The Hindu , 17 June 2006

Major brand-building drive for marine exports planned

NELLORE: In a bid to enhance the image of Indian marine products across the globe, Central Government has decided to take up a major brand-building exercise for the seafood exports.

Primarily, it wants to flood the world market with Indian marine products: Black tiger shrimp and scampi - giant fresh water shrimps, which have a significant demand in overseas market.

Branding, marketing

"Against this backdrop, we would rope in marketing agencies, specialized in brand-building operations, Marine Products Exports Development Authority (MPEDA) chairman G Mohan Kumar, who was here on an official visit, told The Hindu .

"Since international consumers are choosy about the origin of products, we are planning to supply packed, ready-to-eat and ready- to-cook seafood products to several countries. To do this, we will rope in a chain of super markets and retail outlets to flood our brands, Indian black tiger and Indian scampi in the international market.

Besides brand-building, MPEDA would also focus on increased value addition, which could help Indian marine products gain a stronger hold in the global arena, Kumar observed.

Market share

According to market analysts, the move will pave way for an increased market share of Indian sea products abroad. And it will surpass the all-time record of US $ 1.48 billion export revenue during 2004-05, in the ensuing years, which in turn will benefit aqua farmers of Andhra Pradesh, Kerala, Tamil Nadu, Gujarat, Orissa, Karnataka, Maharashtra, West Bengal, Goa, Delhi and Union Territory.