Fishy
business
If
you believe trading in fish is a stinking affair, think again! Aditi
Gangavkar discovers Pescafresh, the new way to shop for seafood
So,
you are an avid seafood lover, huh? Ok then, close your eyes and think
of the delicious prawn curry, Rawas fry and Surmai tawa fry! You can
already feel your mouth watering, right? Lets rewind your thought chain
a bit to your fish market visit, the mysterious black polythene bag
with stinking water dripping from it, the sharp but unclean knife of
a fishmonger and the most inseparable part of it all - the flies that
have already captured your priced seafood booty. Now, do feel like you
have lost your appetite for the scrumptious dishes you just thought
of? Well, the most obvious reaction to this would be a big ‘yes’.
But thanks to 'Pescafresh', this can now change and you can actually
relish you favourite fish dish without compromising on the hygiene factor.
The thirty-year-old Ace Seafood Bazaar, India's primary organised distribution
company for seafood, has launched 'Pescafresh', a unique concept of
Indian home delivery of 100 per cent fresh seafood. According to Sangram
Sawant, MD, Pescafresh, the non-availability of a variety of seafood
in Mumbai, particularly in hygenic conditions, triggered the inception
of this concept. The groundwork included a market survey to study the
kind of seafood people preferred, wherein it soon became clear that
it was difficult to break the traditional mindset of customers, who
strongly believed that only the kolis could provide them with best seafood.
"But we have been able to overcome this hurdle and this is evident
from our extensive customer base of nearly 3000 in five months, which
includes over 2000 households," Mr Sawant cites. He adds that apart
from several foreign diplomats, food specialists, film celebrities and
socialites, clubs, restaurants and institutions, 20 new...
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