Fish production and marketing in India is vital sector that plays a significant role in the countrys economy and food security. With a vast coastline and numerous inland water bodies, India has immense potential for fish production. the sector provides employment opportunities to millions of people, particularly in coastal and rural areas. However, the sector is undergoing a transformation, with increased adoption of modern technologies and practices to improve productivity and quality. The government has also launched various schemes and initiatives to support the sector. The marketing of fish in India is primarily conducted through traditional fish market, retail shops, and online platforms. With the growth of the e-commerce industry in India, many fish producer and retailers have started using digital platforms to reach a wider audience. However, there is still a need for further investments in technology, infrastructure, and research to enhance the sectors efficiency and profitability. Effective marketing strategies that consider the diverse consumer preference and demand for fish products across different regions in India can also contribute to the sectors growth and development