Daijiworld Media Network - Bengaluru

Bengaluru, Nov 26: In a move modelled on the distribution system of Nandini milk, the Karnataka Fisheries Development Corporation (KFDC) is preparing to introduce vacuum-packed, ready-to-cook processed fresh fish under its own brand. The corporation plans to begin the initiative on a pilot basis in January–February, aiming to supply customers with a reliable product backed by quality assurance.

Demand for Nandini milk and its dairy products has grown across Karnataka and the country, prompting the corporation to consider a similar branding strategy for Karnataka’s fresh fish. Officials said that the vacuum-packed model would not only ensure quality but also help build consumer trust, while giving the state’s fish a distinct branded identity.

KFDC currently operates through 28 agencies in Bengaluru. In the past, concerns were raised that some outlets had procured low-quality fish at cheaper prices and sold them under the corporation’s name.

Officials noted that raw, unprocessed fish also poses difficulties for consumers who have to clean it themselves. For these reasons, the corporation intends to process, clean and vacuum-pack the fish before sale, assuring quality and providing a dependable brand. The move is also expected to benefit fish farmers.

Since fresh fish cannot carry a printed seal directly, the corporation has decided to use a quality-assurance mark on the packaging. Fish sourced directly from Malpe and other coastal regions will be transported to Bengaluru, cleaned and stored at zero degrees before being vacuum-packed. Half-kilogram and one-kilogram packets will be made available.

The packaging will carry an FSSAI-approved label, and customers will have the option to file complaints in case of quality concerns. Sales will be restricted to existing KFDC outlets across the state.

In line with the state budget announcement, the corporation is also preparing to open a fully equipped ‘Matsyadarshini’ seafood restaurant in Mysuru shortly. The plan is to establish Matsyadarshini outlets in all districts to provide healthy fish meals at fair prices. Matsyadarshini outlets are currently operational in Kolar, Tumakuru, Bengaluru and Mangaluru, and preparations are underway for the Mysuru launch.