Bhubaneswar, June 18: One of Odisha’s most successful government-backed retail brands, Chilika Fresh, appears to be on the verge of disappearing from the public sector landscape as moves are underway to privatise its last remaining government-run outlet. The development has sparked concerns among fisheries stakeholders, employees, and consumers who fear that years of effort to build a trusted state-owned fish retail network may soon be undone.
The proposed privatisation comes at a time when the Odisha government is actively promoting the state's fisheries sector and pushing its Blue Economy agenda. While the government has repeatedly spoken of strengthening fish production, marketing infrastructure and farmer incomes, questions are being raised over efforts within the Odisha Fisheries Cooperative Corporation Ltd. (FISHFED) to hand over the Chilika Fresh brand to private operators.
The first Chilika Fresh outlet was launched at Siripur in Bhubaneswar in 2014 with a simple but ambitious objective: to provide consumers with hygienically processed fresh fish in a clean, air-conditioned environment while ensuring better returns for fish farmers.
The concept quickly gained popularity. Additional outlets were opened at Sahid Nagar and CRP Square in the same year. Encouraged by growing consumer demand, the network expanded further, and by 2019 nearly ten more outlets had been established across the capital.
The initiative was designed to eliminate middlemen, allowing fish to be sourced directly from farmers and cooperative societies before reaching consumers. The model aimed not only to improve market access for fishermen but also to modernise fish retailing in Odisha.
However, the expansion phase was followed by a gradual decline. Several outlets were later operated through private partnerships, but many eventually shut down after the arrangements failed to deliver expected results. During the previous government’s tenure, a number of these counters ceased operations altogether.
Sources within the fisheries sector claim that all ten of the expanded outlets have already become non-functional, while two more counters have been handed over for private operation. The Siripur outlet—the original Chilika Fresh store and the last major government-managed counter—now faces a similar fate.
A tender inviting private participation for the Siripur outlet was floated on June 2, with June 23 fixed as the deadline for bid submission.
The proposed move has triggered allegations that certain senior officials within FISHFED are actively pursuing privatisation despite the brand's strategic importance to Odisha’s fisheries ecosystem.
Critics argue that FISHFED was never conceived as a profit-maximising commercial entity. Its mandate was to support fish farmers, strengthen cooperative societies, improve fish marketing infrastructure and ensure consumers receive quality fish products at fair prices.
They allege that instead of investing in modernisation and operational improvements, authorities have allowed infrastructure to deteriorate before citing losses as justification for privatisation.
Several Chilika Fresh outlets reportedly suffer from basic maintenance issues, including non-functional air-conditioning systems and inadequate water supply. Employees familiar with operations claim that repeated requests for repairs and support have gone unanswered.
The uncertainty surrounding the brand has also affected workers who helped establish Chilika Fresh's reputation over the past decade.
Sources allege that several experienced employees associated with the outlets have not received salaries for months. Fish cutters and other frontline staff who contributed to the brand's popularity are now facing an uncertain future as operations continue to shrink.
Many stakeholders fear that privatisation could reverse one of the original objectives of the project—direct procurement from fish farmers—and reopen the door for intermediaries who were previously removed from the supply chain.
The developments have apparently reached the notice of senior officials in the Fisheries and Animal Resources Development Department.
When contacted, departmental sources indicated that questions have been raised regarding the circumstances under which the Siripur outlet was selected for privatisation.
Officials said a review of the decision is expected, and discussions may be held with FISHFED authorities to examine the future roadmap for the brand.
The department has also indicated that safeguarding the Chilika Fresh brand and exploring measures for its revival and expansion remain priorities.
The future of Chilika Fresh could become a critical test of Odisha's broader fisheries and Blue Economy strategy. Supporters of the brand argue that rather than being dismantled, the network requires investment, professional management and stronger marketing support.
With hundreds of regular customers still dependent on the Siripur outlet and with growing emphasis on organised fish retailing, stakeholders say the state now faces a crucial choice: revive a pioneering public-sector brand or allow another government-backed initiative to fade into history.
