Project Title:-“SERVICE MARKETING IN FALCON

CHILIKA FRESH”

Submitted by:-

Student’s Name:-SANTANU HALDER

Regd. No:-1471091031
Session: 2018-19
Project Report submitted in partial fulfilment for the degree of
Master of Business Administration
Under the guidance of

Name of External Guide:- SWADESH SARANGI.

Designation:- Head of Retail Division.
Name of the Organization:- FALCON CHILIKA FRESH.

Name of Internal Guide:-

Designation:-
Institute of Business & Computer Studies, SOA University

Institute of Business & Computer Studies

Faculty of Management Sciences
Siksha ‘O’ Anusandhan University

1
Company Certificate or External Guide Certificate

2
 Internal Guide Certificate

IIB
BCCS
S,, S
SOOA
AUUnniivveerrssiittyy

C e rt i fi c a t e
This is to certify that Mr. /Ms. SANTANU HALDER, having regd No
1471091031 has done this research project work on “SERVICES MARKETING
IN FALCON CHILIKA FRESH” and submitted the report in partial fulfilment for
the degree of Master of Business Administration to IBCS, SOA University,
Bhubaneswar under my supervision and guidance.

His / her report is the record of original work done by him / her. To the
best of my knowledge, no part of the content of this report has been submitted
for any degree by him / her or any body else to any other University or
Institution.

Date :-22 /08 / 2018

Place : - Bhubaneswar

Project Guide

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 Declaration

I, Mr./Ms SANTANU HALDER, hereby declare that the project report

submitted by me entitled, “SERVICES MARKETING IN FALCON CHILIKA

FRESH” in the partial fulfilment for the degree of MBA to IBCS, SOA
University, Bhubaneswar, is the record of original work done by me. No part
of the content of this report has been submitted to any institution / university

for the award of any other degree. Previous works in this field have been duly
acknowledged as and when they have been referred.

Date :-22/08/2018

Place : - Bhubaneswar (Name & Signature of the Student)

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 Acknowledgements
Presentation Inspiration and motivation have always play a key role in
the success of any ventures.
I express my sincere thanks to Mrs.Sasmita Patnaik, IBCS.

I pay my deep sense of gratitude to Dr.Uma Sankar Mishra

(Faculty advisor) of Marketing Department, IBCS to encourage me to the
highest peak and to provide me the opportunity to prepare the project .

I am immensely obliged to My friends for their elevating inspiration ,

encouraging guidance and kind supervision in completing my project.

Last but not the least my Parents are also an important inspiration for
me . So, with due regards I express my gratitudes to them.

(Name & Signature of the Student)

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 Abstract:-
In the marketing community, services marketing emerged as a separate field
of study in the early 1980s, following the recognition that the unique
characteristics of services required different strategies compared with the
marketing of physical goods.
Through this research, we will try to figure out the importance of service
marketing in “SERVICES MARKETING IN FALCON CHILIKA FRESH”.

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Table of Contents
Subject Items Page No.

Chapter-I (Introduction)
1.1 FALCON MARINE EXPORT PRIVATE LIMITED 10
1.2 HOW FALCON WAS DEVELOPED 11
Chapter-II (Literature Review / Theoretical Background)
2.1 WHEN FALCON WAS DEVELOPED 12
2.2 HOW FARMERS COOPERATE WITH FALCON 13
Chapter-III (Company / Product Profile)
3.1 COMPANY PROFILE 14

3.2 Chilika Fresh Online Open 14

3.3 Establishment of Modern & Hygienic Kiosks 15

“CHILIKAFRESH”
3.4 IDENTIFICATION OF POTENTIAL RETAIL POINTS 18

3.5 PRODUCT PROFILE

3.6 ESTIMATE FOR PUF INSULATED SANDWICH PANELLED PRE-

FABRICATED FISH SELLING KIOSK 19

3.7 SKETCH MAP OF KIOSK 22

3.8 FISHFED PROFILE 23

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Chapter-IV (Data Analysis and Interpretation)
4.1 Variability of nutrients 25

4.2 FISH ON WHEEL CONCEPT 30

Chapter-V (Summary and Conclusion) 33

Bibliography 35

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 List of Tables and Figures
Figure 1: (Chilika fresh) 15

Figure 2: Sketch map of kiosk 22

Figure 3: CHILIKA FRESH SHOP IN SIRIPUR SQUARE, NEAR OUAT 26

Figure 4: CHILIKA FRESH SHOP IN CRP SQUARE 27

Figure 5: CHILIKA FRESH SHOP IN RASULGARH 28
Figure 6: FISH ON WHEEL 29

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 Chapter-1 (Introduction)
1.1 FALCON MARINE EXPORT PRIVATE LIMITED
Tara Ranjan Patnaik claims to be a ‘businessman by accident’. He learnt to
swim by throwing himself into the sea and managed to churn out success by
clinging on to the belief that he can safely swim ashore. His is a tale of victory
that will be inspirational to others.
The 64-year-old entrepreneur who comes from a family of lawyers wanted to
continue his ancestral profession but life took him down a different path. In
1985, he established Falcon Marine Export Private Limited and, for the past 15
years, his company has been the country’s largest marine products exporter.

