector purchase fish daily basis where as rest engaged in annual contract at a fixed price.

Recommendations: Fish assortment in Metro Punjab Stores, which will cater to the HORECA

segment, Soul, Malli and Basa with approximate demand of 5-8 quintals during peak season will

suffice. The fishes can be brought from Delhi or directly from the production states. Competitive

pricing of Basa will be important to gain the HORECA market. The hotels which involved in

daily purchase will be initial target with a focus to capture greater part of the segment.

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TABLE OF CONTENTS

EXECUTIVE SUMMARY ...................................................................................................... ii

CHAPTER 1 .............................................................................................................................. 1

1.1 INTRODUCTION ............................................................................................................. 1

1.2 OBJECTIVES .................................................................................................................... 2

1.3 KEY DELIVERABLE ....................................................................................................... 3

1.3.1 Fish: ..................................................................................................................................3

1.3.2 Physical Flow of Foods ......................................................................................................3

1.3.3 What are the needs of HORECA.........................................................................................3

1.3.4 Middleman .........................................................................................................................3

1.4 SAMPLING ....................................................................................................................... 3

1.4.1 Selection of Products ..........................................................................................................3

1.4.2 Sample Selection ................................................................................................................4

1.4.3 Area Covered .....................................................................................................................4

1.5 METHODOLOGY ............................................................................................................ 5

1.5.1. Wholesalers .......................................................................................................................5

1.5.2. Retailer: .............................................................................................................................5

1.5.3 HORECA ...........................................................................................................................5

1.5.4 Fish Market ........................................................................................................................6

1.5.5 Fish farmers .......................................................................................................................6

CHAPTER 2 .............................................................................................................................. 7

2.1 Current market scenario ................................................................................................... 7

2.2 Market segmentation.......................................................................................................... 7

2.3 Different Varieties of Fishes .............................................................................................. 8

2.3.1 Soul ..................................................................................................................................8

2.3.2 Malli ..................................................................................................................................8

2.3.3 Singhara/Singhala ...............................................................................................................9

2.3.4 Basa: ..................................................................................................................................9

2.3.5 Carps ................................................................................................................................ 10

2.3.6 Prawn ............................................................................................................................... 10

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2.3.7 Pamphret .......................................................................................................................... 10

2.4 Current Supply Chain of Fish in Ludhiana ..................................................................... 11

2.4.1 Wholesalers cum Commission Agents .............................................................................. 11

2.4.2 Wholesaler cum retailers .................................................................................................. 15

2.4.3 Retail Shop ....................................................................................................................... 16

2.4.4 Fish Markets ..................................................................................................................... 17

CHAPTER 3 ............................................................................................................................ 19

3.1 HORECA STUDY ............................................................................................................. 19

3.1.1 Supply .............................................................................................................................. 19

3.1.2 Quantity ........................................................................................................................... 19

3.1.3 Price ................................................................................................................................ 19

3.2 Four Stars Hotels............................................................................................................... 20

3.3 Three Star Hotels .............................................................................................................. 20

3.3.1 Supply .............................................................................................................................. 23

3.3.2 Quantity ........................................................................................................................... 23

3.3.3 Price ................................................................................................................................ 24

3.4 Other Hotels ...................................................................................................................... 24

3.4.1 Supplies............................................................................................................................ 26

3.4.2 Quantity ........................................................................................................................... 26

3.4.3 Price ................................................................................................................................ 26

3.5 Restaurant and Dhabas: ................................................................................................... 26

3.6 Banquet and Resorts ......................................................................................................... 27

3.7 HORECA ........................................................................................................................... 27

3.7.1 Fish and Supply ................................................................................................................ 28

3.7.2 Mode of purchase ............................................................................................................. 29

3.7.3 Price ................................................................................................................................ 30

3.8 Demand Estimation ......................................................................................................... 30

CHAPTER 4 ............................................................................................................................ 31

4.1 Recommendation ............................................................................................................. 31

REFERENCE .......................................................................................................................... 32

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LIST OF TABLES

Table 1.1 Products under fresh food category, Metro Cash & Carry Stores ..................................2

Table 1.2 Sample Surveyed in Ludhiana......................................................................................4

Table 1.3 Different areas surveyed in Ludhiana City ...................................................................4

Table 2.1 Source of Fish to Ludhiana Market ............................................................................ 12

Table 2.2 Wholesale Price variation .......................................................................................... 14

Table 2.3 List of Fish Retailers .................................................................................................. 16

Table 2.4 Rate variation in Sherpur market................................................................................ 17

Table 3.1 List of three star hotels............................................................................................... 20

Table 3.2 List of other hotels ..................................................................................................... 24

LIST OF FIGURES

Figure 2.1 Supply Chain of Fish in Ludhiana ............................................................................ 11

Figure 3.1 Total number of 3 star hotels serving fish ................................................................. 21

Figure 3.2 Seasonality effect in serving fish .............................................................................. 22

Figure 3.3 Purchase Mode among three star hotels .................................................................... 23

Figure 3.4 Seasonality pattern in serving fish ............................................................................ 25

Figure 3.5 Pattern of fish serving ............................................................................................... 25

Figure 3.6 Pattern of fish serving ............................................................................................... 28

Figure 3.7 Seasonality in fish serving ........................................................................................ 28

Figure 3.8 Pattern of supplier in Fish serving ............................................................................ 29

Figure 3.9 Variety wise consumption ........................................................................................ 29

Figure 3.10 Pattern showing mode of purchase of fish ............................................................... 30

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LIST OF ANNEXURES

Annexure 1 Survey Questionnaire for HORECA survey .............................................................. i

Annexure 2 Survey questionnaire for Retailer/Wholesaler Survey ............................................. iii

Annexure 3 Wholesale and Retail Price Variation in Ludhiana City .......................................... vi

Annexure 4 List of Hotel, Restaurants and Dhabas surveyed in Ludhiana City ......................... vii

Annexure 5 List of Resort and Banquet Surveyed in Ludhiana ................................................. xi

Annexure 6 Demand Estimation of Resorts and Banquets of Ludhiana City ............................ xiii

Annexure 7 List of Farmers doing Fish farming nearby Ludhiana ............................................. xv

Annexure 8 List of Hotels showing purchase mode & seasonality in fish serving. .................. xvii

Annexure 9 Survey data of Fish consumption in HORECA ....................................................... xx

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LIST OF ABBREVIATIONS

MCC Metro Cash & Carry

HORECA Hotel, Restaurant, Cafe, Caterers

B2B Business To business

GADVASU Guru Angad Dev Veterinary and Animal Sciences University

ATMA Agriculture Technology Management Agency

Mmt Million metric tonnes

Mts Meters

F&B Food & Beverages

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CHAPTER 1

1.1 INTRODUCTION

Cash and carry is a form of trade in which goods are sold from a wholesale warehouse operated

either on a self-service basis, or on the basis of samples (with the customer selecting from

specimen articles using a manual or computerised ordering system but not serving himself) or a

combination of the two. Customers (retailers, professional users, caterers, tradesmen,

institutional buyers, etc.) settle the invoice on the spot and in cash, and carry the goods away

themselves.- OECD definition.

In this B2B model the organization plays the role of a wholesaler now popularly known as

Modern Wholesaler (MWS). The organization sets up a warehouse which also acts as display

and selling area for them. The customers are provided with facilities similar to that in modern

retail trade- they have to pick and choose product by themselves from the displayed area, then

get it billed and settle the transaction on cash basis. The idea is to form organized wholesaler and

serve the customers with good services in form of one stop availability of products under good

environment along with proper billed products.

METRO's Cash & Carry business model is based on above explained Business to Business

(B2B) concept and focuses on meeting all the needs and requirements of business customers. It is

a modern format of wholesale trading, catering only to business customers. The METRO Cash &

Carry success story began in 1964 with the opening of the first wholesale outlet in Germany.

Today the company is represented in 30 countries with METRO and MAKRO Cash & Carry

stores at 700 locations - and offers its commercial customers up to 50,000 different products

from a single source.

The cash & carry segment in India is a relatively small fraction of modern trade. Modern trade in

India makes up just about 10%-12 % of the $ 350 billion retail trade in India and there are no

benchmark estimates on the potential of cash & carry formats in India

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METRO Cash & Carry has started operations in India in 2003 with two Distribution Centers in

Bangalore. These Centers offer the benefit of quality products at the best wholesale price to over

150,000 businesses in Bangalore. METRO offers assortment of over 18000 articles across food

and non food at the best wholesale prices to business customers such as Hotels, Restaurants,

Caterers, Food and Non-food Traders, Institutional buyers and professionals. METRO today is

poised to extend its concept of Business to Business (B2B) Wholesale to other cities in the

country. In the newest addition Metro Cash & Carry store is going to open at Ludhiana, Punjab

in September. This project was to help the Fresh food department which offers wide varieties of

products with special focus on quality, traceability and availability. Fresh food group is

responsible for mainly providing perishable products in the store. Metro is making them

available to HORECA sector of Ludhiana with all the items which constitutes their monthly

purchase basket. This project was directed towards helping in formulating the Fish assortment in

the store Metro Cash & Carry.

