STUDY OF THE FISH MARKET SUPPLY CHAIN AND CONSUMPTION-

HORECA



By


SAURAV PAUL ( 31105)



ORGANISATIONAL TRAINEESHIP SEGMENT

PRM 31


Submitted To:
METRO CASH AND CARRY, BANGALORE


Faculty Guide: Prof. S.R.ASOKAN








JULY, 2011
INSTITUTE OF RURAL MANAGEMENT, ANAND

i

Acknowledgement

Organisational Traineeship Segment with Metro Cash & Carry was an extraordinary learning
experience especially in terms of learning generated with regards to Cash & Carry business
sector. I would like to thank CEO of Metro Cash & Carry - Mr. Rajeev Bakshi for providing the
opportunity and my reporting officer Head Offer Management Mr Murali Parna for support,
guidance and continuous involvement in the project.
I would like to thank all the HORECA sector, fish retailers, wholesalers and distributors of
ludhiana who gave their precious time to help me understand the issues. My gratitude towards
the Ludhiana Metro team which helped me in the project, I would especially like to thank Mr.
Jayant Bhattacharya, Mr Agamjeet, Mr Khem Yadav and Ms Shireen Khan for their continuous
help and in depth involvement. I would also like to thank Dr. S.S Hassan, Asstt. Professor,
College of Fisheries, GADVASU for his support in explaining Ludhiana Fish Market during
initial days of project.
Finally I would like to thank our OTS co-coordinator Prof Hitesh Bhatt and my faculty guide
Prof. S.R.Asokan for their support and guidance which helped and encouraged me in completing
the project in a satisfactory manner.



SAURAV PAUL










ii

EXECUTIVE SUMMARY
Title: Study of the Fish Market Supply chain and consumption- HORECA
Organization: Metro Cash & Carry, Bangalore
Reporting Officer: Mr. Murli Perna, Head Offer Management, North project
Faculty Guide: Prof. S.R.Asokan
Students Name: Saurav Paul
Objective:
1. To map the complete fish supply chain in the Ludhiana city
2. To estimate the demand variety wise in the city.
3. Map the seasonality in terms of demand.
4. Study the price pattern across the year.
5. Identify the HORECA requirements across the varieties
6. Based on the above studies strategy will be formulated for Fish assortment in Metro Cash
and Carry, Punjab stores.

Scope of Study: Complete study of supply chain of fishes in Ludhiana market, which includes
all the stakeholders in the business and their consumption in hotels, restaurants, dhabas, banquets
and resorts of Ludhiana city.

Method: The method used for the study was as follows:
1. Wholesalers, Retailer and Fish Market- In-depth semi structured interviews were done to
understand the procurement, demand and price pattern of all fish varieties.
2. HORECA- Semi-structured interview were done with Managers, Chef, Owner etc regarding
consumption and procurement after stratified sampling of HORECA.
3. Fish farmers- Semi structured interviews were done to know their production and price.

Limitations: It took considerable time and frequent visits to extract sensitive information like
consumption, procurement and price from wholesalers, retailers, fish market and HORECA

Major Findings: There is a distinct market of fish in Ludhiana i.e. Punjabi customer and Non
Punjabi customer, mainly migrants from eastern part of India. Unlike Non Punjabis (about 35 %
of the population) who prefer to eat carps, which are bony fishes, Punjabi people prefer to take
catfishes (e.g. Soul, Malli, Basa and Singhara) which are boneless/less boned fishes. Soul is
popular and about 70% of fish serving HORECA sector use it and the fish requirement depends
upon peak season (September to April) and lean season ( May to August). These catfishes are
riverine fish and mainly come to Ludhiana market from Ghazipur Mandi, Delhi or directly from
WB, Bihar, UP, AP, Maharashtra, and MP etc. The wholesalers cum commission agents bring
catfishes and sell them to retailers, fish market and hotels. Around 76% of fish serving HORECA
sector purchase fish daily basis where as rest engaged in annual contract at a fixed price.

Recommendations: Fish assortment in Metro Punjab Stores, which will cater to the HORECA
segment, Soul, Malli and Basa with approximate demand of 5-8 quintals during peak season will
suffice. The fishes can be brought from Delhi or directly from the production states. Competitive
pricing of Basa will be important to gain the HORECA market. The hotels which involved in
daily purchase will be initial target with a focus to capture greater part of the segment.

iii

TABLE OF CONTENTS

EXECUTIVE SUMMARY ...................................................................................................... ii
CHAPTER 1 .............................................................................................................................. 1
1.1 INTRODUCTION ............................................................................................................. 1
1.2 OBJECTIVES .................................................................................................................... 2
1.3 KEY DELIVERABLE ....................................................................................................... 3
1.3.1 Fish: ..................................................................................................................................3
1.3.2 Physical Flow of Foods ......................................................................................................3
1.3.3 What are the needs of HORECA.........................................................................................3
1.3.4 Middleman .........................................................................................................................3
1.4 SAMPLING ....................................................................................................................... 3
1.4.1 Selection of Products ..........................................................................................................3
1.4.2 Sample Selection ................................................................................................................4
1.4.3 Area Covered .....................................................................................................................4
1.5 METHODOLOGY ............................................................................................................ 5
1.5.1. Wholesalers .......................................................................................................................5
1.5.2. Retailer: .............................................................................................................................5
1.5.3 HORECA ...........................................................................................................................5
1.5.4 Fish Market ........................................................................................................................6
1.5.5 Fish farmers .......................................................................................................................6
CHAPTER 2 .............................................................................................................................. 7
2.1 Current market scenario ................................................................................................... 7
2.2 Market segmentation.......................................................................................................... 7
2.3 Different Varieties of Fishes .............................................................................................. 8
2.3.1 Soul ..................................................................................................................................8
2.3.2 Malli ..................................................................................................................................8
2.3.3 Singhara/Singhala ...............................................................................................................9
2.3.4 Basa: ..................................................................................................................................9
2.3.5 Carps ................................................................................................................................ 10
2.3.6 Prawn ............................................................................................................................... 10
iv

2.3.7 Pamphret .......................................................................................................................... 10
2.4 Current Supply Chain of Fish in Ludhiana ..................................................................... 11
2.4.1 Wholesalers cum Commission Agents .............................................................................. 11
2.4.2 Wholesaler cum retailers .................................................................................................. 15
2.4.3 Retail Shop ....................................................................................................................... 16
2.4.4 Fish Markets ..................................................................................................................... 17
CHAPTER 3 ............................................................................................................................ 19
3.1 HORECA STUDY ............................................................................................................. 19
3.1.1 Supply .............................................................................................................................. 19
3.1.2 Quantity ........................................................................................................................... 19
3.1.3 Price ................................................................................................................................ 19
3.2 Four Stars Hotels............................................................................................................... 20
3.3 Three Star Hotels .............................................................................................................. 20
3.3.1 Supply .............................................................................................................................. 23
3.3.2 Quantity ........................................................................................................................... 23
3.3.3 Price ................................................................................................................................ 24
3.4 Other Hotels ...................................................................................................................... 24
3.4.1 Supplies............................................................................................................................ 26
3.4.2 Quantity ........................................................................................................................... 26
3.4.3 Price ................................................................................................................................ 26
3.5 Restaurant and Dhabas: ................................................................................................... 26
3.6 Banquet and Resorts ......................................................................................................... 27
3.7 HORECA ........................................................................................................................... 27
3.7.1 Fish and Supply ................................................................................................................ 28
3.7.2 Mode of purchase ............................................................................................................. 29
3.7.3 Price ................................................................................................................................ 30
3.8 Demand Estimation ......................................................................................................... 30
CHAPTER 4 ............................................................................................................................ 31
4.1 Recommendation ............................................................................................................. 31
REFERENCE .......................................................................................................................... 32

v

LIST OF TABLES

Table 1.1 Products under fresh food category, Metro Cash & Carry Stores ..................................2
Table 1.2 Sample Surveyed in Ludhiana......................................................................................4
Table 1.3 Different areas surveyed in Ludhiana City ...................................................................4
Table 2.1 Source of Fish to Ludhiana Market ............................................................................ 12
Table 2.2 Wholesale Price variation .......................................................................................... 14
Table 2.3 List of Fish Retailers .................................................................................................. 16
Table 2.4 Rate variation in Sherpur market................................................................................ 17
Table 3.1 List of three star hotels............................................................................................... 20
Table 3.2 List of other hotels ..................................................................................................... 24


LIST OF FIGURES
Figure 2.1 Supply Chain of Fish in Ludhiana ............................................................................ 11
Figure 3.1 Total number of 3 star hotels serving fish ................................................................. 21
Figure 3.2 Seasonality effect in serving fish .............................................................................. 22
Figure 3.3 Purchase Mode among three star hotels .................................................................... 23
Figure 3.4 Seasonality pattern in serving fish ............................................................................ 25
Figure 3.5 Pattern of fish serving ............................................................................................... 25
Figure 3.6 Pattern of fish serving ............................................................................................... 28
Figure 3.7 Seasonality in fish serving ........................................................................................ 28
Figure 3.8 Pattern of supplier in Fish serving ............................................................................ 29
Figure 3.9 Variety wise consumption ........................................................................................ 29
Figure 3.10 Pattern showing mode of purchase of fish ............................................................... 30






vi

LIST OF ANNEXURES

Annexure 1 Survey Questionnaire for HORECA survey .............................................................. i
Annexure 2 Survey questionnaire for Retailer/Wholesaler Survey ............................................. iii
Annexure 3 Wholesale and Retail Price Variation in Ludhiana City .......................................... vi
Annexure 4 List of Hotel, Restaurants and Dhabas surveyed in Ludhiana City ......................... vii
Annexure 5 List of Resort and Banquet Surveyed in Ludhiana ................................................. xi
Annexure 6 Demand Estimation of Resorts and Banquets of Ludhiana City ............................ xiii
Annexure 7 List of Farmers doing Fish farming nearby Ludhiana ............................................. xv
Annexure 8 List of Hotels showing purchase mode & seasonality in fish serving. .................. xvii
Annexure 9 Survey data of Fish consumption in HORECA ....................................................... xx




















vii

LIST OF ABBREVIATIONS


MCC Metro Cash & Carry
HORECA Hotel, Restaurant, Cafe, Caterers
B2B Business To business
GADVASU Guru Angad Dev Veterinary and Animal Sciences University
ATMA Agriculture Technology Management Agency
Mmt Million metric tonnes
Mts Meters
F&B Food & Beverages




1

CHAPTER 1

1.1 INTRODUCTION

Cash and carry is a form of trade in which goods are sold from a wholesale warehouse operated
either on a self-service basis, or on the basis of samples (with the customer selecting from
specimen articles using a manual or computerised ordering system but not serving himself) or a
combination of the two. Customers (retailers, professional users, caterers, tradesmen,
institutional buyers, etc.) settle the invoice on the spot and in cash, and carry the goods away
themselves.- OECD definition.