Currently, they are the buyers of more than 65 percent of the seafood in Odisha,
where they are based, and employ over 5,000 people. Together with their two
other companies — Patnaik Steel and Alloys Limited, and Falcon Real Estate
Pvt Ltd — their turnover stood at Rs 1,500 crore in 2016-17 and they are aiming
at Rs 2,000 crore by the next fiscal year.
Tara Ranjan has been awarded the MPEDA (Marine Products Export
Development Authority) award for being the country’s highest value exporter
for the past 15 years.
He named his company Falcon because he loved the thought of soaring high
into the sky, but even he didn’t realise his company will achieve such heights.
Born on 14 March, 1953, at Anandapur subdivision in Keonjhar, Odisha, he was
the fourth of eight siblings and his father, (Late) Padmanava Patnaik, was a civil
lawyer.
“It was a middle-class set-up. My father was a lawyer in the lower courts, but
all our basic needs were fulfilled,” says Tara Ranjan, while sitting at Falcon
House in Bhubaneswar, his company headquarters.
He started his education from a government school in Anandapur in 1954 and
moved to Bhadrak to join Bhadrak College in 1969 to study science and started
staying at a hostel. However, he left it after a year as he was disturbed by
frequent strikes and student agitations in the college.
He then returned to Keonjhar and continued his studies in the science stream
from 1970 to 1971 but quit again – he had lost interest in the subject. In 1972,
he switched to the arts stream and took admission in Anandapur College,
Keonjhar, from where he completed his graduation.

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 1.2 HOW FALCON WAS DEVELOPED
In 1973, he moved to Cuttack when he took admission at Madhusudhan Law
College. “I wanted to become a lawyer like everyone else in my family… but
destiny had other plans for me,” he says with a smile on his face.
Explaining why he calls himself a ‘businessman by accident’, he recounts that it
was his friend and classmate J Rahmat who changed the course of his life in
1975. “He told me to invest in buying fishing trawlers,” says Tara Ranjan.
“I had no idea about the business whatsoever, but he insisted we do the business
together. I agreed. We took a loan of around Rs 2 lakh from Odisha State
Financial Corporation and purchased three or four trawlers. We both were equal
partners.”
They hired 10 people who would go out to the sea to catch fish for them.
Sometimes they would also go out to the sea for the catch of the day to get first-
hand knowledge about how it’s done. Back then, often this was a risky task, as
the waves were unpredictable and suddenly turbulent at times.
But this business venture failed. “We suffered huge losses because we lacked
the required knowledge, says Tara Ranjan. “I had to sell off my trawlers to pay
off the loan. It was a tough time…”
However, he didn’t lose hope. He had built a network in the business and, in
1978, he began to supply prawns to big export companies operating in the state.
“I began to purchase prawns directly from the fishermen and sell it to big
exporters,” he explains. “Though I had incurred losses in my business, I had
gained experience about where and how to make money.”
For the next seven years, he continued to sell prawns to exporters and build
contacts, including buyers of prawns in foreign countries

Chapter-2(Theoretical Background)
2.1 WHEN FALCON WAS DEVELOPED
In 1985, he founded Falcon Marine Export Private Limited in Bhubaneswar.
The business began to grow and the company registered a turnover of Rs 4.66
crore in 1987-88.
“We started by hiring a company who would package our products but soon I
decided to have my own processing unit,” he adds.
The first processing unit came up at Mancheswar area on a 15 acre plot in
Bhubaneswar in 1993 and Tara Ranjan invested Rs 20 crore in it. The second