Table 1.1 Products under fresh food category, Metro Cash & Carry Stores

S.No Products Description

1 Fruit and vegetables Local and exotic varieties in different pack sizes.

2 Fish Varieties of fish and other seafood, delivered

daily from fresh distribution centre.

3 Dairy, frozen and bakery Delicatessen cheese, yoghurt and additional milk

products.

4 Meat Meat and poultry in strictly temperature

controlled environment.

1.2 OBJECTIVES

The objectives of the project were

1. To map the complete fish supply chain in the Ludhiana city

2. To estimate the demand variety wise in the city.

3. To map the seasonality in terms of demand.

4. To study the price pattern across the year.

5. To identify the HORECA requirements across the varieties

6. Based on the above formulate Fish assortment for Metro Cash & Carry, Punjab stores.

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1.3 KEY DELIVERABLE

The key deliverables of the projects are

1.3.1 Fish:

1. What are the different types of fishes which come to Ludhiana Market?

2. What is the seasonality pattern of their availability?

3. Pricing pattern round the year?

4. From where they come to the market.

5. Local Fishes (pond fishes) and outside Fishes.

1.3.2 Physical Flow of Foods (Supply chain of Fish)

1. From producer to the end customer (HORECA)

1.3.3 What are the needs of HORECA

1. Individually for each segment of HORECA

2. Seasonality requirement (variation in quantity)

3. Daily requirement/monthly requirement variety wise

4. From where they get it?

5. Procurement Price variation?

1.3.4 Middleman

1. Who are they, their contacts and revenue sharing mechanism?

1.4 SAMPLING

The study was carried out between 31.05.2011 and 20.07.2011 in the city of Ludhiana, Punjab.

1.4.1 Selection of Products

Fish & their different varieties which are consumed in the HORECA segment of Ludhiana. The

different varieties of fishes were recognized by the preliminary research of HORECA segment,

wholesalers, commission agents, retailers and customers. The varieties were also identified by

the secondary input from College of fisheries, GADVASU and ATMA. The varieties of fish

studied were preferred by people as well as HORECA segment.

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1.4.2 Sample Selection

The sampling methods which was used for the study was Stratified random sampling. For

sampling first the city was divided into different areas which have the hotels, restaurants and

dhabas. Then the hotels were surveyed and interviewed with the help of questionnaire (annexure:

1 & 2). Ludhiana city has around 160 hotels and restaurant which were classified on the basis of

stars accredition by the government. For wholesaler, retailers shop owners selected based on

convenience.

Table 1.2 Sample Surveyed in Ludhiana

1.4.3 Area Covered

Table 1.3 Different areas surveyed in Ludhiana City

Ferozepur Road Model Gram

Station Road Model Town

Sharaba Nagar Dugri Road

Green Field Keasarganj

Pakhowal Road Chaura Bazar

Ghumar Mandi Fieldganj

Bus stand Sherpur

Link Road Mall road

Sector Number of surveys

Hotels 34

Restaurants 11

Dhabas 11

Banquets/Resorts 21

Wholesaler cum commission agent 4

Retailers 11

Fish market 3

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1.5 METHODOLOGY

The study involved detailed interaction with the different stakeholders in the fish business of the

Ludhiana. Since the main focus was on the HORECA segment so the extensive study of the

segment was done apart from that all the wholesalers and commission agents were interviewed

with a semi structured questionnaire. Similarly interviews of retailers as well as sellers at the

Fish markets were done and the information and data were collected.

1.5.1. Wholesalers

Semi structured interview with the help of checklist was done with each of the wholesaler (total

6 of them) and a detailed information regarding the fish assortment was done. The interview was

intended toward understanding the whole business, customer preferences, hotel preferences,

seasonality and price pattern. The interview was also taken to know the supply chain of the

arrival of each and every type of fish to the market of Ludhiana and to the end customer such as

households, retailers or HORECA segment.

1.5.2. Retailer:

Individual unstructured interviews were carried out with each of the 10 retailers in different parts

of Ludhiana which also represents different types of the household from lower income group to

the higher income group. The interviews were done to get the information regarding their fish

assortment, daily /monthly sales, price and its variation. Local preference and operating cycle

were also found out from the interview.

1.5.3 HORECA

One to one unstructured interview were done with Manager, Chef, Owner or any other concerned

person to obtain the data regarding their daily/monthly requirements of different varieties of

fishes, their preference, procurement method, mode of purchase and affect of season in terms of

consumption of fish and in turn their sales.

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1.5.4 Fish Market

All major fish markets were visited and the unstructured interviews were done with the daily

sellers and the information regarding the varieties of fish which they deal with, its price

fluctuation, margin, demand and supply were obtained.

1.5.5 Fish farmers:

Individual fish farmers were contacted and informally interviewed. Information regarding their

pond size, varieties of fish and the price at which they sales their produce to the agents were

collected

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CHAPTER 2

2.1 Current market scenario

Ludhiana is an industrial city and municipality has a population of around 14 lakh. Being an

industrial hub it attracts migrants from many parts of the country and workers constitutes around

35% of the population. The food habit reveals that the people prefer non vegetarian items and

thus fish is also consumed in considerable quantity. The consumption varies with the seasonality

as during the summer season it falls and in winters it surges.

2.2 Market segmentation

The diversity in the population reflects in the preference of type of fish which is consumed. The

market segmentation on the basis preferences shows two distinct sections

1. Punjabi population: This section of customer prefers to consume catfishes which are

boneless and easy to cook and eat. The per capita income of Punjab is high so they afford

these fishes where the bones are removed manually, which adds to the cost and generally

fishes sells at Rs 300-400 kg which quiet high compared to rest of the country excepting

few varieties. They prefer mainly three fishes as mentioned above Soul, Malli and

Singhara. Malli is highest consumed in the household and soul in the HORECA segment.

2. Migrants: They are mainly from eastern part of India and they prefer the bony fishes like

carps and Magurs. Reason could be the per capita income is less so they consume a carps

which are sold around Rs 60-100/Kg. The total population of this segment is around 4-5

lakh but it includes vegetarians also.

There are two different markets which actually cater to the need of the city. One wholesale

market at Newmarket opposite railway station and the second Sherpur market which caters to

preference of Migrants. In Newmarket, the commission agents cum wholesalers were having

their shop and in sherpur market small retailers as well as wholesalers, who deals with carps,

pankhas and mangur. In Sherpur market nearby farmers bring the fishes and auction them. This

market also sends carps to the Delhis Ghazipur Mandi.

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2.3 Different Varieties of Fishes

2.3.1 Soul

Soul (also known as Dowlah in Punjab) is the largest selling fish variety in Ludhiana and, mostly

preferred by the HORECA. There are hotels which only serves soul. Its preference is because of

its taste, ability to hold in tandoor and less boned. As the flesh is bit tough so it remains stuck to

the rod of tandoor unlike Malli and Singhara which donot hold. It is sold after deboning and

deskinning. The rate varies from Rs 450-500/kg. The rate is also directly proportional to the size

of fish. Soul is a riverine catfish (i.e. they grow in freshwater rivers, channels, ponds, lakes,

paddy fields but prefers stagnant muddy water, swamp and grassy tanks) and mainly comes to

the Ludhiana market from Delhi or directly from Howrah. Its main sources are Bangladesh,

Assam and Orissa and from there it comes to Howrah. There are two varieties of Soul which

come to the Ludhiana market.

Channa marulius (common name: Giant Snakehead):

The distinguishing characteristic for identification is body elongated and sub cylindrical

anteriorly. Both the dorsal and the anal fins are free from the caudal fins, which is rounded.

Greyish green on dorsal side and pale yellow below.45 black blotches located along the lateral

line and there is black spot with orange boundary at the base of caudal fin. It is sold after

deskinning and the colour of flesh is white.

Channa striatus (common name: Striped or Banded Snakehead):

The only minor difference between Channa marulius & Channa striatus is in abdomen where

there is a Grey or black transverse bands in the side.

The rate of soul varies from 400-450 at wholesale rate and the rate depends on the size of the fish

the bigger the fish higher the price. The average size of the soul is around 4-5 kgs.

