Building market linkages for the value – added fish products developed by the coastal women self help groups.

Abstract

Women have been playing an important role in the development of science and technology from times immemorial.It is well known that, women have been making substantial contribution to the development and economic progress in agriculture as well as fisheries sectors. Research and education in the field of fisheries and aquaculture have offered opportunities for bridging the knowledge gap between the lab and land and these have been increasingly supportive of sustainable livelihoods of the coastal communities. Sustainable traditional and extensive coastal aquaculture provides primary, secondary or supplementary livelihood options. These options are related to a low investment-high returns enterprise system, when compared to terrestrial animal production systems. They offer plenty of scope for diversification of production, and opportunities of processing and marketing. Marketing is a social process by which individuals and groups of individuals obtain what they need and want through creating and exchanging products and their value with others. Through good marketing management, a clear return on investment can be obtained. It helps in building customer relationships as well as in creating product awareness. Without an effective marketing strategy one stands to lose customers, which implies revenue loss. In order to diversify livelihood opportunities among women Self Help Groups, the Central Institute of Brackishwater Aquaculture of the Indian Council of Agricultural Research, Chennai, has been working with 200 women beneficiaries of two coastal districts of Tamil Nadu, viz., Thiruvallur District and Kancheepuram District, under a DBT funded project. Out of these 200 women beneficiaries, 100 women belong to the villages Kattur, Thonirevu and Light house Kuppam in Thiruvallur District, while the rest of the 100 women belong to the village Allambarai Kuppam, Kancheepuram District. Three coastal aquaculture technologies viz., (1) mud crab fattening, (ii) development of farm made feeds and (iii) value-added fish products have been customised to fit into the working conditions of women and for the type of investments that they can get from banks. All these women have been trained in the three technologies mentioned above. Six production units based on the above technologies have been set up in the villages and the SHGs have started production. It was felt that continued success of these units would depend on establishing a market for the products developed by SHGS.