In this B2B model the organization plays the role of a wholesaler now popularly known as
Modern Wholesaler (MWS). The organization sets up a warehouse which also acts as display
and selling area for them. The customers are provided with facilities similar to that in modern
retail trade- they have to pick and choose product by themselves from the displayed area, then
get it billed and settle the transaction on cash basis. The idea is to form organized wholesaler and
serve the customers with good services in form of one stop availability of products under good
environment along with proper billed products.

METRO's Cash & Carry business model is based on above explained Business to Business
(B2B) concept and focuses on meeting all the needs and requirements of business customers. It is
a modern format of wholesale trading, catering only to business customers. The METRO Cash &
Carry success story began in 1964 with the opening of the first wholesale outlet in Germany.
Today the company is represented in 30 countries with METRO and MAKRO Cash & Carry
stores at 700 locations - and offers its commercial customers up to 50,000 different products
from a single source.

The cash & carry segment in India is a relatively small fraction of modern trade. Modern trade in
India makes up just about 10%-12 % of the $ 350 billion retail trade in India and there are no
benchmark estimates on the potential of cash & carry formats in India
2

METRO Cash & Carry has started operations in India in 2003 with two Distribution Centers in
Bangalore. These Centers offer the benefit of quality products at the best wholesale price to over
150,000 businesses in Bangalore. METRO offers assortment of over 18000 articles across food
and non food at the best wholesale prices to business customers such as Hotels, Restaurants,
Caterers, Food and Non-food Traders, Institutional buyers and professionals. METRO today is
poised to extend its concept of Business to Business (B2B) Wholesale to other cities in the
country. In the newest addition Metro Cash & Carry store is going to open at Ludhiana, Punjab
in September. This project was to help the Fresh food department which offers wide varieties of
products with special focus on quality, traceability and availability. Fresh food group is
responsible for mainly providing perishable products in the store. Metro is making them
available to HORECA sector of Ludhiana with all the items which constitutes their monthly
purchase basket. This project was directed towards helping in formulating the Fish assortment in
the store Metro Cash & Carry.
Table 1.1 Products under fresh food category, Metro Cash & Carry Stores
S.No Products Description
1 Fruit and vegetables Local and exotic varieties in different pack sizes.
2 Fish Varieties of fish and other seafood, delivered
daily from fresh distribution centre.
3 Dairy, frozen and bakery Delicatessen cheese, yoghurt and additional milk
products.
4 Meat Meat and poultry in strictly temperature
controlled environment.

1.2 OBJECTIVES
The objectives of the project were
1. To map the complete fish supply chain in the Ludhiana city
2. To estimate the demand variety wise in the city.
3. To map the seasonality in terms of demand.
4. To study the price pattern across the year.
5. To identify the HORECA requirements across the varieties
6. Based on the above formulate Fish assortment for Metro Cash & Carry, Punjab stores.
3

1.3 KEY DELIVERABLE
The key deliverables of the projects are

1.3.1 Fish:
1. What are the different types of fishes which come to Ludhiana Market?
2. What is the seasonality pattern of their availability?
3. Pricing pattern round the year?
4. From where they come to the market.
5. Local Fishes (pond fishes) and outside Fishes.
1.3.2 Physical Flow of Foods (Supply chain of Fish)
1. From producer to the end customer (HORECA)
1.3.3 What are the needs of HORECA
1. Individually for each segment of HORECA
2. Seasonality requirement (variation in quantity)
3. Daily requirement/monthly requirement variety wise
4. From where they get it?
5. Procurement Price variation?
1.3.4 Middleman
1. Who are they, their contacts and revenue sharing mechanism?

1.4 SAMPLING

The study was carried out between 31.05.2011 and 20.07.2011 in the city of Ludhiana, Punjab.

1.4.1 Selection of Products
Fish & their different varieties which are consumed in the HORECA segment of Ludhiana. The
different varieties of fishes were recognized by the preliminary research of HORECA segment,
wholesalers, commission agents, retailers and customers. The varieties were also identified by
the secondary input from College of fisheries, GADVASU and ATMA. The varieties of fish
studied were preferred by people as well as HORECA segment.

4

1.4.2 Sample Selection
The sampling methods which was used for the study was Stratified random sampling. For
sampling first the city was divided into different areas which have the hotels, restaurants and
dhabas. Then the hotels were surveyed and interviewed with the help of questionnaire (annexure:
1 & 2). Ludhiana city has around 160 hotels and restaurant which were classified on the basis of
stars accredition by the government. For wholesaler, retailers shop owners selected based on
convenience.

Table 1.2 Sample Surveyed in Ludhiana











1.4.3 Area Covered
Table 1.3 Different areas surveyed in Ludhiana City
Ferozepur Road Model Gram
Station Road Model Town
Sharaba Nagar Dugri Road
Green Field Keasarganj
Pakhowal Road Chaura Bazar
Ghumar Mandi Fieldganj
Bus stand Sherpur
Link Road Mall road

Sector Number of surveys
Hotels 34
Restaurants 11
Dhabas 11
Banquets/Resorts 21
Wholesaler cum commission agent 4
Retailers 11
Fish market 3
5

1.5 METHODOLOGY

The study involved detailed interaction with the different stakeholders in the fish business of the
Ludhiana. Since the main focus was on the HORECA segment so the extensive study of the
segment was done apart from that all the wholesalers and commission agents were interviewed
with a semi structured questionnaire. Similarly interviews of retailers as well as sellers at the
Fish markets were done and the information and data were collected.

1.5.1. Wholesalers
Semi structured interview with the help of checklist was done with each of the wholesaler (total
6 of them) and a detailed information regarding the fish assortment was done. The interview was
intended toward understanding the whole business, customer preferences, hotel preferences,
seasonality and price pattern. The interview was also taken to know the supply chain of the
arrival of each and every type of fish to the market of Ludhiana and to the end customer such as
households, retailers or HORECA segment.

1.5.2. Retailer:
Individual unstructured interviews were carried out with each of the 10 retailers in different parts
of Ludhiana which also represents different types of the household from lower income group to
the higher income group. The interviews were done to get the information regarding their fish
assortment, daily /monthly sales, price and its variation. Local preference and operating cycle
were also found out from the interview.

1.5.3 HORECA
One to one unstructured interview were done with Manager, Chef, Owner or any other concerned
person to obtain the data regarding their daily/monthly requirements of different varieties of
fishes, their preference, procurement method, mode of purchase and affect of season in terms of
consumption of fish and in turn their sales.



6

1.5.4 Fish Market
All major fish markets were visited and the unstructured interviews were done with the daily
sellers and the information regarding the varieties of fish which they deal with, its price
fluctuation, margin, demand and supply were obtained.

1.5.5 Fish farmers:
Individual fish farmers were contacted and informally interviewed. Information regarding their
pond size, varieties of fish and the price at which they sales their produce to the agents were
collected


7

CHAPTER 2

2.1 Current market scenario
Ludhiana is an industrial city and municipality has a population of around 14 lakh. Being an
industrial hub it attracts migrants from many parts of the country and workers constitutes around
35% of the population. The food habit reveals that the people prefer non vegetarian items and
thus fish is also consumed in considerable quantity. The consumption varies with the seasonality
as during the summer season it falls and in winters it surges.

2.2 Market segmentation
The diversity in the population reflects in the preference of type of fish which is consumed. The
market segmentation on the basis preferences shows two distinct sections
1. Punjabi population: This section of customer prefers to consume catfishes which are
boneless and easy to cook and eat. The per capita income of Punjab is high so they afford
these fishes where the bones are removed manually, which adds to the cost and generally
fishes sells at Rs 300-400 kg which quiet high compared to rest of the country excepting
few varieties. They prefer mainly three fishes as mentioned above Soul, Malli and
Singhara. Malli is highest consumed in the household and soul in the HORECA segment.

2. Migrants: They are mainly from eastern part of India and they prefer the bony fishes like
carps and Magurs. Reason could be the per capita income is less so they consume a carps
which are sold around Rs 60-100/Kg. The total population of this segment is around 4-5
lakh but it includes vegetarians also.

There are two different markets which actually cater to the need of the city. One wholesale
market at Newmarket opposite railway station and the second Sherpur market which caters to
preference of Migrants. In Newmarket, the commission agents cum wholesalers were having
their shop and in sherpur market small retailers as well as wholesalers, who deals with carps,
pankhas and mangur. In Sherpur market nearby farmers bring the fishes and auction them. This
market also sends carps to the Delhis Ghazipur Mandi.