2.3.2 Malli (Walliago attu common name: Boal)

It is also a catfish which mainly comes to the Ludhiana market from Bihar, M.P, and Andhra

Pradesh. This is the largest selling fish to the Punjabi household as being less-boned and the rate

is less than that of soul. It is good for preparing curries and fried cuisines. It is a very soft and

fatty fish so does not hold in tandoor and fall thus it is not preferred in HORECA sector. The

9

distinguishing features of this fish are body elongated and compressed, head large depressed and

spatulate. Mouth is subterminal, wide and bounded with toothed jaws. Two pairs of barbel are

present. Anal fin long and not unite with the caudal fin. Caudal fin deeply forked with longer

upper lobe. Scales are absent. Colour silver gray along the back and becoming lighter below. A

faint orange yellow band along lateral line is often present. Anal and caudal fins are somewhat

dusky. It is found in the fresh water rivers, channels, ponds, lakes, reservoir of Bihar, UP, MP,

AP. It can grow upto 2 mts and weighs as much as 40 kg but in Ludhiana market the standard

size is 60-80 cm and average weight is around 3-4 kg.

2.3.3 Singhara/Singhala- (Aorchthys aor common name Long Whiskered Catfish and Aorchthys

seenghala common name Giant river catfish, tengara) :

Singhara, also a catfish, is used for preparing curries and not holds in the tandoor because of soft

flesh. The rates are Rs 120-150 which is comparatively less than Soul and Malli and preferred by

lower income Punjabi customer. It is very less used in the HORECA segment. The characteristic

features of the fish are body graceful, elongated and compressed snout broad and rounded;

mouth is sub terminal, barbells 4 pairs. Colour in life dark bluish, gradually fading to whitish on

flank and belly, a small black spot is often present in the basal bone of dorsal fin. This is a

common giant catfish in northern region with significant fishery value and generally liked in

Punjab and Uttar Pradesh. It is caught from river Ganga and Krishna river system as well. In

Punjab is also reared in pond by few farmers.

2.3.4 Basa: (Pangasius bocourti, Common name Basa,tra)

Basa comes from a huge family of catfish that grows in Vietnam, Thailand, China and

Cambodia. Vietnam is the dominant player by far and, according to the World Wildlife Fund

(WWF), is the source of 99.9 percent of Pangasius (also known as tra and basa catfish) exports.

And the volume of exports has expanded 50-fold over the past decade. Basa has conquered

Europe and it has been accepted in the USA. Most of the Basa sold in the global markets is

farmed. Basa has low oxygen demands and breeds very quickly, making it perfect for being

farmed. Over the past two decades, the Vietnamese have perfected the manufacturing processes

that keep the fish fresh. Once they are filleted, they are immediately freeze dried and packaged

such that they remain fresh even after they are transported miles away. And to top it all, they do

10

it very economically. The main character of Basa is that it doesnt smell which puts it in a sweet

spot. Indian sea fish such as Mackerel or King Fish are less bony than fresh water varieties, but

are smellier. Fresh water fish such as carps smell less than sea fish but have many bones. The

premium grade of Basa imported into India, is unblemished white. The rate varies from Rs 250-

300 which make it competitive against Soul.

The farming of Basa has also started in India but it is in nascent stage but another variety of

Pangasius commonly known as Pankhas, can be found in the Ludhiana market, which is brought

from the Ghazipur mandi or directly from Andhra Pradesh. The rate vary from Rs 60-120.

2.3.5 Carps (Catla Rohu, Mrigal, Golden carp, Silver carp, Grass carp)

This is a very common fish which is reared by the fish farmers in India. It is most preferred by

the migrants from the eastern part of India. This is a bony fish and thus not preferred by the local

Punjabis and also not popular among the HORECA segment of Ludhiana. This fish with a large

protruding lower jaw. It is commonly found in rivers and freshwater lakes. The seeds of this fish

come from west Bengal and the local farmers near Ludhiana rear them and bring to the Ludhiana

market. The main market of this fish is Sherpur Market, Fieldganj Market and Nahar kinare

Market ( Pakhowal road). The rates varies between Rs 60 to 90/Kg.

2.3.6 Prawn

Prawns are sold by the retailers as well as Easyday Store( Bharti walmart) and Hypermart

(Raheja group). Generally canned prawns are sold under the brand name of Sumeru etc. An IFB

prawn product which is packed and ready to cook is also kept in Easyday store. Generally

HORECA has occasional demand for these product and the high end hotels always keep them

frozen as they are in their menu.

2.3.7 Pamphret

It is a seafish and has preferred on occasions such as the marriages and in hotels. They are

generally brought frozen on order by retailers and wholesalers from the Ghazipur mandi.

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2.4 Current Supply Chain of Fish in Ludhiana

The supply chain includes all links from the point of production (point of catch or farm site in the

case of aquaculture) to the end-user or final consumer.

Figure 2.1 Supply Chain of Fish in Ludhiana

2.4.1 Wholesalers cum Commission Agents

There are 4 commission agents in Newmarket, just opposite to the Railway station; they deal

with all type of fish which come to the market of Ludhiana. The commission agent gets supply of

fishes from Delhi and from other parts of the country by railway or trucks. They order on daily

basis according to the market demand and if there is some specific demand then they adust it

accordingly. Following are the places from where the fish comes to the wholesalers of Ludhiana.

Producer outside Ludhiana

Commission Agents

Wholesaler cum retailer

Fish Farmer near by Ludhiana

Fish Markets

Retailer HORECA

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Table 2.1 Source of Fish to Ludhiana Market

State Source Type of Fishes Mode of

Transport

Delhi Ghazipur mandi( biggest

market in north india)

Soul,Malli,Singhara,Pankh

as,Pamphret,Basa

Road

Madhya

Pradesh

Khandwa, Indore , Bhopal Malli Railway

Bihar Patna,Dharbhanga,Lakhisarai,

Khagaria,Muzzafarpur

Malli,Rohu,Catla,Magur Railway

Uttar

Pradesh

Jhansi,Agra,Lucknow,Itawa,Fa

izabad,Kanpur

Magur,Soul, Malli Railway

West Bengal Howrah,Haldia Soul,Hilsa,Prawns, Railway

Andhra

Pradesh

Vishakhapatanam,Hyderabad Pankhas,Singhara,Rohu,

Catla

Railway

Maharashtra Nagpur, Nader, Bombay Sea Fish Railway

Himachal

Pradesh

Talwara Dam Rohu,Catla,Mrigal, Golden

Carp, Silver& Grass Carp

Road

Punjab Ludhiana,Ferozpur,Moga,Patia

la,Jalandhar

Rohu, Catla, Mrigal,

Golden Carp, Silver Carp,

Grass carp.

Road

Orissa Bhubneshwar,Cuttuck Soul, Malli Railway

This is only an indicative list as the wholesalers get fishes and have their contacts in most of the

places, which has direct railway link with Ludhiana.

The fish consumption during summer season falls drastically and surges during the winters.

Specifically the demand starts picking up from September and it remains till April and then it

falls from May to August. The reason being during summers the temperature is generally more

than 40oC in Ludhiana so people less prefer to consume fishes but as the environment

temperature goes down the demand starts picking up and most of the hotels start serving fishes in

their menus. So during summers the trading of outside fishes (e.g. Soul, Malli and Singhara) are

13

very less but the local fishes like Rohu, Catla, Mrigal and Carps comes to the Sherpur, Fieldganj

and Nahar Kinare market.

The commission agents of Ludhiana mainly deal with the catfishes (e.g. Soul, Malli, and

Singhara) which are more preferred among the Punjabi households as well as the hotels and

restaurants. The rates of fish were already decided by supplier and after the sales in Ludhiana the

money is transferred to the suppliers outside after keeping the commission of 7% of total sales.

Every day in the morning fishes are delivered by train or lorries. The fishes were packed in the

thermocol ice-boxes which were weighed and then the fishes are ready for deboning and

deskinning. Since the fishes reaches to them after 2-5 days so there is every chance of spoilage.

In that case loss was borne by the trader. Therefore first of all the intestine materials are removed

from all fishes. Then fishes are ready for deboning which is done with the help of machine or

manually with knife. A single cut from the ventral side is done which passes parallel through the

body on the both side of only bone present in the fish. In case of Soul, the outer skin is also

removed but for Malli and Singhara only the bone is removed and they are ready for sale.

