If not for the pandemic, Joys Alex would likely have continued to frequent the Kaduvapally market near Kallambalam to sell fish. Today though, Joys and five other women have launched a venture for marketing fresh fish on WhatsApp.
Named Fresh Fish, it promises quality fish from women of Anchuthengu as part of a Self-Employed Women’s Association (SEWA) Livelihood initiative. Others in the group are Shirley Paulose, Ajitha S., Jesly J, Liya V., and Lissy M.
Buffeted by a cyclone and floods a couple of years ago, women fish vendors were hit even harder by the COVID-19 lockdowns that led to the closure of many fish landing centres. When the catch did become available and some of the women such as Joys managed to purchase fish, they found no demand in markets, streets, or even in door-to-door sales.
The menfolk who were out of work in the wake of the pandemic began foraying into fish vending, selling fish at low prices. Many from outside the fishing community too saw this as an opportunity to roll out online ventures, promising fish at one’s doorstep. Says Joys who has been selling fish for nearly four decades: “Only one in 10 persons bought fish. We were not earning even half of what we needed to pay the bills, for children’s education and medicines, not to mention other expenses such as weddings. Then the men started taking over the sale of fish.”
The SEWA Union, of which Joys and many other fish vendors are members, mooted the idea of the women starting an enterprise themselves as an alternative to their traditional method of selling fish. It took some time, but one group, headed by Joys, finally came around to the idea, and decided to take the plunge at a meeting at Mambally. A couple of young housewives who too were SEWA members were roped in to make receiving orders and payments easier for the seniors.
Online training
SEWA then stepped in to provide the women a series of training in online marketing, how to purchase and sell fish, financial aspects and so on. It made the initial investment, supplying equipment needed to run the venture and a two-wheeler for making deliveries on the condition that the loan would be repaid in interest-free instalments that would in turn be used to help other groups.
Fresh Fish was launched on Wednesday. The number of orders received on WhatsApp has been going up as word goes round. Orders are received from 6.30 a.m. to 10 a.m., and deliveries are made to Attingal, Chirayinkeezhu, and Varkala areas, says Joys.
Sonia George, secretary of the SEWA Union, says talks are on to expand the initiative to other women’s groups, particularly from the coastal areas of the city such as Poonthura and Valiathura, that have evinced interest in online avenues of marketing fish. Fresh Fish service can be availed of in the WhatsApp numbers 8921658297 & 9497342327
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