This study explores how Participatory Guarantee Systems (PGS) improve market performance and consumer awareness in Assam’s freshwater aquaculture sector. By providing affordable, locally-focused certification, PGS helps small-scale fish farmers build consumer trust and boost the credibility of naturally farmed fish. Field observations and survey data reveal that over 75% of participating farmers experienced significant income growth, with 35–45% higher farm gate prices attributed to positive word-of-mouth. Nearly half of the respondents reported improved market access and greater recognition for their produce, reflecting a rising consumer preference for chemical-free, sustainably produced fish.
Despite these gains, challenges persist, including limited branding, restricted access to premium markets, and logistical barriers such as inadequate cold chain and live fish marketing infrastructure. Addressing these constraints is crucial for expanding market reach and sustaining farmer profitability. Awareness campaigns under the Indo-German Development Cooperation project, "Food Security Through Integrated Aquaculture (EIAA)," locally known as "Sustainable Aquaculture for Food and Livelihood (SAFAL)," have played a pivotal role in supporting the cause and initiative through local partners. The project has also helped farmers position PGS-certified products as reliable options for naturally produced fish. The study highlights the transformative effect of PGS on farmer livelihoods, market opportunities, and consumer trust. It advocates for targeted interventions to strengthen branding, upgrade market infrastructure, and deepen consumer engagement, ensuring the long-term success and scalability of PGS initiatives in Assam’s aquaculture sector.
Keywords: PGS, Market performance, Natural Fish Farming, Market opportunities