11
processing unit of 14 acres was set-up in 1994 at Paradeep at an investment of
20 crore. He took a loan for both units which he later paid off.
By 1990-1991, the turnover had increased to over Rs 12.5 crore with an export
of 850 tonnes per year. “The business was moving smoothly. Our buyers were
mostly from abroad, mainly the US,” he recalls. “But things became bit tough in
1999 when the state was hit by a cyclone. The goods kept in the Paradeep
factory were submerged in the water and we faced losses to the tune of Rs 2
crore. The loss at the Mancheswar plant was around Rs 60-70 lakh.”
The entrepreneur managed to steady the ship and the company began to
overcome the losses. “We learnt lessons and devised a new strategy,” says Tara
Ranjan. “We began to encourage small farmers to cultivate prawn. We provided
them with raw material and technology and bought back what they grew.”
2.2 HOW FARMERS COOPERATE WITH FALCON
The farmers did cultivation in small pieces of land – ensuring a steady supply to
Falcon and also helping the farmers to become independent and financially
stable. “At present, over 5,000 farmers work with us,” says Tara Ranjan.
By 2000-01 the turnover crossed Rs 157 crore, with an export quantity of 3,100
tonnes of seafood every year.
In 2006, the company entered into the steel business with Patnaik Steel and
Alloys Limited. It has an integrated steel plant in Jora in Odisha. Spread over an
area of 120 acres, the plant was started at an investment of around Rs 200 crore.
In 2008, his son Parthajeet Patnaik, an MBA from London, joined his father’s
business. In the same year, the company made a foray into real estate and
Falcon Real Estate Pvt Ltd came into existence.
The company had a land bank of around 300 acres in and around Bhubaneswar
and its outskirts, and an investment of around Rs 45 crore was made for
building 120 apartments.
Parthajeet says that though they have been running three companies, the focus is
solely on seafood and they want to add more items apart from prawns. “We aim
to become the biggest exporters of seafood in Asia,” he reveals his vision for
the company.
With his son coming into the business, Tara Ranjan wants to take more time out
for himself – over the years he has been too busy building up and expanding the
company to spend quality time at home.
Tara Ranjan Patnaik’s magic mantra: Work hard with honesty and dedication.
This simple method has catapulted him to the pedestal of success.

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 Chapter-3 (Company / Product Profile)
3.1 COMPANY PROFILE

Odisha Govt signed a MoU on Jagatjore Shrimp Culture Project with Falcon
Marine Exports Pvt. Ltd for setting up 26 Chilika Fresh outlets at different
parts of Bhubaneswar. Subal Mohanty, MD, FISHFED and Tara Patnaik, Head
of Falcon Marine Exports Ltd were the signatories.

MoU has been signed in the presence of the Minister of Agriculture &
Farmers’ Empowerment, Fisheries & Animal Resources Development Sri
Pradeep Maharathy, MLA, Bhubaneswar North Sri Priyadasi Mishra, MLA,
Bhubaneswar Middle Sri Bijay Mohanty, Mayor, Bhubaneswar Municipal
Corporation Ananta Narayan Jena, President of FISHFED Sri Prasad Dora and
Commissioner-cum- Secretary Bishnupada Sethi.

Chilika Fresh is a concept promoted by Fisheries & ARD Department, Odisha

to make available fish and fish products to the consumers in the most hygienic
conditions.

The first outlet of Chilika Fresh was setup at Siripur Square, near OUAT and
was inaugurated by the Chief Minister Naveen Patnaik on 26th September,
2014. Later on, another outlet has been opened at CRP Square. In these
outlets, freshwater fish like Rohu, Catla, Mrigal, other Minor Carps, marine
fish like Hilsha, Pomfrets, Mackerel, Bhekti (Sea-bass), Khainga (Mullets),
Prawn, Crabs etc. are available at an affordable price.

It has been attempted to establish a direct linkage of the consumers with the
primary fishermen through this initiative. Keeping in view the tremendous
response of the urban consumers, it has been decided to open more such
outlets in various parts of the States. On the request of FISHFED, an Apex
Fisheries Cooperative Organization of the State, the GA Department has
provided 26 numbers of sites to open Modern Fish Selling Chilika Fresh
kiosks on PPP basis. Falcon Marine Exports Ltd. has been selected as the
highest bidder to set up these 26 numbers of kiosks at Bhubaneswar.

FISHFED will get a rent of Rs.61.92 lakhs in the first year which will increase
@ 6% per annum for a period of 15 years. It is worth mentioning that Govt. of
Odisha has adopted a Comprehensive Fisheries Policy, 2015. Besides
emphasizing on increasing production and productivity, it also aims at
providing healthy, hygienic and nutritious fish and fish products at an
affordable price to the consumers. With this initiative, better linkages with the
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Primary Cooperative Societies will be established. This initiative is first of its
kind in the country.
Chilika Fresh is a concept promoted by Fisheries and Animal Resource
Development Department to make fish and its products available to
consumers in the most hygienic condition.
Minister for Agriculture, Fisheries and Animal Resources Minister
Pradeep Maharathy said moved by the tremendous response of urban
consumers to the outlets, it was decided to open more such kiosks in
the Capital and various parts of the State.
In another development, Director of Fisheries also signed a lease
agreement with FMEL on Jagatjore Shrimp Culture Project.
Speaking on the occasion, Maharathy said the Government has
notified the Brackish Water Land Leasing Policy to make available
about 24,000 hectare of land in coastal area for brackish water
aquaculture aiming to change the economy of coastal area.
Jagatjore-Banapada Shrimp Culture Project was executed by the State
Fisheries Department with a loan assistance of ` 25.23 crore from
World Bank in Kendrapara district in 2000. In the project, 405 ponds,
each having 0.5 hectare water area, were allotted to 405 beneficiaries
of lower income group and 76 large ponds, each one hectare area,
were allotted to 11 entrepreneurs. The leases were cancelled after
entrepreneurs and farmers sustained heavy loss.