Since fish is perishable item and within 5-10 days it can be spoiled so this business has very

short cycle. Commission agents prefer only three modes of payment from the customers

1. Contract

a. Annual Contract:

There were few hotels which have regular demand of fish and serve round the year in

their menu in addition to the parties and marriages. They had direct contract with

commission agents and were involve in a annual contract at a fixed price, which remains

unaffected from the market fluctuation of the rate of fish. The orders by HORECA were

placed in advance and the fishes were delivered at their place by the agents and

transportation cost was borne by the commission agents. The rates were fixed in

September or April and payment were done in March.

b. Weekly/Monthly Contract:

In this case fluctuation in the price of fish revises the contract rates. This type of contract

was seen with the restaurants which operate during the peak season only i.e. September to

April.

14

2. Credit Period:

Mostly petty seller at Fieldganj and Nahar Kinare market takes a credit period of 3 to 5 days

where the retailers pay the money after selling their fishes.

3. Cash Payment:

This was the third and most common mode of payment which was done mostly by the chicken

corners, dhabas, and household customer where they get fresh fish on cash payment.

The price of the fish was very fluctuating and determined by the suppliers outside the Ludhiana.

The price at which the fishes were sold by the wholesalers to the retailers or HORECA in

Ludhiana are given as follows

Table 2.2 Wholesale Price variation

Variety of Fish Whole Sale Rate Variation(Rs/kg)

Malli(Boneless) 200-250

Soul(Boneless) 400-450

Singhara(Boneless) 120-150

Neelam(Boneless) 120-150

Basa 250

Pankhas 70-100

Rohu 60-100

Catla 60-100

Mrigal 60-80

Golden Carp 60-100

Silver carp 60-100

Grass Carp 60-80

Pamphret 250-300 (150gm fish size)

Prawn 300-350 (If 16-18 pieces in 1 kg),200-250 ( If

25 pieces in 1 kg)

Sui 120-130

Hilsa 150-200

15

Tuna black 50-60

Ella,Matti 40-50

Magur 60-90

The commission agents sells the fishes in the local market at a rate decided by trader or

sometime they also negotiate the rates and then they keep 7% of the trade as commission. Soul is

sold at Rs 400-450 boneless whereas a new fish from Vietnam has started to gain popularity in

the hotels is Basa whose flesh is as white as soul has the rate almost half i.e. Rs 250/Kg. Few

years ago the rate of soul went upto Rs 500 to Rs 600 during the peak season but last year due to

Basa the rate of soul does not go beyond 450 at wholesale price.

The interview of the commission agents revealed that all the four agents deals individually and

have their own supplier. The overall daily sales during the lean season vary between 2 to 4

quintals for each agent. So in total 1-1.5 tonnes of fish are sold during the lean season daily

where as the sales varies average between 8-10 tonnes daily during the peak seasons. But this

demand increase upto 15 tonnes during marriages in the city and peak season for it is December,

January and February. The quantity which goes to the HORECA varies between 2-3 tonnes daily

during the peak season.

2.4.2 Wholesaler cum retailers

There were two more players A-One Chicken and Punjab Broiler both at Kochhar Market,

wholesaler as well as retailers of fish. They were mainly wholesaler of chicken but they also kept

fish. As they were supplier of chicken to the HORECA so they also cater fish. They were the one

who introduced Basa fish. They also deal with the Cat Fishes and for supplies they rely mainly

on the Ghazipur Mandi, Delhi but sometime they also purchase from the local commission

agents. The daily sales varies from 40-50 kg and if there was order for marriages then it varies

from 20-80 kg in addition to daily sales to retail customer and HORECA. The rates were almost

the same as given above only Basa was sold at Rs 200-300/kg which is available round the year

16

2.4.3 Retail Shop

The interview with the retailer revealed that they get the fish from new market commission

agents and sometime directly from the Ghazipur Mandi, New Delhi. The majority of the

customer prefers to take Soul, Malli, Singhara Rohu and Catla. They also keep canned prawns

but the demand was less for sea foods. The main brands of prawns were Sumeru and Big Sam.

They also sold Basa in the last season and looking forward to it this season also. From new

market they get Soul, Malli, Singhara and from the Sherpur Market, Catla and Rohu whereas

Basa was supplied by A-one and Punjab Broiler.

In Ludhiana City there was no exclusive fish retail shop. All the retailers mainly deals in chicken

and also keeps fish during the peak season and on demand during the lean period

Table 2.3 List of Fish Retailers

Sl,No Name Address Type

1 Ajay Chicken Sharmaji Road, Model gram Retailers

2 Veer Chicken Dugri Road Retailers

3 Friends Chicken Dugri Road Retailers

4 A one Chicken Kocchar Market Retailers

5 Palli chicken Retailers

6 Farm Fresh Malhar Road Retailers

7 Bullaki Ghuman Mandi Retailers

8 Punjab Broiler Kocchar Market Retailers

9 Big n food Sharaba Nagar Retailers

10 Hypercity MBD Mall, Ferozepur Road Retailers

11 Easyday Govardhan Complex, Railway

station, Model Gram

Retailers

They also supply fishes to the hotels restaurants and the dhabas. The shops are generally located

in the residential area markets and their area varies from 400-800 sq feet.The retailer brings

fishes at wholesale rate and on interview it was found that on an average all the retailer has a

margin of Rs 40-50/kg in Soul and Rs 30-40/kg in Malli after bearing all the expenses of

transportation and labour. Similarly for Basa the margin is around Rs 30-50/Kg.In peak season

daily sales vary from 40-50 kg/day during weekdays to the household customer and HORECA

17

which can move up to 70-80 kg/day during weekends. The rate as well as the quantity sold

during the weekend goes up. The volume of sale falls drastically during the lean season i.e. from

May to August. Retailer does business on cash payment where as they enter into contract with

the HORECA

2.4.4 Fish Markets

1. Sherpur Fish Market

Sherpur fish market is the largest fish market in Ludhiana City which caters mainly to the local

non Punjabis. It is situated in the Focal point, which is the industrial hub of Ludhiana city, thus

this area has the largest migrant population. The fish market operates round the year. There were

around 20-22 small retailers during lean season (May to august) and it goes upto 30 during peak

season in winters. All the retailers are migrants of Gorakhpur dist. of UP.

Migrants prefer to eat Carps (e.g Rohu, Catla, Mrigal, Golden, Silver and Common carp) The

mandi gets supply from Ghazipur, Newdelhi, U.P, and Bihar and also from the local farmers of

Ludhiana and surrounding places. A list of farmers with their pond size and rate at which they

sell is given in annexure- 7.

The fishes were brought by agents, who procure them at the farm gate and also some farmers

directly come to the market and sell it to the retailers. There was no fixed agent who operates

here. Generally farmers catch their fishes in morning and bring them to the Mandi by 11 AM as

soon as he reaches market fishes are open for auction or liaison with the farmers help retailer to

get the fresh fish. The fishes are brought live in tankers. Each shop had small space which was

filled with water for keeping these fishes.Following are the rate variation in selling price in this

market:

Table 2.4 Rate variation in Sherpur market

Pankhas 70-100

Rohu 60-100

Catla 60-100

Mrigal 60-80

Golden Carp 60-100

Silver carp 60-100

18

Grass Carp 60-80

Magur 60-90

The retailers keeps Rs 10-20/kg margin. Each retailer sells around 8-10kg daily during the lean

season and 40-100kg during the peak season. The total quantity sold during the winter varies

between 6-10 quintals during weekdays and 20 quintals during Sundays.

2 Fieldganj Fish Market:

This is the second largest fish market in after Sherpur fish market; unlike Sherpur it mainly

caters to the retailers as well as the Punjabi Customers therefore they keep catfishes. There are 8-

10 shops which are permanent to temporary in nature. The location of this market was very

unhygienic and situated adjacent to the railway line. They get the supply from the commission

agents and also from the Sherpur market. They also cater to the HORECA, daily customers and

sells around 500-800kg/day during the peak season whereas the sales increase during Sundays.

3. Nahar Kinare (Pakhowal Road) Fish Market

This is a small fish market and present in the vegetable market in Pakhowal road. It has few

temporary shops which bring catfishes as well as carps. Generally fishes are sold during evening.

It caters to a small population mainly the daily purchasers household or dhabas

19

CHAPTER 3

3.1 HORECA STUDY

The HORECA segment is divided into Hotels Restaurants Dhabas and Resorts. The caterers are

generally the hotels who also do the catering business. In this study around 56 hotels are covered

and 21 banquet halls.

There is only one five star hotel which is Hotel Majestic Park Plaza and situated in Ferozepur

Road.

