The Magh Bihu festival in Assam is very revered, which represents the culmination of the harvest season, celebrated with elaborate feasts, communal bonfires, and cultural events. Among the many delicacies prepared during Magh Bihu, fish holds a special place, particularly during the Uruka feast—a significant event on the eve of the festival. Thus, during festivals, markets across Assam are flooded with the demand for fish, where Guwahati has been at the forefront in consuming the catches.
Considering the seasonal surge in demand, Assam Apex Cooperative Fish Marketing and Processing Federation Limited, popularly known as FISHFED, has upped its game to provide the market with adequate fish supplies. In 2025, FISHFED targeted a supply of 15 quintals of fish in all markets of Guwahati, a tall target, reflecting the increase in demand over the previous years. As of now, the organization has achieved significant progress, with 12 quintals already sold, leaving only a small portion of the stock remaining.
The fish supply is strategically distributed across key areas in Guwahati, including Rupnagar, Ulubari, and Chandmari, ensuring accessibility for residents. FISHFED officials have noted that fish varieties such as Shitol, Rou (Rohu), and Bhokua are in high demand during this period. Larger fish, particularly those weighing more than 2 kilograms, are particularly sought after by locals, reflecting their preference for premium-sized fish during festive occasions.
FISHFED boosts fish supply for Magh Bihu.
FISHFED has also released a structured pricing system to accommodate the varying weights and types of fish. Rohu, for instance, is priced at Rs. 300 for fish weighing 1-1.5 kg, Rs. 350 for 1.5-1.95 kg, Rs. 400 for 2-3 kg, and above Rs. 450 for fish weighing more than 3 kg. Bhokua is sold under a similar pricing structure, while Shitol, a premium variety, is priced at Rs. 600 per kilogram. These rates aim to strike a balance between affordability for consumers and fair compensation for fish producers.
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The robust sales performance so far highlights the success of FISHFED’s distribution strategy and its ability to cater to the heightened demand during Magh Bihu. Compared to last year, this year’s target reflects a growing market for fish in Guwahati during the festive season. Officials believe that the remaining stock will be sold out swiftly, given the sustained demand as the festival approaches its peak.
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