3.2 Chilika Fresh Online Open

Chief Minister Naveen Patnaik launched the online shopping platform

of FISHFEDwww.chilikafresh.in in an effort to provide its customers a
flexible buying experience.

www.chilikafresh.in provides the residents of Bhubaneswar who cannot

visit the Fishfed Chilika Fresh to place order online and get delivery at
home.

Although the home delivery facility is being provided initially in limited

area, subsequently looking at the response, it will be extended to all
other area under Bhubaneswar Municipal Corporation and other cities of
the state.

Minister Agriculture, Fisheries and ARD Pradeep Kumar Maharathy,

Secretary Fisheries and ARD Bishnupada Sethi, Director Fisheries P K
Mohan and other senior officials were present.

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The FISHFED is an apex body of all Primary Fishermen Cooperative
Societie (PFCS)s in the State, which looks for the socio-economic
interest, as well as welfare of the poor fishermen of the State.

There are 333 PFCSs comprising of 70,000 fishermen and women

members under affiliation with FISHFED.

In order to achieve the objective, the Federation is involved in a variety

of businesses like marketing of fish products, fishery inputs, lease of
fishery sairats in Chilika for the greater interest of the fisheries,
production of fish and fish seed, development of infrastructure for fish
marketing, maintenance and management of fishing harbours, landing
centres and jetties etc.

“CHILIKA FRESH”, a modern hygienic pre-fabricated fish retail selling

kiosk we have created to cater to the need of fish eating population of
Bhubaneswar city, said Mr.Sethi, who is promoting the sale of fresh
Chilika products in the city in an innovative manner.

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Varieties of freshwater, brackish water & marine fish alongwith crab &
lobster are being sold in hygienic condition.

Subsequently fishery products like dry fish, canned fish, fish pickle will
also be sold to the consumers. With the success of Chilika Fresh Kiosk,
more such kiosks will be set up in various potential places of
Bhubaneswar.

After evaluating its success, similar kiosks will be started in other cities
of Odisha like Cuttack, Berhampur, Rourkela and Sambalpur.

The present Kiosk CHILIKA FRESH has been set up with funding
support from State Government and NFDB is being roped in. OUAT has
provided land for the Kiosk.

The Kiosk is being operated by FISHFED and the members of different

Chilika and other freshwater area Co-operatives are being directly
benefited.

Fishes are being directly collected from the fishermen and sold to
consumers to give them better price. Fresh water fish like Rohu, Catla,
Mrigal and other Minor carps and marine fish like Hilsa, Pomfrets,
Mackerel, Bhekti, Khainga, Prawns, Crab etc.are being sold.

Through www.chilikafresh.in we have attempted to provide the city

consumers a facility to get delivery at home incase they are unable to
visit our kiosk due to their busy schedule, said Mr.Sethi.

3.3 Establishment of Modern & Hygienic Kiosks

“CHILIKAFRESH”
In the city of Bhubaneswar for retail sale of fish & fishery products, The
Director of Fisheries, Odisha, Cuttack intends to establish fish selling Kiosks
“CHILIKA FRESH” in the city of Bhubaneswar for retail sale of fish & fishery
products. The program involves co-ordinated efforts for establishment of
modern fish selling Kiosks with Air-conditioning to cater to the fish loving
population of the city. The Fisheries Department shall help in acquiring required
land for setting up of kiosk from General Administration Department in
different locations at Bhubaneswar. The information docket can be obtained
from Co-operative section of the Directorate

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Terms of reference:
1. The Directorate of Fisheries invites Expression of Interest (EOI) from
Individuals / Entrepreneurs / Self Help Groups / Co-operatives/ Public Sector
Enterprise/ Firms/ Companies etc for “Establishment of modern & hygienic fish
selling Kiosks in the City of Bhubaneswar at 26 selected locations with
approximate size (20ft X 20ft) for facilitating fish marketing around the main
urban area in the city of Bhubaneswar. The site at about 26 locations will be
leased out to the successful bidder for a period of fifteen years and it may be
extended for another ten years or more tenure to successful entrepreneurs.

2. It seeks applications preferably from among the reputed players having wide
expertise in organized retailing of perishable commodities like fish and having
understanding of fish business in ac handling equipment, banking services
including settlement of transactions, etc.

