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Kerala Fisheries Department’s Retail Venture ‘MIMI Fish’ to Launch Sales Outlets & Online Delivery of Fish

The Fisheries Department's retail venture will open stores and offer online home delivery services.

Chintu Das
Karimeen Fish
Karimeen Fish

MIMI Fish, Kerala Fisheries Department’s retail venture, plans to open sales shops and launch online home delivery services across the State to supply fresh fish and value-added products. 

Traceability of the product is the USP of this new initiative. The customer will be able to trace all pertinent information about the fish, including where it was caught or harvested, as well as the names and locations of the fishermen involved in the capture or production. MIMI's partner fishing boats are given individual RFID-tagged ice boxes, allowing the consumer to see the date, time, and location of the fish's capture. 

The Kerala State Coastal Area Development Corporation (KSCADC) is implementing the initiative as part of its socioeconomic effort ‘Parivarthanam,' with backing from the Central Institute of Fisheries Technology (ICAR-CIFT). 

Offerings Include 

Fresh fish, dry fish, fish curry, and fish pickles are all available right now. In the near future, more value-added items will be added. Fisheries Minister Saji Cherian will unveil MIMI Fish's website at a ceremony in Kollam soon. 

MIMI Fish will first be introduced in the districts of Kollam, Alappuzha, and Pathanamthitta. It will be phased in to additional districts, according to Roy Nagendran, Parivarthanam's Chief of Operations. 

What does the name mean 

The word ‘MIMI' comes from ‘Meemi,' which is how tiny children pronounce ‘Meen,' which is Malayalam for fish. 

According to them, fish marketed under the MIMI brand will be devoid of adulterating elements and processed, preserved, and stored in accordance with advanced country hygiene requirements. 

Thousands of kilos of stale and infected fish were confiscated and destroyed by the Food Safety Department in raids across the state last year. 

Besides consumers and fishermen, this project will benefit engineering and degree dropouts, who will be offered part-time work delivering MIMI items to their homes and eventually receive coaching to help them become graduates. 

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