Fish Chain - India's first fairtrade, vertically integrated, technology enabled seafood retail

Bangalore 8th March 2017: Bangalore based startup Fish Chain™, a for-profit, social venture that aims to make seafood, one of nature’s ultimate super foods, accessible and affordable to all has been launched today.

Fishchain™seeks to address the underserved seafood space, with a brand new seafoodshopping experience on a fully integrated supply chain that is built oncommunity, technology and consumer convenience. Founded in Coimbatore a little over a year ago, Fishchain has tested andfine-tuned its offering and is now ready to reimagine seafood as we know it.

Speaking atthe launch, Ray Nathan, CEO and Co-founder of Fishchain™ explained Fishchain’sfocus on community, “At the heart of the Fishchain family are small,independent fishermen from whom we source directly and ethically. We’ve cut outthe middlemen from the industry, allowing us to give fishermen their fair due,and consumers fresher fish faster.” 

Committed toworking with the marginalized community of independent fisher folk, Fish Chainhas not only introduced a first of its kind cashless payment system to ensurethat the fishermen are paid promptly and transparently, but is also plowingback 10% of their annual profits into the general welfare of the community.

Multiplerounds of quality checks ensure that the only the best of the day’s catch makesits way to Fish Chain’s order fulfilment centers, where highly trained FishChain staff cut, clean, weigh and pack a range of seafood into hygienic,odour-free packaging for delivery. Every FishChain™ package comes with aninnovative code QR code, which when scanned, lets consumers trace where andwhen their seafood was caught, showcasing the brand’s commitment to quality& transparency.”

NaveenChander, COO & CO-founder elaborated “We pride ourselves on placing qualityover cost, not only within the Fishchain system, but also with our community offishermen. Our fishermen understand the benefits of the long term relationshipwe’re building and are showing strong interest to adopt better quality controlsystems including handling of fishes, which helps us to ensure the quality ofseafood.” 

Technologyand innovation power Fishchaincat every level, but the two key innovations thatemphasize the brand’s focus on quality are its chatbot led ordering process andits first of its kind van delivery model.

TheFishChain™ chatbot, codeveloped with tech partner PnP Labs, enables consumersto order seafood straight from their smartphones with a few simple texts. Thechatbot is one of the few in the country to be enabled by IBM’s Watson Platformas a result of IBM’s association with FishChain’s technology partner.

Fishchain’sfleet of custom designed, temperature controlled FishVans are the first oftheir kind in India.  Driving up toconsumer’s doorsteps with a display that showcases the day’s catch in arefrigerated, completely hygienic, odour free manner, the Fishvans offerunparalleled consumer convenience.

Envisionedas a for profit enterprise with social development at its heart, the foundersof Fish Chain are committed to ensuring the benefits of seafood are enjoyed,even by those who may not have access to them traditionally.

With thebelief that healthy, happy children are the foundation for a better tomorrow,Fish Chain not only offers a range of kid friendly options for retailconsumers, but is working with orphanages, schools and NGOs to providing thesame health benefits to kids from disadvantaged backgrounds atleast twice aweek. In addition, the brand is working with Amritha University’s “Fish forFood” program to develop ways to help the healthy protein in seafood reachdisadvantaged urban communities.

With thelaunch happening on International Women’s Day, Ray Nathan – CEO and Co-founder,added “Women make up nearly 40% of fisher folk, but are themselves highlymarginalized in what is a male dominated industry. Fish Chain is honoured towork with the MS Swaminathan Research Foundation to find ways to supportfisherwomen package and market their produce, with 100% profits going back tosupport and build the fisherwoman community.” 

About FishChain

Founded as asocial venture, deeply rooted in the fishing communities of the East & Westcoasts of India, Fish Chain™ uses modern technology and infrastructure to bringthe freshest of seafood, straight from the coasts to the doorsteps ofconsumers.

Fish Chain™has made it its mission to reimagine the seafood industry, right from thesource. At the heart of the venture are independent fisher folk, whom we workwith in an honest, transparent manner in line with our fair trade sourcingpolicy. By cutting industry middlemen out, we’ve made it possible to offer bothfair wages to fishermen and fair prices to consumers.

Fish Chain’sfully integrated supply chain infrastructure and stringent quality checks atevery stage - from our sourcing centers to our order fulfilment plants - ensurethat seafood is treated with the care and respect it deserves to maintain peakfreshness. 


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