3.1.1 Supply

The interview of Manager F&B revealed that the hotel has a requirement of fish round the year

and they maintain a stock in their deep freezers. They were engaged in an annual contract with

the supplier after a formal procedure of inviting quotation and then selecting supplier. They do

not reveal the supplier. The annual contract was done at a fixed price which was not affected by

the market price fluctuation. Hotel put the order a day or two before the requirement and the

vendors delivered dressed fishes at hotel.

3.1.2 Quantity

The quantity of fish required varies with the season as during lean season (i.e. summer) it varies

between 2 5 kg and during peak season from 5-25 kg. They have 3 hall and very regular in

organising parties. During the peak season (i.e. December till February) they are booked average

20 days a month thus the requirement goes up to 40-60 kg daily during marriage. Soul was the

only variety which they serve but they also have prawns in their menu. They also used Basa last

year in banquets. Soul constitutes around 70-80% of the total fish consumption in the hotel and

rest by prawns and carps.

3.1.3 Price

As they were in annual contract and they price of the Soul varies from 400-450. The prawn is

canned one and rates are prevailing market rate.

20

3.2 Four Stars Hotels

The next category is 4 star accredited hotels in Ludhaina. The information was collected by semi

structured interviews of manager F& B, purchase manager. The hotels are KEYS & Fortune

Klassik. The KEYS is located at the outskirts of the city in the southern bypass and Fortune

Klassik in the link road near the bus stand. Both the hotels operate in almost same fashion when

it comes to Fish business.

The main varieties of fish which they serve were Soul and exotic prawns. They have an

annual contract with their suppliers. Bullaki was the supplier for Keys where as Fortune

classic does not reveal. The price at which they engage in contract with vendors is Rs

400-420/kg

Both the hotel serves fish throughout the year and has the facility of deep freezers and

can maintain the stock for 5 to 10 days. They are strict with the quality and check all the

consignment with the help of expert.

Fortune Klassik has a banquet hall which remains booked for around 15 days during a

month in peak season of marriage i.e. from December to February. Generally they use

Soul and Malli as per the demand of the customer the volume of fish varies from 15-40

kg per marriage with a capacity of 200- 400 members.

3.3 Three Star Hotels

During HORECA interview 10 three star hotels were covered. The respondents were managers,

purchase manager and the staff at the counter.

Table 3.1 List of three star hotels

Name Address Supplier

Hotel A

Feroze Gandhi

Market,Ludhiana, A-one chicken.

Hotel Mahal Ferozepur Road, Ludhiana NA

Batra palace Pvt

Limited Ferozepur Road NA

21

Hotel Friends Regency

Pvt. Ltd. Ferozepur Road Bullaki

The Taksonz Opp. Railway station New market

Hotel Nagpal Regency Ferozepur Road

Best price, Punjab poultry,

Bullaki

Grand Marian Dugri Road

Friends Chicken,Veer

Chicken

Hotel Chevron

International Link road Locally Jagraopul

Hotel Saheba

Chowk bharat Nagar,

Ferozepur Road NA

Hotel Gulmohar Ferozepur Road New Market

The study revealed that around 70% of the hotels serve fish in their menu and 10% of hotel does

not have a restaurant and just provides lodging facilities whereas 20 % of the not revealed

anything regarding their hotel business.

Figure 3.1 Total number of 3 star hotels serving fish

No

Restarant

10%

Not

revealed

20%

Served

70%

Total

22

Figure 2.2 Seasonality effect in serving fish

Out of the total hotels studied which serves the fish 57% of the 3 star hotels serve fish only

during the peak season (September to April) where as 43% of the hotels serve round the year.

The main reason of serving round the year depends upon the hotel type (i.e. having banquets

conference hall) and popularity where all section of people comes to the hotel during the

summers and since fish is in their menu so they have to maintain stock in deep freezers. Since

they are also involved in partying so sometime during the summers also they get the order for

serving fish in marriages and parties.

Sep to

April

57%

Whole

Year

43%

Total

23

3.3.1 Supply

The list of supplier is given in above table no 3.1. Generally they place their order with the

vendors in advance and the fishes are supplied to their door step.

Figure 3.3 Purchase Mode among three star hotels

It was found that around 54% of the three star hotels undergo annual contract at a fixed price and

23% of the hotels purchase daily from the Newmarket commission agents and retailers of

Ludhiana and rest of 23% hotels does not reveal about their contract or they do not have

restaurant. The main fishes which they require are Soul, Malli and Singhara. But soul is the

predominant among the hotels, it constitutes around 70% of total fish required and rest 30% is

fulfilled by the Malli and Singhara.

3.3.2 Quantity

The quantity varies with the season as during the lean period average 3.5kg/day and during the

winters it varies between 3.5-8.5 kg/day. Since in this category some hotels like Maharaja,

Friends, Batra, Nagpal Regency has banquets so the demand can go upto 20 -40 kg if parties are

organized.

Annual

Contract

46%

Annual

contract in

september at

fixed price

8%

Daily

Purchase at

prevailing

rate

23%

NA

23%

Total

24

3.3.3 Price

The price of the fish fluctuates during the peak season. The rate of soul varies in range of Rs

450-500 for the daily purchaser where as in annual contract the rate remains between Rs 400-

450.Similarly the rate of Malli varies from Rs 250-300 and the rate of Singhara between Rs 120-

170.

3.4 Other Hotels

For the study around 15 non-veg hotels were surveyed and with the help of unstructured

interview the supply and the consumption is understand.

Table 3.2 List of other hotels

Hotel Lark Opp. Rekhi Cinema New market , opp. Railway station

Hotel India Chowk Rekhi Cinema NA

Hotel Dhawan Adjoining railway station NA

Hotel Diamond Opp Bus stand NA

Hotel Malwa Opp Bus Stand NA

Hotel Mehfil Kochar Market NA

Hotel Surya Ferozepur Road NA

Wallia's Bus Stand NA

Hotel Munjal Link Road Jagrao pool

Hotel Oasis Link Road Jagrao pool

Hotel City Heart Near Clock Tower New Market

Samrat hotel Civil lines New Market

Country Inn Suites Feroz gahndi market New Market

Hotel Nanda Bhadaur House Market New Market

Hotel Neelgiri Link Road New Market

In total 15 two star hotels were covered and they were classified as others because they were

not recognised with any star accredition. The study of these hotels revealed (fig 5) that 47% of

25

the two star hotels serve fish and rest 53% does not serve. Out of these (fig 6) 13% hotels does

not serve fish in their menu where as 20% of the hotels does not have restaurant and they only

provide lodging facility where 20% of these hotels have actually outsource their kitchen to the

contractor and the contractors look after the requirement of the food in the hotel. On further

talking to them they revealed that they have a basic menu and contractor looks after to that and

they do not serve fish.

Figure 3.4 Seasonality pattern in serving fish

Figure 3.5 Pattern of fish serving

Out of 15 hotels surveyed all of them serve fish during the peak season but do not operate in the

summers.

Not

Served

53%

Sep to

April

47%

Seasonality

Contracto

r

20%

No

Restauran

t

20%Not

Served

13%

Served

47%

Serving

26

3.4.1 Supplies

Almost all the hotels buy the fishes daily as per their requirement at the prevailing rates. They

purchase it from the new market and retailers as well. If they have any special requirement then

they order accordingly to the wholesalers at new market. Thus they do not undergo any contract.

They also shift their shop as per the benefit they receive. They mainly deal with Soul, Malli and

Singhara. These are common to most of the two hotels.

3.4.2 Quantity

As they generally go for daily purchase the quantity required is less. It varies between 2-4 kg/day

during the peak season.

3.4.3 Price

The rate varies as it is mentioned already there is no special rate offered to them as they are the

daily buyer but since they are hotels thus Rs 10-20 less than the prevailing retail rate.

3.5 Restaurant and Dhabas:

The Restaurants and Dhabas are the main consumer of fish in Ludhiana. The restaurant visiting

culture was very high in the city and Punjabi people like to have fish with liquor. Thus the

dhabas attracts huge number of customer during evening time. Few dhabas like Baba chicken

and Aman chicken in the green field area has daily consumption as high as 40 kg. As the

tandoori fish was popular and for that dhabas prefer Soul. Around 55% restaurants and dhabas

get their supply from wholesaler and rest from retailers. Generally retailers are preferred because

of proximity. These retailers are not only those who are having outlets but also from the

Fieldganj fish market.

The fish which was used by the restaurant and dhabas were Soul, Malli and Singhara. Soul was

used in the Baba chicken which was the highest daily consumer of fish but being a cheaper than

soul and Malli, Singhara is used in many of small dhabas for preparing curries and fish fry. Malli

is also used because of cheaper than soul and also preferred by the Punjabi peoples in curries. So

in Dhabas Malli and Singhara was most preferred.