3. The developer shall be responsible for creating logistics for fish handling and
providing marketing support through modern, advanced, efficient and state of
the art supply chain management techniques.

4. The state of the art marketing services envisage providing electronic

weighing facility, cold storage facility, sorting, grading, washing and packing
lines, material handling equipment, banking services including settlement of
transactions, etc.

5. By acting as a business partner under the program, the developer shall bear
the cost of preparation of DPR & establish the fish selling kiosk with his own
source of funding or through bank finance.

6. The Director of Fisheries shall as far as possible facilitate sanction of 25/

40% or whatever is the eligible subsidy sanction as per norms of NFDB for
establishing kiosks.(refer to website NFDB website www.nfdb.gov.in)

7. Space will be provided by the GA Deptt. In the city of Bhubaneswar for

setting up of modern and hygienic vending units.

8. Most modern hygienic Kiosks having chilled storage, chilled display cabinet,
cleaning and cutting facility, flooring, water and waste disposal system,
electronic weighting balance, facilities to ready to cook and ready to eat
products and finished fishery products may be installed.

9. The cost of each Kiosk may be around Rs.20.00 lakhs or more as per design.
The model estimate & sketch map is enclosed. However, the size & design of
kiosk can be as per the choice of bidder.

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10.The kiosks will be developed /operated on Build Operated Lease Transfer
(BOLT) mode. Memorandum of Understanding (MOU) shall be signed between
the Managing Director, FISHFED, Bhubaneswar & developers.

11.MD, FISHFED will ensure quality of fish procured and sale in good
condition to consumers at appropriate price.

12.The successful bidder of Kiosk should ensure that fish is procured directly
from fishermen and their cooperative Societies and avoid middle men in the
process of fish procurement. All this efforts should translate into giving better
price to fisherman and sell the fish at a competitive price by excluding middle
men.

13.FISHFED and Fishery Department will help as far as possible the successful
bidder in procuring fish from fishermen and Cooperative Societies directly.

14.The successful bidder may develop cold chain by developing cold storages
for fish appropriate places utilising the available Govt.subsidy. FISHFED and
Fishery Department will help the successful bidder in procuring Govt.land
where ever possible for the purpose.

15.The bidder shall have to deposit the rent for lease of land for kiosk to MD,
FISHFED Bhubaneswar every six month in advance.

16.Rules & regulation of Government as applicable shall be binding on the

developer for installation, operation and maintenance of kiosks.
17.In case of dispute, the matter is subject to the jurisdiction of Courts of
Cuttack only.

18.The Dry Fish/Fish By-products `and any other related products are also
allowed to be sold in KIOSKS.

19. If shifting or demolition of KIOSKS is required on account of expansion

programme of the Govt, the KIOSKS owner shall evacuate the place on notice
at his own cost and efforts will be made to provide alternative land to him
(subject to availability). The cost of relocation thereof shall be exclusively
borne by the KIOSKS owner.

20.The Director of Fisheries, Odisha, Cuttack has reserved the right to

change/alter/relax any condition(s) on case to case basis.

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3.4 IDENTIFICATION OF POTENTIAL RETAIL POINTS
The sites are tentative. Actual selection of locations will be materialized after
joint verification to be conducted by the G.A. Department & Fisheries
Department. Director of Fisheries reserves the right to cancel this invitation and
/ or invite fresh applications with or without amendments to this invitation,
without any liability / obligation for such invitation and without assigning any
reason

3.5 PRODUCT PROFILE

The fish outlets, located at 12 places in the city, will be providing fresh fishes
to the consumers in Bhubaneswar. A joint initiative of State Government and
Falcon Marines, the plan is now to open 100 more “Chilika Fresh” outlets in
Cuttack, Berhampur, Rourkela, Sambalpur, Bhadrak, Jeypore, Baripada and
Bhawanipatna.

“The motive is to give fresh fishes to the consumers at a good price. At the
same time, the fishermen will also be getting a good amount as they are directly
selling it to the market. Our aim will be to deliver fresh and high quality fishes.”
Said Tara Patnaik, CMD, Falcon Marines.

Among the available options, the consumers have

1. Rohi

2. Bhakura

3. Kantala

4. Indian Salmon

5. Pomfret

6. crab

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 7. prawns

8. Catla

9. Mrigal

10.other Minor Carps

11.marine fish like Hilsha

12.Mackerel

13.Bhetki (sea-bass)

14.Khainga (Mullets)

and many more variants to choose from.

‘Ready to eat’ and ‘Ready to cook’ options are

also on the menu.

3.6 ESTIMATE FOR PUF INSULATED SANDWICH PANELLED PRE-

FABRICATED FISH SELLING KIOSK

SL No Items Amount Remarks

1 Procurement & 850000.00

Installation of Pre-
fabricated fish sale kiosk
of ISI specification from
reputed manufacturer
size 23 ft x 20 ft x 10 ft
+3.3 ft verandah with
walls and roofing of puf
insulated sandwich
panels.