8


2.3 Different Varieties of Fishes

2.3.1 Soul
Soul (also known as Dowlah in Punjab) is the largest selling fish variety in Ludhiana and, mostly
preferred by the HORECA. There are hotels which only serves soul. Its preference is because of
its taste, ability to hold in tandoor and less boned. As the flesh is bit tough so it remains stuck to
the rod of tandoor unlike Malli and Singhara which donot hold. It is sold after deboning and
deskinning. The rate varies from Rs 450-500/kg. The rate is also directly proportional to the size
of fish. Soul is a riverine catfish (i.e. they grow in freshwater rivers, channels, ponds, lakes,
paddy fields but prefers stagnant muddy water, swamp and grassy tanks) and mainly comes to
the Ludhiana market from Delhi or directly from Howrah. Its main sources are Bangladesh,
Assam and Orissa and from there it comes to Howrah. There are two varieties of Soul which
come to the Ludhiana market.
Channa marulius (common name: Giant Snakehead):
The distinguishing characteristic for identification is body elongated and sub cylindrical
anteriorly. Both the dorsal and the anal fins are free from the caudal fins, which is rounded.
Greyish green on dorsal side and pale yellow below.45 black blotches located along the lateral
line and there is black spot with orange boundary at the base of caudal fin. It is sold after
deskinning and the colour of flesh is white.
Channa striatus (common name: Striped or Banded Snakehead):
The only minor difference between Channa marulius & Channa striatus is in abdomen where
there is a Grey or black transverse bands in the side.
The rate of soul varies from 400-450 at wholesale rate and the rate depends on the size of the fish
the bigger the fish higher the price. The average size of the soul is around 4-5 kgs.

2.3.2 Malli (Walliago attu common name: Boal)
It is also a catfish which mainly comes to the Ludhiana market from Bihar, M.P, and Andhra
Pradesh. This is the largest selling fish to the Punjabi household as being less-boned and the rate
is less than that of soul. It is good for preparing curries and fried cuisines. It is a very soft and
fatty fish so does not hold in tandoor and fall thus it is not preferred in HORECA sector. The
9

distinguishing features of this fish are body elongated and compressed, head large depressed and
spatulate. Mouth is subterminal, wide and bounded with toothed jaws. Two pairs of barbel are
present. Anal fin long and not unite with the caudal fin. Caudal fin deeply forked with longer
upper lobe. Scales are absent. Colour silver gray along the back and becoming lighter below. A
faint orange yellow band along lateral line is often present. Anal and caudal fins are somewhat
dusky. It is found in the fresh water rivers, channels, ponds, lakes, reservoir of Bihar, UP, MP,
AP. It can grow upto 2 mts and weighs as much as 40 kg but in Ludhiana market the standard
size is 60-80 cm and average weight is around 3-4 kg.

2.3.3 Singhara/Singhala- (Aorchthys aor common name Long Whiskered Catfish and Aorchthys
seenghala common name Giant river catfish, tengara) :
Singhara, also a catfish, is used for preparing curries and not holds in the tandoor because of soft
flesh. The rates are Rs 120-150 which is comparatively less than Soul and Malli and preferred by
lower income Punjabi customer. It is very less used in the HORECA segment. The characteristic
features of the fish are body graceful, elongated and compressed snout broad and rounded;
mouth is sub terminal, barbells 4 pairs. Colour in life dark bluish, gradually fading to whitish on
flank and belly, a small black spot is often present in the basal bone of dorsal fin. This is a
common giant catfish in northern region with significant fishery value and generally liked in
Punjab and Uttar Pradesh. It is caught from river Ganga and Krishna river system as well. In
Punjab is also reared in pond by few farmers.

2.3.4 Basa: (Pangasius bocourti, Common name Basa,tra)
Basa comes from a huge family of catfish that grows in Vietnam, Thailand, China and
Cambodia. Vietnam is the dominant player by far and, according to the World Wildlife Fund
(WWF), is the source of 99.9 percent of Pangasius (also known as tra and basa catfish) exports.
And the volume of exports has expanded 50-fold over the past decade. Basa has conquered
Europe and it has been accepted in the USA. Most of the Basa sold in the global markets is
farmed. Basa has low oxygen demands and breeds very quickly, making it perfect for being
farmed. Over the past two decades, the Vietnamese have perfected the manufacturing processes
that keep the fish fresh. Once they are filleted, they are immediately freeze dried and packaged
such that they remain fresh even after they are transported miles away. And to top it all, they do
10

it very economically. The main character of Basa is that it doesnt smell which puts it in a sweet
spot. Indian sea fish such as Mackerel or King Fish are less bony than fresh water varieties, but
are smellier. Fresh water fish such as carps smell less than sea fish but have many bones. The
premium grade of Basa imported into India, is unblemished white. The rate varies from Rs 250-
300 which make it competitive against Soul.
The farming of Basa has also started in India but it is in nascent stage but another variety of
Pangasius commonly known as Pankhas, can be found in the Ludhiana market, which is brought
from the Ghazipur mandi or directly from Andhra Pradesh. The rate vary from Rs 60-120.

2.3.5 Carps (Catla Rohu, Mrigal, Golden carp, Silver carp, Grass carp)
This is a very common fish which is reared by the fish farmers in India. It is most preferred by
the migrants from the eastern part of India. This is a bony fish and thus not preferred by the local
Punjabis and also not popular among the HORECA segment of Ludhiana. This fish with a large
protruding lower jaw. It is commonly found in rivers and freshwater lakes. The seeds of this fish
come from west Bengal and the local farmers near Ludhiana rear them and bring to the Ludhiana
market. The main market of this fish is Sherpur Market, Fieldganj Market and Nahar kinare
Market ( Pakhowal road). The rates varies between Rs 60 to 90/Kg.

2.3.6 Prawn
Prawns are sold by the retailers as well as Easyday Store( Bharti walmart) and Hypermart
(Raheja group). Generally canned prawns are sold under the brand name of Sumeru etc. An IFB
prawn product which is packed and ready to cook is also kept in Easyday store. Generally
HORECA has occasional demand for these product and the high end hotels always keep them
frozen as they are in their menu.

2.3.7 Pamphret
It is a seafish and has preferred on occasions such as the marriages and in hotels. They are
generally brought frozen on order by retailers and wholesalers from the Ghazipur mandi.

11

2.4 Current Supply Chain of Fish in Ludhiana
The supply chain includes all links from the point of production (point of catch or farm site in the
case of aquaculture) to the end-user or final consumer.


Figure 2.1 Supply Chain of Fish in Ludhiana

2.4.1 Wholesalers cum Commission Agents
There are 4 commission agents in Newmarket, just opposite to the Railway station; they deal
with all type of fish which come to the market of Ludhiana. The commission agent gets supply of
fishes from Delhi and from other parts of the country by railway or trucks. They order on daily
basis according to the market demand and if there is some specific demand then they adust it
accordingly. Following are the places from where the fish comes to the wholesalers of Ludhiana.

Producer outside
Ludhiana
Commission
Agents
Wholesaler
cum retailer
Fish Farmer near by
Ludhiana
Fish Markets
Retailer
HORECA
12

Table 2.1 Source of Fish to Ludhiana Market
State Source Type of Fishes Mode of
Transport
Delhi Ghazipur mandi( biggest
market in north india)
Soul,Malli,Singhara,Pankh
as,Pamphret,Basa
Road
Madhya
Pradesh
Khandwa, Indore , Bhopal Malli Railway
Bihar Patna,Dharbhanga,Lakhisarai,
Khagaria,Muzzafarpur
Malli,Rohu,Catla,Magur Railway
Uttar
Pradesh
Jhansi,Agra,Lucknow,Itawa,Fa
izabad,Kanpur
Magur,Soul, Malli Railway
West Bengal Howrah,Haldia Soul,Hilsa,Prawns, Railway
Andhra
Pradesh
Vishakhapatanam,Hyderabad Pankhas,Singhara,Rohu,
Catla
Railway
Maharashtra Nagpur, Nader, Bombay Sea Fish Railway
Himachal
Pradesh
Talwara Dam Rohu,Catla,Mrigal, Golden
Carp, Silver& Grass Carp
Road
Punjab Ludhiana,Ferozpur,Moga,Patia
la,Jalandhar
Rohu, Catla, Mrigal,
Golden Carp, Silver Carp,
Grass carp.
Road
Orissa Bhubneshwar,Cuttuck Soul, Malli Railway

This is only an indicative list as the wholesalers get fishes and have their contacts in most of the
places, which has direct railway link with Ludhiana.
The fish consumption during summer season falls drastically and surges during the winters.
Specifically the demand starts picking up from September and it remains till April and then it
falls from May to August. The reason being during summers the temperature is generally more
than 40
o
C in Ludhiana so people less prefer to consume fishes but as the environment
temperature goes down the demand starts picking up and most of the hotels start serving fishes in
their menus. So during summers the trading of outside fishes (e.g. Soul, Malli and Singhara) are
13

very less but the local fishes like Rohu, Catla, Mrigal and Carps comes to the Sherpur, Fieldganj
and Nahar Kinare market.
The commission agents of Ludhiana mainly deal with the catfishes (e.g. Soul, Malli, and
Singhara) which are more preferred among the Punjabi households as well as the hotels and
restaurants. The rates of fish were already decided by supplier and after the sales in Ludhiana the
money is transferred to the suppliers outside after keeping the commission of 7% of total sales.
Every day in the morning fishes are delivered by train or lorries. The fishes were packed in the
thermocol ice-boxes which were weighed and then the fishes are ready for deboning and
deskinning. Since the fishes reaches to them after 2-5 days so there is every chance of spoilage.
In that case loss was borne by the trader. Therefore first of all the intestine materials are removed
from all fishes. Then fishes are ready for deboning which is done with the help of machine or
manually with knife. A single cut from the ventral side is done which passes parallel through the
body on the both side of only bone present in the fish. In case of Soul, the outer skin is also
removed but for Malli and Singhara only the bone is removed and they are ready for sale.
Since fish is perishable item and within 5-10 days it can be spoiled so this business has very
short cycle. Commission agents prefer only three modes of payment from the customers
1. Contract
a. Annual Contract:
There were few hotels which have regular demand of fish and serve round the year in
their menu in addition to the parties and marriages. They had direct contract with
commission agents and were involve in a annual contract at a fixed price, which remains
unaffected from the market fluctuation of the rate of fish. The orders by HORECA were
placed in advance and the fishes were delivered at their place by the agents and
transportation cost was borne by the commission agents. The rates were fixed in
September or April and payment were done in March.

b. Weekly/Monthly Contract:
In this case fluctuation in the price of fish revises the contract rates. This type of contract
was seen with the restaurants which operate during the peak season only i.e. September to
April.

