I guess it does not take much of marketing to sell a fish that evokes images of kisses, mountain streams and rainbows.
The rainbow trout, aka Oncorhynchus mykiss, loves cold, clean, fast-flowing mountain streams. Native to the Americas it has, over the centuries, become a valuable table-fish - thanks to its great taste (it belongs to the salmon family), the fact that it can be reared with relative ease in fish-farms, and because it fetches a good price in the markets. In India it sells for over INR 1200/kg and counts among the 'high-value' fishes sold across the country. Globally, the top three exporters of Trout are Turkey, Chile, and Vietnam. In 2023, the rainbow trout market was valued at US$ 4.2 billion
Inspired perhaps by the success of Vietnam, many asian countries have been trying their hand at rearing and exporting this fish. Bhutan is one of them. With its pristine Himalayan mountain streams it ought to have a natural advantage in this business but the record so far has been limited. What could be the reasons for this?
Efforts started way back in 2008, National Research Center for Riverine and Lake Fishes (NRCRLF), at Haa. Personnel trained at trout farms in Kokernag, Kashmir, replicated a raceway at Haa, and this has been been the centre for trout farming efforts in Bhutan for nearly two decades. The Trout Breeding Centre at NRCRLF has been producing and distributing hundreds of thousands of fingerlings to affiliated farms which in turn produce around 35 tonnes of fish every year. Yet, even at the most fancy restaurants in Thimphu, you are unlikely to find rainbow trout on the menu. Why is this the case? Where does all the fish production go?
One logical answer to this could be that all the rainbow trout produced in Bhutan goes across the border to the Indian market. It takes about five hours to cross 167km of mountain roads to reach Phuensoling, the border town. Even across this border, competition is likely to be stiff from Indian trout farms.
In Sikkim alone, for instance, there are 760 rainbow trout raceways with an annual production of 340 tonnes in 2022–23, up from 95 tonnes in 2014–15. The state also operates nine hatcheries, producing 619,000 fingerlings in 2022–23. Next door in Arunachal Pradesh, trout broodstock and seed production is being done in two main hatcheries situated at Shergaon of west Kameng and Nuranang in Tawang district. Shergaon has ova production capacity of 100,000.
India's rainbow trout production has increased from 147 tonnes in 2004–05 to over 842 tonnes in 2015–16 (31% annual growth rate!), with a notable rise in private sector involvement. Key states contributing to this growth include Jammu & Kashmir, Himachal Pradesh, Sikkim, Uttarakhand, and Arunachal Pradesh . With such competition just across the border, it is not easy for Bhutan.
Two crucial inputs trout fish farms - eggs/ova and feed - is dependent on expensive imports. Annually about 200,000 one-eyed Ova (fertilised eggs) are imported from Denmark. Specialised fish feed, with a purported high feed conversion ratio (FCR) of 1:1 (!) is imported from BioMar in the Netherlands for around Nu.200/kg. Biomar itself learnt the ropes of the fish-feed business from American companies and is among the dominant players now. Quite amazing to think that fishes being reared in the Himalayan streams need to be fed with something that is imported from a tiny country 7,300 km away!
This brings us back to the Vietnamese. How did they make themselves one of the top exporters of rainbow trout? As in the case of cashewnuts they surely have many lessons for those who want to approach agribusiness with a clear head and a hard nose for business!
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