2 Foundation, flooring ( 30x 520000.00

35x 350) with drainage
&sewrage

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3 Electrification (Fan- 100000.00
4,Light-8,E-fan-4)

4 Air Conditioner( 2 Tonne ) 98000.00

x2nos

5 Deep freezer (200 Ltr) 90000.00

x2nos

6 Display Table (4 Nos.) 95000.00

7 Weighing Machine 20 kg. 14000.00

/30kg.

8 Ice Box 110 Ltr-4,Dustbin- 28000.00

4, Crates-8
9 Shutter Folding door 108000.00

10 1000 LtrOver head Tank 20000.00

with all structure

11 Table (Counter- 12 ft x6 ft 77000.00

+ Cutter) & Sink
Grand Total :- 20,00,000.00

The detailed estimate has been prepared based on current prevailing market
price of reputed manufacturer and based on current State scheduled rate, 2013
with labour rate.

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3.7 SKETCH MAP OF KIOSK

22
3.8 FISHFED PROFILE

3.8.1 What Is Special About Us ?

FISHFED was Registered under Odisha Cooperative Societies Act 1962

vide Registration. No.1 CTC (Fy)/ 1989-90 Dated 14.08.1989 as an Apex
Body of all Primary Fishermen's Cooperative Societies in the State. The
Federation became functional from 16th September 1991 and is under
the administrative control of Fisheries & A.R.D. Department of
Government of Odisha. Currently there are 382 nos. of PFCSs that are
affiliated to FISHFED with more than 80000 participating Fishermen
members in Inland, Marine and Brackish Water sectors.

3.8.2 Our On Going Activities:-

1. Hygienic Fish Marketing Through Chilika Fresh

2. Facilitation of leasing of Chilika Sairats
3. Maintainance of Jettites, Fishlanding & Fishing Harbour
4. Reactivation traning for PFCS
5. Observation of state level cooperatives function
6. Adoption of Madhya Pradesh type reservoir management in odisha
through Fishfed
7.Fishfed is Entering into Aerator Business Under State Govt.
Subsidised Scheme
8.Fishfed is setting up LPG & Diesel Outlet at Fishing Base
9. Sale of ready to eat fish products on Wheel
10. Establishment of fish Feed Plant
11.Strengthening primary fishermen Co-operative societies of Odisha
through provision of managerial subsidy
12. Capacity building of members of primary fishermen co-operative
societies of Odisha
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 13.Creation of integrated cold chain facility for forward market linkage of
fish
14. Computerization of primary fishermen co-operative societies
15.Provision of basic infrastructure facility to the PFCS

3.8.3 Infrastructure Facililties Of FISHFED

At the time of Registration the Head Office of FISHFED was functioning

in the rented house at Goutam Nagar during the year 1998 next Head
Office was shifted at Matsya Sadan, Cuttack Road, Bhubaneswar. The
FISHFED has created the following infrastructure as mentioned below:-
1. RCC Building with a defunct Ice Plant measuring 10521 Sq.ft. of land
at Balugaon (Own land)
2. RCC Building with a defunct Ice Plant measuring 6000 Sq.ft. of land
at Chandrabhaga (Own land)
3. RCC Building with a defunct Ice Plant measuring 10260 Sq.ft of land
at Berhampur (IDCO land)
4. Land available at Keshpur / Rambha / Kalupada
5. 8 nos. Fish Marketing Kiosk at Laxmisagar & Bargada BMC Market
(RCC Building)
6. Chilika Fresh at Sirpur market, OUAT Campus, CRP Square at
Horticulture Directorate & Sahid Nagar near SDVO Campus
7. Two Nos. of Mahindra Vehicle
8. Chilika Fresh in the name of Hirakud Fresh in Sambalpur Town
9. 12 nos. of Chilika Fresh outlet constructed through PPP mode in
BMC area. Rest 14 nos. are under construction.
10. 4 out of 10 nos of Fish on Wheel vehicle are ready for operation and
the rest are being manufactured and should be available shortly.