14

2. Credit Period:
Mostly petty seller at Fieldganj and Nahar Kinare market takes a credit period of 3 to 5 days
where the retailers pay the money after selling their fishes.

3. Cash Payment:
This was the third and most common mode of payment which was done mostly by the chicken
corners, dhabas, and household customer where they get fresh fish on cash payment.
The price of the fish was very fluctuating and determined by the suppliers outside the Ludhiana.
The price at which the fishes were sold by the wholesalers to the retailers or HORECA in
Ludhiana are given as follows

Table 2.2 Wholesale Price variation
Variety of Fish Whole Sale Rate Variation(Rs/kg)
Malli(Boneless) 200-250
Soul(Boneless) 400-450
Singhara(Boneless) 120-150
Neelam(Boneless) 120-150
Basa 250
Pankhas 70-100
Rohu 60-100
Catla 60-100
Mrigal 60-80
Golden Carp 60-100
Silver carp 60-100
Grass Carp 60-80
Pamphret 250-300 (150gm fish size)
Prawn 300-350 (If 16-18 pieces in 1 kg),200-250 ( If
25 pieces in 1 kg)
Sui 120-130
Hilsa 150-200
15

Tuna black 50-60
Ella,Matti 40-50
Magur 60-90

The commission agents sells the fishes in the local market at a rate decided by trader or
sometime they also negotiate the rates and then they keep 7% of the trade as commission. Soul is
sold at Rs 400-450 boneless whereas a new fish from Vietnam has started to gain popularity in
the hotels is Basa whose flesh is as white as soul has the rate almost half i.e. Rs 250/Kg. Few
years ago the rate of soul went upto Rs 500 to Rs 600 during the peak season but last year due to
Basa the rate of soul does not go beyond 450 at wholesale price.

The interview of the commission agents revealed that all the four agents deals individually and
have their own supplier. The overall daily sales during the lean season vary between 2 to 4
quintals for each agent. So in total 1-1.5 tonnes of fish are sold during the lean season daily
where as the sales varies average between 8-10 tonnes daily during the peak seasons. But this
demand increase upto 15 tonnes during marriages in the city and peak season for it is December,
January and February. The quantity which goes to the HORECA varies between 2-3 tonnes daily
during the peak season.

2.4.2 Wholesaler cum retailers
There were two more players A-One Chicken and Punjab Broiler both at Kochhar Market,
wholesaler as well as retailers of fish. They were mainly wholesaler of chicken but they also kept
fish. As they were supplier of chicken to the HORECA so they also cater fish. They were the one
who introduced Basa fish. They also deal with the Cat Fishes and for supplies they rely mainly
on the Ghazipur Mandi, Delhi but sometime they also purchase from the local commission
agents. The daily sales varies from 40-50 kg and if there was order for marriages then it varies
from 20-80 kg in addition to daily sales to retail customer and HORECA. The rates were almost
the same as given above only Basa was sold at Rs 200-300/kg which is available round the year



16

2.4.3 Retail Shop
The interview with the retailer revealed that they get the fish from new market commission
agents and sometime directly from the Ghazipur Mandi, New Delhi. The majority of the
customer prefers to take Soul, Malli, Singhara Rohu and Catla. They also keep canned prawns
but the demand was less for sea foods. The main brands of prawns were Sumeru and Big Sam.
They also sold Basa in the last season and looking forward to it this season also. From new
market they get Soul, Malli, Singhara and from the Sherpur Market, Catla and Rohu whereas
Basa was supplied by A-one and Punjab Broiler.
In Ludhiana City there was no exclusive fish retail shop. All the retailers mainly deals in chicken
and also keeps fish during the peak season and on demand during the lean period
Table 2.3 List of Fish Retailers
Sl,No Name Address Type
1 Ajay Chicken Sharmaji Road, Model gram Retailers
2 Veer Chicken Dugri Road Retailers
3 Friends Chicken Dugri Road Retailers
4 A one Chicken Kocchar Market Retailers
5 Palli chicken Retailers
6 Farm Fresh Malhar Road Retailers
7 Bullaki Ghuman Mandi Retailers
8 Punjab Broiler Kocchar Market Retailers
9 Big n food Sharaba Nagar Retailers
10 Hypercity MBD Mall, Ferozepur Road Retailers
11 Easyday Govardhan Complex, Railway
station, Model Gram
Retailers

They also supply fishes to the hotels restaurants and the dhabas. The shops are generally located
in the residential area markets and their area varies from 400-800 sq feet.The retailer brings
fishes at wholesale rate and on interview it was found that on an average all the retailer has a
margin of Rs 40-50/kg in Soul and Rs 30-40/kg in Malli after bearing all the expenses of
transportation and labour. Similarly for Basa the margin is around Rs 30-50/Kg.In peak season
daily sales vary from 40-50 kg/day during weekdays to the household customer and HORECA
17

which can move up to 70-80 kg/day during weekends. The rate as well as the quantity sold
during the weekend goes up. The volume of sale falls drastically during the lean season i.e. from
May to August. Retailer does business on cash payment where as they enter into contract with
the HORECA

2.4.4 Fish Markets
1. Sherpur Fish Market
Sherpur fish market is the largest fish market in Ludhiana City which caters mainly to the local
non Punjabis. It is situated in the Focal point, which is the industrial hub of Ludhiana city, thus
this area has the largest migrant population. The fish market operates round the year. There were
around 20-22 small retailers during lean season (May to august) and it goes upto 30 during peak
season in winters. All the retailers are migrants of Gorakhpur dist. of UP.
Migrants prefer to eat Carps (e.g Rohu, Catla, Mrigal, Golden, Silver and Common carp) The
mandi gets supply from Ghazipur, Newdelhi, U.P, and Bihar and also from the local farmers of
Ludhiana and surrounding places. A list of farmers with their pond size and rate at which they
sell is given in annexure- 7.
The fishes were brought by agents, who procure them at the farm gate and also some farmers
directly come to the market and sell it to the retailers. There was no fixed agent who operates
here. Generally farmers catch their fishes in morning and bring them to the Mandi by 11 AM as
soon as he reaches market fishes are open for auction or liaison with the farmers help retailer to
get the fresh fish. The fishes are brought live in tankers. Each shop had small space which was
filled with water for keeping these fishes.Following are the rate variation in selling price in this
market:
Table 2.4 Rate variation in Sherpur market
Pankhas 70-100
Rohu 60-100
Catla 60-100
Mrigal 60-80
Golden Carp 60-100
Silver carp 60-100
18

Grass Carp 60-80
Magur 60-90

The retailers keeps Rs 10-20/kg margin. Each retailer sells around 8-10kg daily during the lean
season and 40-100kg during the peak season. The total quantity sold during the winter varies
between 6-10 quintals during weekdays and 20 quintals during Sundays.

2 Fieldganj Fish Market:
This is the second largest fish market in after Sherpur fish market; unlike Sherpur it mainly
caters to the retailers as well as the Punjabi Customers therefore they keep catfishes. There are 8-
10 shops which are permanent to temporary in nature. The location of this market was very
unhygienic and situated adjacent to the railway line. They get the supply from the commission
agents and also from the Sherpur market. They also cater to the HORECA, daily customers and
sells around 500-800kg/day during the peak season whereas the sales increase during Sundays.

3. Nahar Kinare (Pakhowal Road) Fish Market
This is a small fish market and present in the vegetable market in Pakhowal road. It has few
temporary shops which bring catfishes as well as carps. Generally fishes are sold during evening.
It caters to a small population mainly the daily purchasers household or dhabas












19

CHAPTER 3
3.1 HORECA STUDY
The HORECA segment is divided into Hotels Restaurants Dhabas and Resorts. The caterers are
generally the hotels who also do the catering business. In this study around 56 hotels are covered
and 21 banquet halls.
There is only one five star hotel which is Hotel Majestic Park Plaza and situated in Ferozepur
Road.

3.1.1 Supply
The interview of Manager F&B revealed that the hotel has a requirement of fish round the year
and they maintain a stock in their deep freezers. They were engaged in an annual contract with
the supplier after a formal procedure of inviting quotation and then selecting supplier. They do
not reveal the supplier. The annual contract was done at a fixed price which was not affected by
the market price fluctuation. Hotel put the order a day or two before the requirement and the
vendors delivered dressed fishes at hotel.

3.1.2 Quantity
The quantity of fish required varies with the season as during lean season (i.e. summer) it varies
between 2 5 kg and during peak season from 5-25 kg. They have 3 hall and very regular in
organising parties. During the peak season (i.e. December till February) they are booked average
20 days a month thus the requirement goes up to 40-60 kg daily during marriage. Soul was the
only variety which they serve but they also have prawns in their menu. They also used Basa last
year in banquets. Soul constitutes around 70-80% of the total fish consumption in the hotel and
rest by prawns and carps.

3.1.3 Price
As they were in annual contract and they price of the Soul varies from 400-450. The prawn is
canned one and rates are prevailing market rate.

