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Something fishy wooing city folks
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The new, trendy fish parlours that have sprouted in the City are fast taking over from the abhorrent fish markets of yore. The alluring contours and content of these parlours would even turn a die-hard vegetarian into a fish beau, feels SUNIL NALIYATH.
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IF THERE is something common to all food buffs it is their varied preferences for their passionate love. But if there is one thing on which the entire non-vegetarian group of the city agrees on it is the abhorrent state of our fish markets.
An unmistakable stench and abominable surroundings characterise the places where fresh fish is sold. The only other option for Kochiites is to wait patiently for the arrival of the fisherwomen, with basketful of various varieties of fish or the moped-trotting men, yelling out from the streets, as they make their regular beats through our colonies, followed by a train of mewing cats.
But change being the way of life, this social scene is also undergoing a revamp. It may be for the trendy just now, but the spacious, well-furnished, air-conditioned fish parlours, sprouting-up in the city, are fast becoming popular.
Everything is hygienic at these parlours and the weigh machines here are not those cranky, half-rusted ones. One can pick and choose what you want and the fresh fish will be delivered to you dressed aesthetically and really fast. While you pick and choose and wait for them to weigh what you have chosen, listen to the music, browse through the latest periodicals or watch the
exotic collection of ornamental fish kept in the huge aquarium in the parlour.
The dotting fish parlours can be considered as one of the latest value-added utility services on offer in Kochi. "People are always on the lookout for new utility services to suit their convenience and the ever increasing clientele and growing number of such parlours stand testimony to this changed scenario,'' maintains a fish parlour owner.
Mr Dilraj of `Fresh Catch', which is perhaps the first fresh fish parlour in the city, is a happy man. His parlour, established nearly two years ago and strategically located on M G Road, has never suffered from a drop in customers or sales. According to him, almost the entire stock is sold on a regular day, while on days preceding festivals and holidays, the parlour records a phenomenal jump in sales.
Promoted by La Delicia Trading, a seafood exporting company, `Fresh Catch' was an idea mooted by the promoters who sensed the need for quality fresh fish at affordable prices, sold in hygienic conditions. ``Today, quality and convenience tops the priority of the customers. Price comes only later,'' corroborates Mr Dilraj.
The market potential of such an idea was tremendous. They studied the viability of the concept and though it took them nearly four months to break even, they found the public response to this novel idea was very encouraging. A market survey conducted later revealed that there was a gulf between genuine supply and demand and that the frozen-fish culture was timeworn.
They have now started diversifying, entertaining corporate orders from places as far as
New Delhi and Mumbai, besides trade enquiries from overseas. Open for 12 hours from 8.00 am to 8.00 pm, their average daily sales is reportedly is over two tonnes.
According to dieticians, if an adult takes 200 gms of fish everyday, he gains 600 calories. The Protein Efficiency Ratio (PER) in fish is much more than milk. It is full of rich and easily digestible proteins, contains Vitamins A, D and E, and abundant content of minerals like Calcium, Phosphorus, Iodine and Iron. The poly unsaturated fatty acids found in fish reduces blood
cholesterol. In developed countries 95% of the populace prefer fish to other non-vegetarian food. Globally the `anything fresh' mantra is fast catching up and when it comes to non-vegetarian food 90% of the retail outlets are now occupied by fresh stuff whereas frozen food items has only 10% of berthing space. Retail supermarket giants like Tesco and Mark & Spencer testifies to this.
Mr Sebastian, whose fresh fish business goes back to generations, affirms that this new trend is
part of a new culture that has sprung with shrinking living spaces. "People are ready to grab anything that is well showcased. With limited space available in apartments, dressing and disposal
of waste has helped in the growth of this new concept of selling fish," he observes.
With more and more outlets coming up the competition in this field is also hotting up. This has increased the responsibility of shop owners. Mr Sebastian's parlour at Chambakkara operates for 14 hours a day. All the people manning the outlet, that includes four dressers and a cashier, are all family members. "This is high risk business and profits can somersault anytime,'' admits Mr Sebastian. He also entertains orders on telephone because ``we cannot afford to ignore a single customer.''
Meat Mart, an upbeat spacious fish parlour located at the southern end of M G Road is a big hit. Started no so long ago, Meat Mart has ambitious plans. Two more outlets will begin operations in the city soon. "Our target is to have an exclusive chain of parlours, with outlets throughout the State,'' says an enthusiastic Mr Kuiakose G Valavi, one of the three entrepreneurs behind the venture. Incidentally, Mr Kuriakose has the distinction of being the first exporter of live crabs in the country.
Launched by Residency Business Services the concept of `Meat Mart' was inspired by similar such parlours in the West. ``The initial lukewarm response melted away much more sooner than we expected...'' adds Mr Kuriakose.
In Kochi, there are fresh fish outlets at the Varkey's super-market stores and `Speed Mart', the drive-in retail unit attached to the Hindustan Petroleum fuel station. These are indications of the fast growing trend.
``Discussions are on with the Central Institute of Fisheries Technology (CIFT) which is aimed at providing research and development support in introducing the latest techniques in fish preservation which will help give a longer shelf life for fresh fish'' reveals Mr Kuriakose.
Sitting in the neatly done up `Meat Mart', the largest one of its kind in Kochi, you will not even feel the presence of fish around. It is so neat and hygienic. The fish is cut on a food-grade Teflon and delivered in sealed covers. Orders are also taken over telephone and delivered free within a radius of 5 kms. "We get an average of 45-50 calls per day,'' says the cashier-cum-telephone operator of the Mart. They have also introduced fast delivery, using two-wheelers. Their future plans include imported cutting and descaling machines and an exclusive counter for ready-to-serve carry packs of grilled fish and chicken. In short, `Meat Mart' is getting smart.
With competition in this field hotting up and customer expectations changing overnight, it is savoury days for Kochi and her fish loving people. Fresh fish parlours are alluring, both in terms of their contour and content. And very soon even the die-hard vegetarians will be seen queuing up in front of these parlours. After all, for how long can one resist such honest temptations?
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