24
 Chapter-4 (Data Analysis and Interpretation)
4.1 Variability of nutrients
Seasonal and spatial variations in water quality parameters, such as
nutrients [NH4 +–N, NO 2− –N, NO 3 − –N, PO 4 3− –P, total nitrogen
(TN) and total phosphorus (TP)], Secchi disc depth, salinity, dissolved
oxygen, chlorophyll a, primary productivity and phytoplankton
standing stock, were studied in Chilika Lagoon (from 27 sampling
locations) during 2001–2003 to assess the present ecological status.
The study was undertaken after a major hydrological intervention in
September 2000, which connected the lagoon body and the Bay of
Bengal via a manmade opening (new mouth). Current and old data on
water quality were also compared to establish the changes that had
occurred after the hydrological intervention. Multivariate techniques
and gridding methods were used to investigate the spatial and seasonal
variability of the data and to characterize the trophic evolution of the
basin. Results of principal component analysis (PCA) indicated that the
27 stations can be classified into five groups based on similarities in the
temporal variation of nutrients, chlorophyll a concentration, salinity,
and other physicochemical parameters. The tributaries and the
exchange of lagoon water with the Bay of Bengal most probably
determine the water quality and the dynamics of the ecosystem.
Hydrodynamics of the lagoon, weed coverage, input of urban sewage
through tributaries and agricultural runoff are probably the key factors
controlling the trophic conditions of the lagoon. An increase in salinity
and total phosphorus was noted after the new mouth was opened, while

25
the total suspended sediment load, the water column depth, and
nitrogenous nutrients decreased. The new mouth opening also brought
changes in the phytoplankton species composition.

CHILIKA FRESH SHOP IN SIRIPUR SQUARE,

NEAR OUAT

26
CHILIKA FRESH SHOP IN CRP SQUARE

27
 FIS

CHILIKA FRESH SHOP IN RASULGARH

28
 HFE

FISH ON WHEELPROF

ILE

29
4.2 FISH ON WHEEL CONCEPT

Seafood lovers across the city can now find their gastronomic delights
on wheels! For the first time, a ‘Fish on Wheels’ concept has been
started in the capital, which would offer an interesting variety of fresh
cooked fish and shrimp dishes at reasonable prices.

As part of the project, which has been launched under PPP mode by
FishFed Odisha and Datum Marketing Limited, 10 mini trucks will visit
various locations of the city offering a total of nine varieties of fish items
including fish curry, chops, fish and shrimp pakoda, fish fry, cutlet,
shrimp curry, dish made from dry fish among others. Around Rs. one
crore has been invested for the trucks.

Chief Minister Naveen Patnaik, on Wednesday, inaugurated the ‘Fish on

Wheels’ along with ‘Chilika Fresh’ which has been started under PPP
Mode by the state government with Falcon Marines to provide fresh fish
to the consumers, near Keshari Cinema Hall.

Talking to MCL, T Prasad Rao Dora, Chairman of FishFed said, “Datum

Marketing Limited has been provided with the trucks and they will
prepare the food items in a hygienic way and look after the proper
storage of the items. The trucks are equipped with good storage and
cooking facilities like gas and oven among others. We will make sure
that the food items are prepared in a hygienic way.”

“At present on trial basis, we have launched ten trucks and if we receive
positive response from customers, we will also start this in other cities
and at block level,” he added. The customers can avail the facility from
morning 9 am to 10 pm and enjoy a variety of rohi, bhakur, katala, Indian
salmon, pomfret, prawns and crab dishes in the ‘Ready to eat’ and
‘Ready to cook’ options in the menu.

Similarly, for ‘Chilika Fresh’, in the first phase 12 outlets have been
opened near Keshari Hall, Dumduma, Sailashree Vihar, Mancheswar,
VSS Nagar, Rasulgarh, Kalinga Nagar, Laxmi Sagar, Pokhariput,
Khandagiri and Patia.

The government is planning to open 100 more ‘Chilika Fresh’ outlets in

Cuttack, Berhampur, Rourkela, Sambalpur, Bhadrak, Jeypore, Baripada
and Bhawanipatna, which will be managed by Falcon Marines.

30
Informing about this initiative, Tara Patnaik, CMD of Falcon Marines
said, “Our motive is to provide fresh fish to the consumers at a
reasonable price. Fresh fish from Chilika and Paradip will be sold in
these outlets. The fish will be directly purchased from the fish farmers
which would help them get a good amount as they will be directly selling
it to the market.”

Chief Minister Naveen Patnaik flagged off two specially designed

mobile vans here on Wednesday. Though initially 10 such vans were
rolled out, later more vehicles will be added in the fleet to provide the
facility in all district headquarters and tourist destinations.
The specially-designed mobile vans having the facilities of freezer,
cooking platform, water sink and a foldable service platform with other
essential equipment will serve hot and ready-to-eat fish recipes as per
the demands of customers.
The vendors will procure fish from Fishfed or Chilika Fresh outlet on
daily basis and serve the customers as per the menu displayed on
mobile vans. Dry fish and fisheries by-products will also be available.
Agriculture and Farmers' Empowerment and Fisheries and Animal
Resources Minister Dr Damodar Rout said the vans will be parked at
preferred locations in Bhubaneswar and Cuttack besides some tourist
spots.
While Odisha has a long coastline of 480 km, about 80 per cent people
are fish lovers. Since annual fish catch is nearly six lakh tonne, the
State Government has planned to achieve `20,000 crore export in next
four years.
The Fisheries Department also opened 12 more Chilika Fresh outlets
at Keshari Talkies, Kalinga Nagar, Laxmisagar, Pokhariput,
Khandagiri, Nakagate, Shampur and Patia in the city. In collaboration
with Falcon Marine Exports Limited, Fishfed is contemplating to open
14 more outlets in the city by year end.
Plans are afoot to open 100 more Chilika Fresh outlets in different
towns including Cuttack, Berhampur, Rourkela, Sambalpur, Bhadrak,
Jeypore, Baripada and Bhawanipatna in phases.