20

3.2 Four Stars Hotels

The next category is 4 star accredited hotels in Ludhaina. The information was collected by semi
structured interviews of manager F& B, purchase manager. The hotels are KEYS & Fortune
Klassik. The KEYS is located at the outskirts of the city in the southern bypass and Fortune
Klassik in the link road near the bus stand. Both the hotels operate in almost same fashion when
it comes to Fish business.
The main varieties of fish which they serve were Soul and exotic prawns. They have an
annual contract with their suppliers. Bullaki was the supplier for Keys where as Fortune
classic does not reveal. The price at which they engage in contract with vendors is Rs
400-420/kg
Both the hotel serves fish throughout the year and has the facility of deep freezers and
can maintain the stock for 5 to 10 days. They are strict with the quality and check all the
consignment with the help of expert.
Fortune Klassik has a banquet hall which remains booked for around 15 days during a
month in peak season of marriage i.e. from December to February. Generally they use
Soul and Malli as per the demand of the customer the volume of fish varies from 15-40
kg per marriage with a capacity of 200- 400 members.

3.3 Three Star Hotels
During HORECA interview 10 three star hotels were covered. The respondents were managers,
purchase manager and the staff at the counter.

Table 3.1 List of three star hotels
Name Address Supplier
Hotel A
Feroze Gandhi
Market,Ludhiana, A-one chicken.
Hotel Mahal Ferozepur Road, Ludhiana NA
Batra palace Pvt
Limited Ferozepur Road NA
21

Hotel Friends Regency
Pvt. Ltd. Ferozepur Road Bullaki
The Taksonz Opp. Railway station New market
Hotel Nagpal Regency Ferozepur Road
Best price, Punjab poultry,
Bullaki
Grand Marian Dugri Road
Friends Chicken,Veer
Chicken
Hotel Chevron
International Link road Locally Jagraopul
Hotel Saheba
Chowk bharat Nagar,
Ferozepur Road NA
Hotel Gulmohar Ferozepur Road New Market

The study revealed that around 70% of the hotels serve fish in their menu and 10% of hotel does
not have a restaurant and just provides lodging facilities whereas 20 % of the not revealed
anything regarding their hotel business.


Figure 3.1 Total number of 3 star hotels serving fish
No
Restarant
10%
Not
revealed
20%
Served
70%
Total
22


Figure 2.2 Seasonality effect in serving fish

Out of the total hotels studied which serves the fish 57% of the 3 star hotels serve fish only
during the peak season (September to April) where as 43% of the hotels serve round the year.
The main reason of serving round the year depends upon the hotel type (i.e. having banquets
conference hall) and popularity where all section of people comes to the hotel during the
summers and since fish is in their menu so they have to maintain stock in deep freezers. Since
they are also involved in partying so sometime during the summers also they get the order for
serving fish in marriages and parties.

Sep to
April
57%
Whole
Year
43%
Total
23


3.3.1 Supply
The list of supplier is given in above table no 3.1. Generally they place their order with the
vendors in advance and the fishes are supplied to their door step.

Figure 3.3 Purchase Mode among three star hotels

It was found that around 54% of the three star hotels undergo annual contract at a fixed price and
23% of the hotels purchase daily from the Newmarket commission agents and retailers of
Ludhiana and rest of 23% hotels does not reveal about their contract or they do not have
restaurant. The main fishes which they require are Soul, Malli and Singhara. But soul is the
predominant among the hotels, it constitutes around 70% of total fish required and rest 30% is
fulfilled by the Malli and Singhara.

3.3.2 Quantity
The quantity varies with the season as during the lean period average 3.5kg/day and during the
winters it varies between 3.5-8.5 kg/day. Since in this category some hotels like Maharaja,
Friends, Batra, Nagpal Regency has banquets so the demand can go upto 20 -40 kg if parties are
organized.



Annual
Contract
46%
Annual
contract in
september at
fixed price
8%
Daily
Purchase at
prevailing
rate
23%
NA
23%
Total
24

3.3.3 Price
The price of the fish fluctuates during the peak season. The rate of soul varies in range of Rs
450-500 for the daily purchaser where as in annual contract the rate remains between Rs 400-
450.Similarly the rate of Malli varies from Rs 250-300 and the rate of Singhara between Rs 120-
170.

3.4 Other Hotels
For the study around 15 non-veg hotels were surveyed and with the help of unstructured
interview the supply and the consumption is understand.

Table 3.2 List of other hotels
Hotel Lark Opp. Rekhi Cinema New market , opp. Railway station
Hotel India Chowk Rekhi Cinema NA
Hotel Dhawan Adjoining railway station NA
Hotel Diamond Opp Bus stand NA
Hotel Malwa Opp Bus Stand NA
Hotel Mehfil Kochar Market NA
Hotel Surya Ferozepur Road NA
Wallia's Bus Stand NA
Hotel Munjal Link Road Jagrao pool
Hotel Oasis Link Road Jagrao pool
Hotel City Heart Near Clock Tower New Market
Samrat hotel Civil lines New Market
Country Inn Suites Feroz gahndi market New Market
Hotel Nanda Bhadaur House Market New Market
Hotel Neelgiri Link Road New Market

In total 15 two star hotels were covered and they were classified as others because they were
not recognised with any star accredition. The study of these hotels revealed (fig 5) that 47% of
25

the two star hotels serve fish and rest 53% does not serve. Out of these (fig 6) 13% hotels does
not serve fish in their menu where as 20% of the hotels does not have restaurant and they only
provide lodging facility where 20% of these hotels have actually outsource their kitchen to the
contractor and the contractors look after the requirement of the food in the hotel. On further
talking to them they revealed that they have a basic menu and contractor looks after to that and
they do not serve fish.



Figure 3.4 Seasonality pattern in serving fish


Figure 3.5 Pattern of fish serving

Out of 15 hotels surveyed all of them serve fish during the peak season but do not operate in the
summers.
Not
Served
53%
Sep to
April
47%
Seasonality
Contracto
r
20%
No
Restauran
t
20%
Not
Served
13%
Served
47%
Serving
26

3.4.1 Supplies
Almost all the hotels buy the fishes daily as per their requirement at the prevailing rates. They
purchase it from the new market and retailers as well. If they have any special requirement then
they order accordingly to the wholesalers at new market. Thus they do not undergo any contract.
They also shift their shop as per the benefit they receive. They mainly deal with Soul, Malli and
Singhara. These are common to most of the two hotels.

3.4.2 Quantity
As they generally go for daily purchase the quantity required is less. It varies between 2-4 kg/day
during the peak season.

3.4.3 Price
The rate varies as it is mentioned already there is no special rate offered to them as they are the
daily buyer but since they are hotels thus Rs 10-20 less than the prevailing retail rate.

3.5 Restaurant and Dhabas:
The Restaurants and Dhabas are the main consumer of fish in Ludhiana. The restaurant visiting
culture was very high in the city and Punjabi people like to have fish with liquor. Thus the
dhabas attracts huge number of customer during evening time. Few dhabas like Baba chicken
and Aman chicken in the green field area has daily consumption as high as 40 kg. As the
tandoori fish was popular and for that dhabas prefer Soul. Around 55% restaurants and dhabas
get their supply from wholesaler and rest from retailers. Generally retailers are preferred because
of proximity. These retailers are not only those who are having outlets but also from the
Fieldganj fish market.

The fish which was used by the restaurant and dhabas were Soul, Malli and Singhara. Soul was
used in the Baba chicken which was the highest daily consumer of fish but being a cheaper than
soul and Malli, Singhara is used in many of small dhabas for preparing curries and fish fry. Malli
is also used because of cheaper than soul and also preferred by the Punjabi peoples in curries. So
in Dhabas Malli and Singhara was most preferred.
27

The Quantity of fish required varies with the popularity of the restaurant. It was found that on an
average 2-4 kg of fish was required daily. But there are dhabas like Baba Chicken which sale
upto 20-25kg daily during the season. The restaurant and dhabas purchase around 89% daily
which shows that price, quality and availability was the main issue and given a better value for
money they can easily be shifted and can become customers.

3.6 Banquet and Resorts

Ludhiana has a high trend of marriages in banquet hall and resorts. So there are around 60 resorts
in the city. The peak season for marriages is from December to February. The banquets of the
popular hotels remain full due to party, marriages, birthdays etc. The consumption fish in this
season also increases. On survey we found that the main varieties which were served remain
Soul but wholesalers of new market cater most of the demand.
During interview of concerned person average monthly booking was obtained and then demand
for fish is obtained. Generally around 20-30 kg of fish was required for 250-300 people.

3.7 HORECA
The survey shows that around 80% of the HORECA sector serves fish in their menu. So it
reflects the liking of Punjabis towards fishes but since the main season for the consumption was
winters therefore per capita consumption was less in Punjab. The data clearly show that around
31% of the HORECA sector only serves round the year and most of the chunk i.e 69% serves
during the winter. The main reason being people less prefer fishes during the summers. In winter
generally average non vegetarian consumption in total goes up.

28


Figure 3.6 Pattern of fish serving

Figure 3.7 Seasonality in fish serving



3.7.1 Fish and Supply
The most common fishes are Soul and Malli. The study shows that 70% of the of the HORECA
sector serve Soul in their hotels while 20 % Malli and rest Basa and Singhara.

No
Restaurant
8%
Not Served
12%
Served
80%
Hotels serving fish
Sep to
April
69%
Whole
Year
31%
Hotel Seasonality
29


Figure 3.8 Pattern of supplier in Fish serving

Figure 3.9 Variety wise consumption

The supply of these fishes are from commission agents of new market who are the main player
of the market and captures around 58% of the market on the basis of number of HORECA
customer whereas 24 % of the HORECA get the fishes from the fish markets of Fieldganj and
sometimes Sherpur market, rest get their supplies from Retail outlets which are dispersed around
the city.
3.7.2 Mode of purchase
Around 76 % of the sector goes for a daily purchase and only 24% of the HORECA that too few
high end hotels goes for a yearly contract. The contract is at a fixed price and price does not
change with the fluctuations in the market. These hotels only give the order to the vendors and
they deliver the product at door step of the hotel even in some case bears the transportation cost.