27

The Quantity of fish required varies with the popularity of the restaurant. It was found that on an

average 2-4 kg of fish was required daily. But there are dhabas like Baba Chicken which sale

upto 20-25kg daily during the season. The restaurant and dhabas purchase around 89% daily

which shows that price, quality and availability was the main issue and given a better value for

money they can easily be shifted and can become customers.

3.6 Banquet and Resorts

Ludhiana has a high trend of marriages in banquet hall and resorts. So there are around 60 resorts

in the city. The peak season for marriages is from December to February. The banquets of the

popular hotels remain full due to party, marriages, birthdays etc. The consumption fish in this

season also increases. On survey we found that the main varieties which were served remain

Soul but wholesalers of new market cater most of the demand.

During interview of concerned person average monthly booking was obtained and then demand

for fish is obtained. Generally around 20-30 kg of fish was required for 250-300 people.

3.7 HORECA

The survey shows that around 80% of the HORECA sector serves fish in their menu. So it

reflects the liking of Punjabis towards fishes but since the main season for the consumption was

winters therefore per capita consumption was less in Punjab. The data clearly show that around

31% of the HORECA sector only serves round the year and most of the chunk i.e 69% serves

during the winter. The main reason being people less prefer fishes during the summers. In winter

generally average non vegetarian consumption in total goes up.

28

Figure 3.6 Pattern of fish serving

Figure 3.7 Seasonality in fish serving

3.7.1 Fish and Supply

The most common fishes are Soul and Malli. The study shows that 70% of the of the HORECA

sector serve Soul in their hotels while 20 % Malli and rest Basa and Singhara.

No

Restaurant

8%

Not Served

12%

Served

80%

Hotels serving fish

Sep to

April

69%

Whole

Year

31%

Hotel Seasonality

29

Figure 3.8 Pattern of supplier in Fish serving

Figure 3.9 Variety wise consumption

The supply of these fishes are from commission agents of new market who are the main player

of the market and captures around 58% of the market on the basis of number of HORECA

customer whereas 24 % of the HORECA get the fishes from the fish markets of Fieldganj and

sometimes Sherpur market, rest get their supplies from Retail outlets which are dispersed around

the city.

3.7.2 Mode of purchase

Around 76 % of the sector goes for a daily purchase and only 24% of the HORECA that too few

high end hotels goes for a yearly contract. The contract is at a fixed price and price does not

change with the fluctuations in the market. These hotels only give the order to the vendors and

they deliver the product at door step of the hotel even in some case bears the transportation cost.

18%

24%

58%

Supplier

Retailer

Fish Market

Commission Agents

Soul

70%

Basa

5%

Malli

20%

Singhara

5%Variety wise fish

consumption

30

Figure 3.10 Pattern showing mode of purchase of fish

3.7.3 Price

The price of fish is highly fluctuating in this market and is driven by the traders at Ghazipur or

outside the Ludhiana. The price fluctuation is in the range of Rs 30-50/kg which changes with

each consignment. Thus HORECA sector goes for daily prevailing price. Thus price is one of the

key factors to tame the market. If price is set competitively then the market can easily be

captured.

3.8 Demand Estimation

Total demand of Fish in lean season in sample data (56 nos)

( Detail in Annexure

10- 55kg

Total number of hotels, restaurant and dhabas in Ludhiana

(Source: Hotel Association of Ludhiana)

175

Approximate Demand in lean season( Assumption: 3 times the

sample demand)

50- 150 kg

Total demand of Fish in Peak season varies from in sample data. 115- 427

Approximate demand in peak season ( Assumption: 3 times the

sample demand)

1.5 tonnes.

Banquet and Resort( Detail in Annexure 6) 180 kg

Total daily Demand in peak season 500kg-1.7 tonnes

Contract

24%

Daily

Purchase

76%

Mode of Purchase of Fish

31

CHAPTER 4

4.1 Recommendation

Punjab markets have preference predominantly for Catfish and some carps which caters

to two different segment of the people i.e. Punjabis and Non Punjabis. But the HORECA

sector which has more than 200 units has shown a good consumption of around 2 tons per

day. The preferred varieties of the fish are catfishes especially Soul, Malli and Basa. Soul

is the most preferred variety and 70% of the HORECA is serving. So it is preferred to

keep Soul and Malli in the store.

Basa is one variety which has started to gain the market and still the distribution is in the

hand of 2-3 players. The market is nasent so venturing into it and gaining the share would

be a good proposition. Along with competitive pricing and some promotion of Basa to

the hotels will help ingetting foothold in the market. Basa is preferred because of price

and its inherent quality to take up taste with that of the recipe.

The fish market of the Ludhiana consume around 15-20 tons per day out of which around

2 tons goes to the HORECA sectors. So it would be preferred to know the preference of

the hotels and then decide the stock. As it is a perishable product and it will not remain

fresh for long time.

As the store will open in September, which will coincides with the peak season of the fish

in the city. To start with a quantity of 2-5 quintals/day and then gradually increasing the

volume with the demand would be advisable.

The catfish are required to be deboned and deskinning. This aspect has to be looked upon

as the wholesaler dressed the fish and then send to the hotels etc. An in-house facility of

deboning and deskinning is advisable. Basa is generally dressed and ready to cook fish so

this aspect is taken care of.

Fish is highly perishable product and freshness is most important aspect chilling

condition is needed to maintain at the store.

As initially HORECA is the main target but there is a potential in retailers also there are

around 15 20 retailers who sales from 20 80 kg per day to households during the peak

season so it would be better if they are also targeted gradually.

32

Consumption of fish also varies in the weekdays and remains high during the extreme

winters the HORECA sector prefers to serve during the dinner. But the household

consumption increase during the Sundays and the requirement goes up by 1.5 to 2 times.

REFERENCE

Ayyappan, S. & A. Gopalakrishnan (2008). Resilience in Fisheries and Sustainability of

Aquaculture. pp 1-9, In: Souvenir, 8th Indian Fisheries Forum (IFF) at Kolkata during 22

26 November, 2008, Kolkata, India. 115p.

Source : ftp://ftp.fao.org/docrep/fao/007/ae462e/ae462e00.pdf accessed on 15 june 2011

Source : www.fao.org/docrep/007/ae462e/ae462e00.htm accessed on 17 june 2011

Source : http://www.forbes.com/global/2011/0411/life-vietnam-yogesh-grover-

aquaculture-empire-fish-basa.html accessed on 25 june 2011

Source : http://nfdb.ap.nic.in/ accessed on 26 june 2011

Source : http://www.nmfs.noaa.gov/ accessed on 28 june 2011

Source : http://www.metro.co.in/ accessed on 5 july 2011

Source : http://www.metro-cc.com/ accessed on 6 july 2011

CII and Yes Bank, Rural Retail The Next Phase in Retailing, June, 2011 Report.

i

Annexure 1 Survey Questionnaire for HORECA survey

Veg / Non Veg

Q1. Do you serve Fish in your restaurant/hotel/cafe?

Yes / No

Q2.What are the varieties of Fish you serve in your cuisines?

Q3.What is the average daily requirement of Fish?

Q4.Do you serve fish round the year or seasonal? If seasonal then which months?

Q5.What customers prefer in respect to fish variety?

Q6. Where do you get Fish?

Retailer/Whole seller (Specify name)

Q7.What is mode of purchase?

Annual Contact/Monthly Contract/Weekly Contract/Daily Purchase

Other ( please specify)

Name

Category

Location

Respondent

Type

ii

Q8 Demand Estimation:

Demand of ..

Place of Purchase

Name of

retailer/wholeseller

Type of contract

Months of selling

Lean Period

Peak Period

SESONALITY

Sl.No

Type of Fish

Lean Period Peak Period

Quantity ( Kg /day) Rate (Rs /Kg) Quantity

(Kg/day)

Rate(Rs/Kg)

1

2

3

4

5

6

7

8

9

iii

Annexure 2 Survey questionnaire for Retailer/Wholesaler Survey

Exclusive Fish shop/ Meat Shop also keeps Fish

Q1.What are the varieties of Fish you deals with?

Q2.What is the average daily requirement of Fish?

Q3.Do you sell fish round the year or seasonal? If seasonal then which months?

Q4.What customers prefer in respect to fish variety?

Q6. Where do you get Fish?

Local/outside (Specify name)

Q7.What is mode of purchase?

Annual Contact/Monthly Contract/Weekly Contract/Daily Purchase

Others (please specify)

Q8. How do you get fish from procurement site? Mode of transport.

Name

Category

Location

Respondent

Type

iv

Q9 Demand Estimation:

Demand of ..