The Chief Minister also inaugurated Dr Agarwals Eye Hospital at

Bhawani Mall in Saheed Nagar, 530-bed Girls Hostel and 600-bed
Boys Hostel of College of Engineering and Technology and laid

31
foundation stone of a shelter house to be built at a cost of `2.39 crore
for Haj pilgrims at Pokhariput.
The fisheries and animal resource department on Wednesday threw
open 12 Chilika Fresh outlets and 10 fish-on-wheel trucks in the city.
The new kiosks, meant to sell fishes at reasonable prices, were opened
at Kharavela Nagar, Rasulgarh, Sailashree Vihar, near Sum Hospital,
Dumduma, Lakshmi Sagar, Mancheswar, VSS Nagar, Khandagiri,
Nakagate, Kalinga Nagar, Pokhariput and Patia. Authorities have
planned to open 14 more such outlets in the city by December.
The fish-on-wheel trucks were also launched, wherein fish items - mainly
the cooked ones - will be available at 10 places of the city. These trucks
will move in the city from 9am to 10pm. Although the authorities are yet
to decide on where to station the trucks, sources said it would be the
busy market places.
Chief minister Naveen Patnaik inaugurated the venture from the Chilika
Fresh kiosk at Kharavela Nagar on Wednesday morning. "It is a good
move to open more such outlets in the city. This will not only provide us
fishes at reasonable prices, but also help us get fresh fishes in an
hygienic manner," said Kharavela Nagar resident Anita Mohanty.
The city now has 15 Chilika Fresh outlets. The state government had set
up first such kiosk at Siripur in 2014 followed by two others at Nayapalli
and Saheed Nagar in following years.
The outlets will offer you a range of fishes to buy, including rohi,
bhakura, kantala, Indian salmon, pomfret, crab, prawns and many more.
This time, the department has also added a new "ready to eat" and
"ready to cook" options in the menu.
This will provide an option of either get the raw fish or cooked one from
the outlets.
Chilika Fresh is a joint initiative of the government and Falcon Marines.
There is a plan to open 100 such outlets in the next few years in
Cuttack, Berhampur, Rourkela, Sambalpur, Bhadrak, Jeypore, Baripada
and Bhawanipatna.
"The aim here is to give fresh fishes to consumers at a reasonable price.
Besides, fishermen will also get greater benefit from the outlets since
they will be selling the fishes straight to us at a fixed market price. Our
motive is to deliver fresh and quality fishes to the consumers," said
Falcon chairman-cum-managing director Tara Pattnaik.
32
 Chapter-5 (Summary and Conclusion)

Chilika fresh provides the residents of Bhubaneswar who cannot visit

the Fishfed Chilika Fresh to place order online and get delivery at home.
Although the home delivery facility is being provided initially in limited
area, subsequently looking at the response, it will be extended to all
other area under Bhubaneswar Municipal Corporation and other cities of
the state.

Varieties of freshwater, brackish water & marine fish alongwith crab &
lobster are being sold in hygienic condition.
Subsequently fishery products like dry fish, canned fish, fish pickle will
also be sold to the consumers. With the success of Chilika Fresh Kiosk,
more such kiosks will be set up in various potential places of
Bhubaneswar.

The fish outlets, located at 12 places in the city, will be providing fresh
fishes to the consumers in Bhubaneswar. A joint initiative of State
Government and Falcon Marines, the plan is now to open 100 more
“Chilika Fresh” outlets in Cuttack, Berhampur, Rourkela, Sambalpur,
Bhadrak, Jeypore, Baripada and Bhawanipatna.
“The motive is to give fresh fishes to the consumers at a good price. At
the same time, the fishermen will also be getting a good amount as they
are directly selling it to the market. Our aim will be to deliver fresh and
high quality fishes.” Said Tara Patnaik, CMD, Falcon Marines.

Among the available options, the consumers have Rohi, Bhakura,

Kantala, Indian Salmon, Pomfret, crab, prawns and many more variants
to choose from. ‘Ready to eat’ and ‘Ready to cook’ options are also on
the menu.

33
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