18%
24%
58%
Supplier
Retailer
Fish Market
Commission
Agents
Soul
70%
Basa
5%
Malli
20%
Singhara
5%
Variety wise fish
consumption
30


Figure 3.10 Pattern showing mode of purchase of fish

3.7.3 Price
The price of fish is highly fluctuating in this market and is driven by the traders at Ghazipur or
outside the Ludhiana. The price fluctuation is in the range of Rs 30-50/kg which changes with
each consignment. Thus HORECA sector goes for daily prevailing price. Thus price is one of the
key factors to tame the market. If price is set competitively then the market can easily be
captured.

3.8 Demand Estimation

Total demand of Fish in lean season in sample data (56 nos)
( Detail in Annexure
10- 55kg
Total number of hotels, restaurant and dhabas in Ludhiana
(Source: Hotel Association of Ludhiana)
175
Approximate Demand in lean season( Assumption: 3 times the
sample demand)
50- 150 kg
Total demand of Fish in Peak season varies from in sample data. 115- 427
Approximate demand in peak season ( Assumption: 3 times the
sample demand)
1.5 tonnes.
Banquet and Resort( Detail in Annexure 6) 180 kg
Total daily Demand in peak season 500kg-1.7 tonnes

Contract
24%
Daily
Purchase
76%
Mode of Purchase of Fish
31

CHAPTER 4
4.1 Recommendation

Punjab markets have preference predominantly for Catfish and some carps which caters
to two different segment of the people i.e. Punjabis and Non Punjabis. But the HORECA
sector which has more than 200 units has shown a good consumption of around 2 tons per
day. The preferred varieties of the fish are catfishes especially Soul, Malli and Basa. Soul
is the most preferred variety and 70% of the HORECA is serving. So it is preferred to
keep Soul and Malli in the store.
Basa is one variety which has started to gain the market and still the distribution is in the
hand of 2-3 players. The market is nasent so venturing into it and gaining the share would
be a good proposition. Along with competitive pricing and some promotion of Basa to
the hotels will help ingetting foothold in the market. Basa is preferred because of price
and its inherent quality to take up taste with that of the recipe.
The fish market of the Ludhiana consume around 15-20 tons per day out of which around
2 tons goes to the HORECA sectors. So it would be preferred to know the preference of
the hotels and then decide the stock. As it is a perishable product and it will not remain
fresh for long time.
As the store will open in September, which will coincides with the peak season of the fish
in the city. To start with a quantity of 2-5 quintals/day and then gradually increasing the
volume with the demand would be advisable.
The catfish are required to be deboned and deskinning. This aspect has to be looked upon
as the wholesaler dressed the fish and then send to the hotels etc. An in-house facility of
deboning and deskinning is advisable. Basa is generally dressed and ready to cook fish so
this aspect is taken care of.
Fish is highly perishable product and freshness is most important aspect chilling
condition is needed to maintain at the store.
As initially HORECA is the main target but there is a potential in retailers also there are
around 15 20 retailers who sales from 20 80 kg per day to households during the peak
season so it would be better if they are also targeted gradually.
32

Consumption of fish also varies in the weekdays and remains high during the extreme
winters the HORECA sector prefers to serve during the dinner. But the household
consumption increase during the Sundays and the requirement goes up by 1.5 to 2 times.




REFERENCE

Ayyappan, S. & A. Gopalakrishnan (2008). Resilience in Fisheries and Sustainability of
Aquaculture. pp 1-9, In: Souvenir, 8th Indian Fisheries Forum (IFF) at Kolkata during 22
26 November, 2008, Kolkata, India. 115p.
Source : ftp://ftp.fao.org/docrep/fao/007/ae462e/ae462e00.pdf accessed on 15 june 2011
Source : www.fao.org/docrep/007/ae462e/ae462e00.htm accessed on 17 june 2011
Source : http://www.forbes.com/global/2011/0411/life-vietnam-yogesh-grover-
aquaculture-empire-fish-basa.html accessed on 25 june 2011
Source : http://nfdb.ap.nic.in/ accessed on 26 june 2011
Source : http://www.nmfs.noaa.gov/ accessed on 28 june 2011
Source : http://www.metro.co.in/ accessed on 5 july 2011
Source : http://www.metro-cc.com/ accessed on 6 july 2011
CII and Yes Bank, Rural Retail The Next Phase in Retailing, June, 2011 Report.

i


Annexure 1 Survey Questionnaire for HORECA survey

Veg / Non Veg

Q1. Do you serve Fish in your restaurant/hotel/cafe?
Yes / No
Q2.What are the varieties of Fish you serve in your cuisines?

Q3.What is the average daily requirement of Fish?

Q4.Do you serve fish round the year or seasonal? If seasonal then which months?

Q5.What customers prefer in respect to fish variety?

Q6. Where do you get Fish?

Retailer/Whole seller (Specify name)

Q7.What is mode of purchase?

Annual Contact/Monthly Contract/Weekly Contract/Daily Purchase
Other ( please specify)




Name
Category
Location
Respondent
Type

ii

Q8 Demand Estimation:
Demand of ..
Place of Purchase


Name of
retailer/wholeseller


Type of contract


Months of selling


Lean Period

Peak Period
SESONALITY
Sl.No

Type of Fish

Lean Period Peak Period
Quantity ( Kg /day) Rate (Rs /Kg) Quantity
(Kg/day)
Rate(Rs/Kg)
1
2
3
4
5
6
7
8
9



iii

Annexure 2 Survey questionnaire for Retailer/Wholesaler Survey

Exclusive Fish shop/ Meat Shop also keeps Fish

Q1.What are the varieties of Fish you deals with?

Q2.What is the average daily requirement of Fish?

Q3.Do you sell fish round the year or seasonal? If seasonal then which months?

Q4.What customers prefer in respect to fish variety?

Q6. Where do you get Fish?
Local/outside (Specify name)
Q7.What is mode of purchase?
Annual Contact/Monthly Contract/Weekly Contract/Daily Purchase
Others (please specify)
Q8. How do you get fish from procurement site? Mode of transport.








Name
Category
Location
Respondent
Type

iv

Q9 Demand Estimation:
Demand of ..
Place of Purchase


Name of retailer/wholesaler


Type of contract


Months of selling


Lean Period

Peak Period
SESONALITY
Sl.No

Type of Fish

Lean Period Peak Period
Quantity ( Kg /day) Rate (Rs /Kg) Quantity
(Kg/day)
Rate(Rs/Kg)
1
2
3
4
5
6
7
8
9



v

Sl.No Variety of Fish Location( if possible with
contacts)
Mode of transport
1
2
3
4
5
6
7
8
9



vi

Annexure 3 Wholesale and Retail Price Variation in Ludhiana City
Sl.No Variety of Fish Whole Sale Rate
Variation(Rs/kg)
Retail Price
1 Malli(Boneless) 200-250 250-300
2 Soul(Boneless) 400-450 450-500
3 Singhara(Boneless) 120-150 150-170
4 Neelam(Boneless) 120-150 150-170
5 Basa 250-300
6 Pankhas 60-80 70-100
7 Rohu 40-70 60-100
8 Catla 40-70 60-100
9 Mrigal 40-50 60-80
10 Golden Carp 40-60 60-100
11 Silver carp 40-50 60-100
12 Grass Carp 40-50 60-80
13 Pamphret 250-300 (150gm fish size)
14 Prawn 300-350 (If 16-18 pieces in 1
kg),200-250 ( If 25 pieces in 1
kg)

15 Sui 120-130
16 Hilsa 150-200
17 Tuna black 50-60
18 Ella,Matti 40-50
19 Magur 60-90







vii

Annexure 4 List of Hotel, Restaurants and Dhabas surveyed in Ludhiana City
Sl.No. Name Location Category Respondent Contact No
1 Hotel A Feroze Gandhi
Market,Ludhiana,
3-Star Mr Prithivi 9779900915
2 Hotel Mahal Ferozepur Road,
Ludhiana
3-Star 0161-2454222
3 Red Carpet 20 green field,
Ludhiana
Restaurant Dharmvir 988437702
4 Batra palace
Pvt Limited
Ferozepur Road 3-Star Mandeep 0161-2404872
5 KEYS Southern Bye pass,
Ludhiana
4-Star Randeep 9501100748
6 Hotel Friends
Regency Pvt.
Ltd.
Ferozepur Road 3-Star 0161-2771111
7 3k Chicken Near Verka Milk
Plant,Ferozepur Road
Dhaba Pandey 0161-5040000
8 Colonels cabin Green field,Pakhowal
road
Restaurant 0161-2453902
9 Baba Chicken Green field,Pakhowal
road
Dhaba Staff in
counter

10 Baba Chicken(
Big Store)
Green field,Pakhowal
road
Dhaba 9888966000
11 Aman Chicken Green field,Pakhowal
road
Dhaba
12 Amar Chicken Model Gram
Extension
Dhaba 9815360377,,
9463744066
13 Green Bar &
restaurant
Opp. Railway station Restaurant
viii

14 Hotel Lark Opp. Rekhi Cinema 2-Star Parvesh 9988547555
15 Hotel India Chowk Rekhi
Cinema
2-Star 0161-2742466
16 The Taksonz Opp. Railway station 3-Star 0161-2731851
17 Sagar Ratna Opp. Railway station Restaurant Rajesh Jain 9463805282
18 Hotel Dhawan Adjoining railway
station
2-Star 0161-2741730
19 Park Plaza Ferozepur Road 5-Star Rohit Rajpal 9915711808
20 Hotel Nagpal
Regency
Ferozepur Road 3-Star Rakesh
Sharma
9217525940
21 Grand Marian Dugri Road 3-Star Suraj 9814654998
22 Hotel Diamond Opp Bus stand 2-Star R N Pandey 9478291860
23 Fortune Park
Klassik
Link Road 4-Star Amit Bakshi 9216088017
24 Hotel Chevron
International
Link road 3-Star 9814803732,
0161-2425514
25 Hotel Malwa Opp Bus Stand 2-Star 0161-2774704
26 Chawlas Opp Atam Park,
Dugri road
Dhaba 0161-5051552
27 Hotel Mehfil Kochar Market 2-Star 9878519929
28 Hotel Saheba Chowk bharat Nagar,
Ferozepur Road
3-Star 0161-2772034
29 Hotel Surya Ferozepur Road 2-Star 0161-3202169,
9316308801
30 Wallia's Bus Stand 2-Star
31 Hotel Munjal Link Road 2-Star
32 Pearl Palace Link Road 2-Star
33 Sakti Palace Link Road 2-Star
ix