Place of Purchase

Name of retailer/wholesaler

Type of contract

Months of selling

Lean Period

Peak Period

SESONALITY

Sl.No

Type of Fish

Lean Period Peak Period

Quantity ( Kg /day) Rate (Rs /Kg) Quantity

(Kg/day)

Rate(Rs/Kg)

1

2

3

4

5

6

7

8

9

v

Sl.No Variety of Fish Location( if possible with

contacts)

Mode of transport

1

2

3

4

5

6

7

8

9

vi

Annexure 3 Wholesale and Retail Price Variation in Ludhiana City

Sl.No Variety of Fish Whole Sale Rate

Variation(Rs/kg)

Retail Price

1 Malli(Boneless) 200-250 250-300

2 Soul(Boneless) 400-450 450-500

3 Singhara(Boneless) 120-150 150-170

4 Neelam(Boneless) 120-150 150-170

5 Basa 250-300

6 Pankhas 60-80 70-100

7 Rohu 40-70 60-100

8 Catla 40-70 60-100

9 Mrigal 40-50 60-80

10 Golden Carp 40-60 60-100

11 Silver carp 40-50 60-100

12 Grass Carp 40-50 60-80

13 Pamphret 250-300 (150gm fish size)

14 Prawn 300-350 (If 16-18 pieces in 1

kg),200-250 ( If 25 pieces in 1

kg)

15 Sui 120-130

16 Hilsa 150-200

17 Tuna black 50-60

18 Ella,Matti 40-50

19 Magur 60-90

vii

Annexure 4 List of Hotel, Restaurants and Dhabas surveyed in Ludhiana City

Sl.No. Name Location Category Respondent Contact No

1 Hotel A Feroze Gandhi

Market,Ludhiana,

3-Star Mr Prithivi 9779900915

2 Hotel Mahal Ferozepur Road,

Ludhiana

3-Star 0161-2454222

3 Red Carpet 20 green field,

Ludhiana

Restaurant Dharmvir 988437702

4 Batra palace

Pvt Limited

Ferozepur Road 3-Star Mandeep 0161-2404872

5 KEYS Southern Bye pass,

Ludhiana

4-Star Randeep 9501100748

6 Hotel Friends

Regency Pvt.

Ltd.

Ferozepur Road 3-Star 0161-2771111

7 3k Chicken Near Verka Milk

Plant,Ferozepur Road

Dhaba Pandey 0161-5040000

8 Colonels cabin Green field,Pakhowal

road

Restaurant 0161-2453902

9 Baba Chicken Green field,Pakhowal

road

Dhaba Staff in

counter

10 Baba Chicken(

Big Store)

Green field,Pakhowal

road

Dhaba 9888966000

11 Aman Chicken Green field,Pakhowal

road

Dhaba

12 Amar Chicken Model Gram

Extension

Dhaba 9815360377,,

9463744066

13 Green Bar &

restaurant

Opp. Railway station Restaurant

viii

14 Hotel Lark Opp. Rekhi Cinema 2-Star Parvesh 9988547555

15 Hotel India Chowk Rekhi

Cinema

2-Star 0161-2742466

16 The Taksonz Opp. Railway station 3-Star 0161-2731851

17 Sagar Ratna Opp. Railway station Restaurant Rajesh Jain 9463805282

18 Hotel Dhawan Adjoining railway

station

2-Star 0161-2741730

19 Park Plaza Ferozepur Road 5-Star Rohit Rajpal 9915711808

20 Hotel Nagpal

Regency

Ferozepur Road 3-Star Rakesh

Sharma

9217525940

21 Grand Marian Dugri Road 3-Star Suraj 9814654998

22 Hotel Diamond Opp Bus stand 2-Star R N Pandey 9478291860

23 Fortune Park

Klassik

Link Road 4-Star Amit Bakshi 9216088017

24 Hotel Chevron

International

Link road 3-Star 9814803732,

0161-2425514

25 Hotel Malwa Opp Bus Stand 2-Star 0161-2774704

26 Chawlas Opp Atam Park,

Dugri road

Dhaba 0161-5051552

27 Hotel Mehfil Kochar Market 2-Star 9878519929

28 Hotel Saheba Chowk bharat Nagar,

Ferozepur Road

3-Star 0161-2772034

29 Hotel Surya Ferozepur Road 2-Star 0161-3202169,

9316308801

30 Wallia's Bus Stand 2-Star

31 Hotel Munjal Link Road 2-Star

32 Pearl Palace Link Road 2-Star

33 Sakti Palace Link Road 2-Star

ix

34 Hotel Oasis Link Road 2-Star

35 Hotel Neelgiri Link Road 2-Star

36 Chef Corner Station Road Dhaba

37 Hotel

Gulmohar

Ferozepur Road 3-Star Mr Rajaji 1612771700,

9814055999

38 Basant

restaurant

Restaurant

39 Hotel de romeo Ferozepur

Road,Ludhiana

40 Hotel Maharaja Ferozepur

Road,Ludhiana

4-Star

41 Pradhanz

Drinking Place

Ferozepur

Road,Ludhiana

Restaurant

42 Drinking Place Ferozepur

Road,Ludhiana

Restaurant

43 Hot Millions

Restaurant

Ferozepur

Road,Ludhiana

Restaurant

44 Chawlas,

Ferozepur

Road

Ferozepur

Road,Ludhiana

Dhaba

45 The Yellow

Chilli

SCF 32, Sharaba

nagar

Restaurant 9855523333,

7837033777

46 Knight Caf Chaura bazaar Restaurant 0161-2750369

47 Daman

Chicken Dhaba

Near Samrala Chowk Dhaba 9815130011

48 Maharaja

Chicken Dhaba

Pakowal Road Pulli,

Opp. Sharaba Nagar

Dhaba 8427105252

49 Karnail

Chicken Centre

Samrala Road Dhaba 9814236730

50 Hong Kong Ii Bhadaur House, Restaurant 0161-2742712

x

Sarabha Nagar

51 City Heart

Sarovar Portico

Near Clock Tower 3-Star 0161 4377 000

52 Hotel City

Heart

Near Clock Tower 3-Star 0161 2740240

53 Samrat hotel Civil lines 2-Star 0161

2448416,2444274

54 Country Inn

Suites

FerozGandhi market 2-Star Prithvi

Rathore

9779900915

55 Hotel Nanda Bhadaur House

Market

2-Star 0161 2742618

56 Hotel Oasis Gyan Singh Parwal

Road

2-Star 0161 2403586

xi

Annexure 5 List of Resort and Banquet Surveyed in Ludhiana

Resorts and Banquets

S

No.

Name Location Contact

number

1 Park Plaza Ferozepur Road Rohit Rajpal 9915711808

2 Fortune Park Klassik Link Road Amit Bakshi 9216088017

3 Hotel Maharaja Ferozepur

Road,Ludhiana

Ashok sharma 9878464937

4 Hotel A Feroze Gandhi

Market,Ludhiana,

Mr Prithivi 9779900915

5 Hotel Mahal Ferozepur Road,

Ludhiana

0161-2454222

6 Batra palace Pvt

Limited

Ferozepur Road Mandeep 0161-2404872

7 Hotel Friends

Regency Pvt. Ltd.

Ferozepur Road 0161-2771111

8 Hotel Nagpal

Regency

Ferozepur Road Rakesh Sharma 9217525940

9 Grand Marian Dugri Road Suraj 9814654998

10 Hotel Gulmohar Ferozepur Road Mr Rajaji

(9814055999), mr

sood 9814500124

1612771700

11 Kingsville Resorts Bhanour Ferozpur

Road

9814096619

12 Food factory Chandigarh road Ashish Mehta 9814111742

13 Crytal resorts Pakhowal road 9872967204

14 Sterding Resorts Gill road 9814077774

15 Basant Resorts Malhar road, Saraba

Nagar

0161 5010600

16 Amar resorts Ludiana Bypass 0161 2505524

xii

17 Silver Oak Resorts Village Daod,

Pakhowal Road

0161 2807705

18 Mohini Resorts Chandigarh road 0161 2605491

19 Spring Field resorts Ferozpur road 9814048672

20 Gillz garden Gill road 0161 2814092

21 Annapurna Banquets

and Cafetaria

9316915870

22 La Embessy Ferozepur Road

23 Nagpal Resort Pakhowal Road

xiii

Annexure 6 Demand Estimation of Resorts and Banquets of Ludhiana City

Resorts and Banquets

S

No.