34 Hotel Oasis Link Road 2-Star
35 Hotel Neelgiri Link Road 2-Star
36 Chef Corner Station Road Dhaba
37 Hotel
Gulmohar
Ferozepur Road 3-Star Mr Rajaji 1612771700,
9814055999
38 Basant
restaurant
Restaurant
39 Hotel de romeo Ferozepur
Road,Ludhiana

40 Hotel Maharaja Ferozepur
Road,Ludhiana
4-Star
41 Pradhanz
Drinking Place
Ferozepur
Road,Ludhiana
Restaurant
42 Drinking Place Ferozepur
Road,Ludhiana
Restaurant
43 Hot Millions
Restaurant
Ferozepur
Road,Ludhiana
Restaurant
44 Chawlas,
Ferozepur
Road
Ferozepur
Road,Ludhiana
Dhaba
45 The Yellow
Chilli
SCF 32, Sharaba
nagar
Restaurant 9855523333,
7837033777
46 Knight Caf Chaura bazaar Restaurant 0161-2750369
47 Daman
Chicken Dhaba
Near Samrala Chowk Dhaba 9815130011
48 Maharaja
Chicken Dhaba
Pakowal Road Pulli,
Opp. Sharaba Nagar
Dhaba 8427105252
49 Karnail
Chicken Centre
Samrala Road Dhaba 9814236730
50 Hong Kong Ii Bhadaur House, Restaurant 0161-2742712
x

Sarabha Nagar
51 City Heart
Sarovar Portico
Near Clock Tower 3-Star 0161 4377 000
52 Hotel City
Heart
Near Clock Tower 3-Star 0161 2740240
53 Samrat hotel Civil lines 2-Star 0161
2448416,2444274
54 Country Inn
Suites
FerozGandhi market 2-Star Prithvi
Rathore
9779900915
55 Hotel Nanda Bhadaur House
Market
2-Star 0161 2742618
56 Hotel Oasis Gyan Singh Parwal
Road
2-Star 0161 2403586


















xi

Annexure 5 List of Resort and Banquet Surveyed in Ludhiana
Resorts and Banquets
S
No.
Name Location Contact
number
1 Park Plaza Ferozepur Road Rohit Rajpal 9915711808
2 Fortune Park Klassik Link Road Amit Bakshi 9216088017
3 Hotel Maharaja Ferozepur
Road,Ludhiana
Ashok sharma 9878464937
4 Hotel A Feroze Gandhi
Market,Ludhiana,
Mr Prithivi 9779900915
5 Hotel Mahal Ferozepur Road,
Ludhiana
0161-2454222
6 Batra palace Pvt
Limited
Ferozepur Road Mandeep 0161-2404872
7 Hotel Friends
Regency Pvt. Ltd.
Ferozepur Road 0161-2771111
8 Hotel Nagpal
Regency
Ferozepur Road Rakesh Sharma 9217525940
9 Grand Marian Dugri Road Suraj 9814654998
10 Hotel Gulmohar Ferozepur Road Mr Rajaji
(9814055999), mr
sood 9814500124
1612771700
11 Kingsville Resorts Bhanour Ferozpur
Road
9814096619
12 Food factory Chandigarh road Ashish Mehta 9814111742
13 Crytal resorts Pakhowal road 9872967204
14 Sterding Resorts Gill road 9814077774
15 Basant Resorts Malhar road, Saraba
Nagar
0161 5010600
16 Amar resorts Ludiana Bypass 0161 2505524
xii

17 Silver Oak Resorts Village Daod,
Pakhowal Road
0161 2807705
18 Mohini Resorts Chandigarh road 0161 2605491
19 Spring Field resorts Ferozpur road 9814048672
20 Gillz garden Gill road 0161 2814092
21 Annapurna Banquets
and Cafetaria
9316915870
22 La Embessy Ferozepur Road
23 Nagpal Resort Pakhowal Road






















xiii

Annexure 6 Demand Estimation of Resorts and Banquets of Ludhiana City
Resorts and Banquets
S
No.
Name Location No of
Halls(
A)
Days of
Bookin
g/Mont
h(B)
Total
numbers
of
booking
(A*B)=C
During
season(3
months)
(C*3 )
1 Park Plaza Ferozepur Road 3 20 60 180
2 Fortune Park Klassik Link Road 2 15 30 90
3 Hotel Maharaja Ferozepur
Road,Ludhiana
2 18 36 108
4 Hotel A Feroze Gandhi
Market,Ludhian
a,
1 12 12 36
5 Hotel Mahal Ferozepur
Road, Ludhiana
1 8 8 24
6 Batra palace Pvt
Limited
Ferozepur Road 1 7 7 21
7 Hotel Friends Regency
Pvt. Ltd.
Ferozepur Road 2 15 30 90
8 Hotel Nagpal Regency Ferozepur Road 1 12 12 36
9 Grand Marian Dugri Road 1 13 13 39
10 Hotel Gulmohar Ferozepur Road 1 10 10 30
11 Kingsville Resorts Bhanour
Ferozpur Road
1 10 10 30
12 Food factory Chandigarh
road
1 10 10 30
13 Crytal resorts Pakhowal road 1 10 10 30
14 Sterding Resorts Gill road 1 10 10 30
15 Basant Resorts Malhar road, 2 10 20 60
xiv

Saraba Nagar
16 Amar resorts Ludiana Bypass 1 8 8 24
17 Silver Oak Resorts Village Daod,
Pakhowal Road
1 8 8 24
18 Mohini Resorts Chandigarh
road
1 8 8 24
19 Spring Field resorts Ferozpur road 1 8 8 24
20 Gillz garden Gill road 1 8 8 24
21 Annapurna Banquets
and Cafetaria
1 8 8 24
22 La Embessy Ferozepur Road 1 8 8 24
23 Nagpal Resort Pakhowal Road 1 8 8 24
Total Number Booking 1026
Assumption 1: 40% of banquets will have fish (numbers) 410.4
Assumption 2: Avg. 20 kg of fish in each marriages with 200-300 members(in
Kg)
8208
Fish required per day 91.2
Total Resorts/banquets are approx. 70 in numbers so roughly twice the surveyed
data (in Kg)
182.4
Approximation 180 kg

* Season means peak season of marriages December January and February which coincides with
fish consumption seasons.







xv



Annexure 7 List of Farmers doing Fish farming nearby Ludhiana
Sl.
No
Name of
Farmer
Address Phone No Size
of
Pond
(in
acres
)
Selling
Price
at farm
gate(Rs
/kg)
Fish
Species
Grown
Remarks
1 Rajvinder
Pal Singh
Village
mandiani via
Mullanapur,
Dt ludhiana
9988339592,
01612805538
60 60 Catla,
Rohu,Mrig
al,Golden
carp,Silver
carp,Grass
carp
Sells at
Sherpur market
himself
2 Jasvir
Singh
Village
Karodian, Dt.
Ludhiana
9417047147,
01628-
275212,
9814977549
8 60-70 do Productivity-
20-25
quintals/acre/yr
, Sells at
farmgate to
Middleman
3 Kuldeep
Singh
S/o
Nachhatar
singh,
Rampura
Phul, Sithu
Fish farm,
Mehraj,
Bhatinda
9463936920 6 50-60 do Sells at
Sherpur market
himself
4 Balbinder
Singh
Vill Talwara
P.O
pratapsingh
bara
8054581688 0.5 50-60 do
5 Avatar
Singh
Badshahpur,
Maridabad,Si
yalkot,Dt
jalandhar
9988735813 3 40 do Productivity-
25-30
quintals/acre/yr
, Sells to
retailers at
Sherpur
Market
6 Balihar
Singh
Biharsahab,te
hsil Patra,
9417764764 3 40-50 do
xvi

Patiyala
7 Gurbhajan
singh
Jaffarwal,
Moga
9888158741 2 45-50 do
8 Mandeep
Singh
S/o Sardul
Singh,Badsh
ahpur,Murid
wal
2 40 do
9 Sukhwinde
r Singh
Vill Kotli, Dt
Ludhiana
1 60-65 do
10 Vishwadee
p Jhakhar
Panch Kausi,
Teh
Abhor,Firozp
ur
9876075001 1 45-50 do
11 Pargat
Singh
Arhetu,Patial
a Samna,
Sadhranpur
9814607587 0.5 45-50 do
12 Kulwant
Singh Dilla
Vill Landha
Doraha
01612675199 20 50-60 do Sells at
farmgate to
Middleman(M
ukesh, Ganesh,
Rambilas, Hari
and they sell it
to sherpur
market)
13 Jagroop
Singh
Vill. Landha
Doraha
01628258041 15 40-50 do


xvii

Annexure 8 List of Hotels showing purchase mode & seasonality in fish serving.
Sl.No Hotel name Category Service Sesonality Contract
1 Park Plaza 5-Star Served Whole Year Annual Contract
2 Fortune Park Klassik 4-Star Served Whole Year Annual Contract
3 Hotel Maharaja 4-Star Served Whole Year Annual contract in
September at fixed price
4 Hotel A 3-Star Served Whole Year Annual Contract
5 Hotel Mahal 3-Star Served Sep to April NA
6 Batra palace Pvt
Limited
3-Star Served Sep to April NA
7 Hotel Friends
Regency Pvt. Ltd.
3-Star Served Whole Year Annual Contract
8 The Taksonz 3-Star Served Sep to April Annual Contract
9 Hotel Nagpal
Regency
3-Star Served Whole Year Annual Contract
10 Grand Marian 3-Star Served Sep to April Daily Purchase at
prevailing rate
11 Hotel Chevron
International
3-Star Served Sep to April Daily Purchase at
prevailing rate
12 Hotel Saheba 3-Star No
Restaurant
NA NA
13 Hotel Gulmohar 3-Star Served Sep to April Daily Purchase at
prevailing rate
14 Hotel Lark 2-Star Served Sep to April Daily Purchase at
prevailing rate
15 Hotel India 2-Star Not
Served
NA NA
16 Hotel Dhawan 2-Star Not
Served
NA NA
xviii

17 Hotel Diamond 2-Star Not
Served
NA NA
18 Hotel Malwa 2-Star Not
Served
NA NA
19 Hotel Mehfil 2-Star No
Restaurant
NA NA
20 Hotel Surya 2-Star No
Restaurant
NA NA
21 Wallia's 2-Star Not
Served
NA NA
22 Hotel Munjal 2-Star Served Sep to April Daily Purchase at
prevailing rate
23 Hotel Oasis 2-Star Served Sep to April Daily Purchase at
prevailing rate
24 Hotel City Heart 2-Star Served Sep to April Annual Contract
25 Samrat hotel 2-Star No
Restaurant
NA NA
26 Country Inn Suites 2-Star Served Sep to April Daily Purchase at
prevailing rate
27 Hotel Nanda 2-Star Served Sep to April Daily Purchase at
prevailing rate
28 Hotel Neelgiri 2-Star Served Sep to April Daily Purchase at
prevailing rate
29 Red Carpet Restaurant Served Whole Year Daily Purchase at
prevailing rate
30 Colonels cabin Restaurant Served Sep to April Daily Purchase at
prevailing rate
31 Green Bar &
restaurant
Restaurant Served Sep to April Daily Purchase at
prevailing rate
32 Sagar Ratna Restaurant Not NA NA
xix

Served
33 Basant restaurant Restaurant Served Sep to April Annual Contract
34 Pradhanz Drinking
Place
Restaurant Served Sep to April Daily Purchase at
prevailing rate
35 Drinking Place Restaurant Served Sep to April Daily Purchase at
Prevailing rates
36 The Yellow Chilli Restaurant Served Sep to April Daily Purchase at
prevailing rate
37 Knight Caf Restaurant Served Sep to April Daily Purchase at
prevailing rate
38 Hong Kong Ii Restaurant Served Sep to April Daily Purchase at
prevailing rate
39 3k Chicken Dhaba Served Sep to April Daily Purchase at
prevailing rate
40 Baba Chicken Dhaba Served Whole Year Daily Purchase at
prevailing rate
41 Baba Chicken( Big
Store)
Dhaba Served Whole Year Monthly contract with
Fluctuating price
42 Aman Chicken Dhaba Served Sep to April Daily Purchase at
prevailing rate
43 Amar Chicken Dhaba Served Whole Year Daily Purchase at
prevailing rate
44 Chawlas Dhaba Served Whole Year Daily Purchase at
prevailing rate
45 Chef Corner Dhaba Served Sep to April Daily Purchase at
prevailing rate
46 Chawlas, Ferozepur
Road
Dhaba Served Sep to April NA
47 Daman Chicken
Dhaba
Dhaba Served Sep to April Daily Purchase at
prevailing rate
xx

48 Maharaja Chicken
Dhaba
Dhaba Served Sep to April Daily Purchase at
prevailing rate
49 Karnail Chicken
Centre
Dhaba Served Sep to April Daily Purchase at
prevailing rate





















xx

Annexure 9 Survey data of Fish consumption in HORECA
Sl.N
o.
Name Variety of
Fish
Fish
served/Not
served
Season
ality
Variet
y of
Fishes
Lean Period Peak Period
Quantity (in
Kg /day)
Rate (Rs
/Kg)
Quantity
(in Kg
/day)
Rate (Rs
/Kg)
Min Max Min Max Min Max Min Max
1 Hotel A Soul,Malli Served Whole Soul 0 2 420 500 5 10 400 500
Malli 200 250 200 300
120 170
2 Hotel Mahal Not
revealed
NA
3 Red Carpet Soul,Malli,Si
nghara
Served Whole Soul 0 1 120 150 1 15 420 500
Malli 150 300
Singh
ara
100 150
4 Batra palace Pvt
Limited
NA NA
5 KEYS Soul Served Whole Soul 0 1 500 600 2 20 400 500
6 Hotel Friends
Regency Pvt. Ltd.
Soul,Malli Served Whole Soul 0 6 500 600 400 500
xxi

Malli 0 2 150 300 1 15 150 300
7 3k Chicken Soul,Malli,Si
nghara
Served Sep to
April
Soul 2 10 430
Malli 250
Singh
ara
120
8 Colonels cabin Soul,Malli Served Sep to
April
Soul 2 5 400 500
Malli 200 300
9 Baba Chicken Soul,Malli,Si
nghara
Soul 1 2 2 20 400 500
Malli 200 300 200 300
Served Sep to
April
Singh
ara
100 150
10 Baba Chicken( Big
Store)
Soul,Malli,Si
nghara
Served Whole
Year
Soul 2 500 600 5 40 400 500
Singh
ara
1 150 200 120 150
11 Aman Chicken Soul,Singhara Served Sep to
April
Soul 0 0 0 0 2 15 350 500
xxii

Singh
ara
2 15 150 300
12 Amar Chicken Malli Served Whole Malli 0 1 200 300 3 10 200 300
13 Green Bar &
restaurant
Soul Served Sep to
April
Soul 0 0 0 0 1 5 400 525
14 Hotel Lark Soul Served Sep to
April
Soul 0 0 0 0 1 2 400 500
15 Hotel India NA Contractor NA 0 0 0 0
16 The Taksonz Soul Served Sep to
April
Soul 0 0 0 0 2 10 400 500
17 Sagar Ratna NA Not
Served
NA NA NA NA NA NA NA NA NA NA
18 Hotel Dhawan NA Contractor NA
19 Park Plaza Soul Served Whole Soul 0 5 450 500 2 25 400 500
20 Hotel Nagpal
Regency
Basa,Soul Served Whole Basa 0 5 250 300 5 20 200 250
Soul 0 2 400 500 2 10 400 500
21 Grand Marian Soul,Malli Served Whole Soul 0 4 5 10 400 450
Sep-
April
Malli 200 250
xxiii

22 Hotel Diamond Contractor NA
23 Fortune Park Klassik Basa,Soul Served Whole Basa 0 4 250 300 2 5 250 300
Soul 0 3 350 500 1 3 400 450
24 Hotel Chevron
International
Soul Served Sep to
April
Soul 2 4 400 500
25 Hotel Malwa NA Not
Served
NA
26 Chawlas Soul Served Whole Soul 0 1 400 500 2 10 400 450
27 Hotel Mehfil NA No
Restaurant
NA
28 Hotel Saheba NA No
Restaurant
NA
29 Hotel Surya NA No
Restaurant
NA
30 Wallia's NA Not
Served
NA
31 Hotel Munjal Soul Served Sep to
April
Soul 1 6 430
32 Pearl Palace Soul,Malli Served Sep to
April
Soul 2 5 400 450
Malli 1 4 200 250
xxiv

33 Sakti Palace Soul,Malli Served Sep to
April
Soul 2 5 400 450
Malli 1 4 200 250
34 Hotel Oasis Soul Served Sep to
April
Soul 2 4 400 450
35 Hotel Neelgiri Soul Served Sep to
April
Soul 3 6 420 480
36 Chef Corner Soul,Malli Served Sep-
April
Soul 3 10 420 450
Malli 200 250
37 Hotel Gulmohar Soul Served Sep-
April
Soul 2 5 400 450
38 Basant restaurant Soul,Malli,Ba
sa
Served Sep-
April
Soul NA NA NA NA 440 500
Malli NA NA NA NA 200 250
Basa NA NA NA NA 5 10 250 300
39 Hotel de romeo Soul Served Sep-
April
Soul
40 Hotel Maharaja Soul,Malli,Ba
sa
Served Whole Soul 5 15 450 500 5 25 400 500
Malli 250 300 200 300
xxv

41 Pradhanz Drinking
Place
Soul,Malli Served Sep-
April
Soul 2 5 450 470
Malli
42 Drinking Place Served Sep-
April
Soul NA NA NA NA 5 30 400 500
Malli NA NA NA NA 200 300
43 Hot Millions
Restaurant
NA Not Stared
Yet
NA
44 Chawlas, Ferozepur
Road
Soul Served Sep-
April
Soul 4 10
45 The Yellow Chilli Soul Sep-
April
Soul 5 10 400 500
46 Knight Caf Malli Sep-
April
Malli 2 10 200 250
47 Daman Chicken
Dhaba
Soul Served Sep-
April
Soul 3 8
48 Maharaja Chicken
Dhaba
Soul Served Sep-
April
Soul 4 7
49 Karnail Chicken
Centre
Soul Served Sep-
April
Soul 5 8
50 Hong Kong Ii Soul Served Sep-
April
Soul 2 5
xxvi

51 City Heart Sarovar
Portico
Soul, Malli Served Sep-
April
Soul 2 5 400 450
Malli 200 250
52 Hotel City Heart Soul Served Sep-
April
Soul 3 6 400 450
53 Samrat hotel NA No
Restaurant
NA NA
54 Country Inn Suites Soul,Malli Served Whole Soul 0 1 430 470 2 4 400 450
Malli 200 250
55 Hotel Nanda Soul Served Sep-
April
Soul 1 2 400 450
56 Hotel Oasis Soul Served Sep-
April
Soul 2 4 400 450
6 55 115 427