Name Location No of

Halls(

A)

Days of

Bookin

g/Mont

h(B)

Total

numbers

of

booking

(A*B)=C

During

season(3

months)

(C*3 )

1 Park Plaza Ferozepur Road 3 20 60 180

2 Fortune Park Klassik Link Road 2 15 30 90

3 Hotel Maharaja Ferozepur

Road,Ludhiana

2 18 36 108

4 Hotel A Feroze Gandhi

Market,Ludhian

a,

1 12 12 36

5 Hotel Mahal Ferozepur

Road, Ludhiana

1 8 8 24

6 Batra palace Pvt

Limited

Ferozepur Road 1 7 7 21

7 Hotel Friends Regency

Pvt. Ltd.

Ferozepur Road 2 15 30 90

8 Hotel Nagpal Regency Ferozepur Road 1 12 12 36

9 Grand Marian Dugri Road 1 13 13 39

10 Hotel Gulmohar Ferozepur Road 1 10 10 30

11 Kingsville Resorts Bhanour

Ferozpur Road

1 10 10 30

12 Food factory Chandigarh

road

1 10 10 30

13 Crytal resorts Pakhowal road 1 10 10 30

14 Sterding Resorts Gill road 1 10 10 30

15 Basant Resorts Malhar road, 2 10 20 60

xiv

Saraba Nagar

16 Amar resorts Ludiana Bypass 1 8 8 24

17 Silver Oak Resorts Village Daod,

Pakhowal Road

1 8 8 24

18 Mohini Resorts Chandigarh

road

1 8 8 24

19 Spring Field resorts Ferozpur road 1 8 8 24

20 Gillz garden Gill road 1 8 8 24

21 Annapurna Banquets

and Cafetaria

1 8 8 24

22 La Embessy Ferozepur Road 1 8 8 24

23 Nagpal Resort Pakhowal Road 1 8 8 24

Total Number Booking 1026

Assumption 1: 40% of banquets will have fish (numbers) 410.4

Assumption 2: Avg. 20 kg of fish in each marriages with 200-300 members(in

Kg)

8208

Fish required per day 91.2

Total Resorts/banquets are approx. 70 in numbers so roughly twice the surveyed

data (in Kg)

182.4

Approximation 180 kg

* Season means peak season of marriages December January and February which coincides with

fish consumption seasons.

xv

Annexure 7 List of Farmers doing Fish farming nearby Ludhiana

Sl.

No

Name of

Farmer

Address Phone No Size

of

Pond

(in

acres

)

Selling

Price

at farm

gate(Rs

/kg)

Fish

Species

Grown

Remarks

1 Rajvinder

Pal Singh

Village

mandiani via

Mullanapur,

Dt ludhiana

9988339592,

01612805538

60 60 Catla,

Rohu,Mrig

al,Golden

carp,Silver

carp,Grass

carp

Sells at

Sherpur market

himself

2 Jasvir

Singh

Village

Karodian, Dt.

Ludhiana

9417047147,

01628-

275212,

9814977549

8 60-70 do Productivity-

20-25

quintals/acre/yr

, Sells at

farmgate to

Middleman

3 Kuldeep

Singh

S/o

Nachhatar

singh,

Rampura

Phul, Sithu

Fish farm,

Mehraj,

Bhatinda

9463936920 6 50-60 do Sells at

Sherpur market

himself

4 Balbinder

Singh

Vill Talwara

P.O

pratapsingh

bara

8054581688 0.5 50-60 do

5 Avatar

Singh

Badshahpur,

Maridabad,Si

yalkot,Dt

jalandhar

9988735813 3 40 do Productivity-

25-30

quintals/acre/yr

, Sells to

retailers at

Sherpur

Market

6 Balihar

Singh

Biharsahab,te

hsil Patra,

9417764764 3 40-50 do

xvi

Patiyala

7 Gurbhajan

singh

Jaffarwal,

Moga

9888158741 2 45-50 do

8 Mandeep

Singh

S/o Sardul

Singh,Badsh

ahpur,Murid

wal

2 40 do

9 Sukhwinde

r Singh

Vill Kotli, Dt

Ludhiana

1 60-65 do

10 Vishwadee

p Jhakhar

Panch Kausi,

Teh

Abhor,Firozp

ur

9876075001 1 45-50 do

11 Pargat

Singh

Arhetu,Patial

a Samna,

Sadhranpur

9814607587 0.5 45-50 do

12 Kulwant

Singh Dilla

Vill Landha

Doraha

01612675199 20 50-60 do Sells at

farmgate to

Middleman(M

ukesh, Ganesh,

Rambilas, Hari

and they sell it

to sherpur

market)

13 Jagroop

Singh

Vill. Landha

Doraha

01628258041 15 40-50 do

xvii

Annexure 8 List of Hotels showing purchase mode & seasonality in fish serving.

Sl.No Hotel name Category Service Sesonality Contract

1 Park Plaza 5-Star Served Whole Year Annual Contract

2 Fortune Park Klassik 4-Star Served Whole Year Annual Contract

3 Hotel Maharaja 4-Star Served Whole Year Annual contract in

September at fixed price

4 Hotel A 3-Star Served Whole Year Annual Contract

5 Hotel Mahal 3-Star Served Sep to April NA

6 Batra palace Pvt

Limited

3-Star Served Sep to April NA

7 Hotel Friends

Regency Pvt. Ltd.

3-Star Served Whole Year Annual Contract

8 The Taksonz 3-Star Served Sep to April Annual Contract

9 Hotel Nagpal

Regency

3-Star Served Whole Year Annual Contract

10 Grand Marian 3-Star Served Sep to April Daily Purchase at

prevailing rate

11 Hotel Chevron

International

3-Star Served Sep to April Daily Purchase at

prevailing rate

12 Hotel Saheba 3-Star No

Restaurant

NA NA

13 Hotel Gulmohar 3-Star Served Sep to April Daily Purchase at

prevailing rate

14 Hotel Lark 2-Star Served Sep to April Daily Purchase at

prevailing rate

15 Hotel India 2-Star Not

Served

NA NA

16 Hotel Dhawan 2-Star Not

Served

NA NA

xviii

17 Hotel Diamond 2-Star Not

Served

NA NA

18 Hotel Malwa 2-Star Not

Served

NA NA

19 Hotel Mehfil 2-Star No

Restaurant

NA NA

20 Hotel Surya 2-Star No

Restaurant

NA NA

21 Wallia's 2-Star Not

Served

NA NA

22 Hotel Munjal 2-Star Served Sep to April Daily Purchase at

prevailing rate

23 Hotel Oasis 2-Star Served Sep to April Daily Purchase at

prevailing rate

24 Hotel City Heart 2-Star Served Sep to April Annual Contract

25 Samrat hotel 2-Star No

Restaurant

NA NA

26 Country Inn Suites 2-Star Served Sep to April Daily Purchase at

prevailing rate

27 Hotel Nanda 2-Star Served Sep to April Daily Purchase at

prevailing rate

28 Hotel Neelgiri 2-Star Served Sep to April Daily Purchase at

prevailing rate

29 Red Carpet Restaurant Served Whole Year Daily Purchase at

prevailing rate

30 Colonels cabin Restaurant Served Sep to April Daily Purchase at

prevailing rate

31 Green Bar &

restaurant

Restaurant Served Sep to April Daily Purchase at

prevailing rate

32 Sagar Ratna Restaurant Not NA NA

xix

Served

33 Basant restaurant Restaurant Served Sep to April Annual Contract

34 Pradhanz Drinking

Place

Restaurant Served Sep to April Daily Purchase at

prevailing rate

35 Drinking Place Restaurant Served Sep to April Daily Purchase at

Prevailing rates

36 The Yellow Chilli Restaurant Served Sep to April Daily Purchase at

prevailing rate

37 Knight Caf Restaurant Served Sep to April Daily Purchase at

prevailing rate

38 Hong Kong Ii Restaurant Served Sep to April Daily Purchase at

prevailing rate

39 3k Chicken Dhaba Served Sep to April Daily Purchase at

prevailing rate

40 Baba Chicken Dhaba Served Whole Year Daily Purchase at

prevailing rate

41 Baba Chicken( Big

Store)

Dhaba Served Whole Year Monthly contract with

Fluctuating price

42 Aman Chicken Dhaba Served Sep to April Daily Purchase at

prevailing rate

43 Amar Chicken Dhaba Served Whole Year Daily Purchase at

prevailing rate

44 Chawlas Dhaba Served Whole Year Daily Purchase at

prevailing rate

45 Chef Corner Dhaba Served Sep to April Daily Purchase at

prevailing rate

46 Chawlas, Ferozepur

Road

Dhaba Served Sep to April NA

47 Daman Chicken

Dhaba

Dhaba Served