Press Release
The Assamese Thali to be enriched by the Delicacy of Fish and Meat Pickle

Jorhat, Assam | August 26, 2013: The traditional meals of the Assamese generally comprise fish or meat-based items, which also form important sources of proteins for the populace. Though more popular as freshly cooked food, the processed forms of both fish and meat (like pickles) are equally nutritious, yet not available as commercial products in the market. Results of several surveys conducted on the popularity of meat and fish pickle indicate a potential market among the rural and urban population. To address this gap the Agricultural Innovation Partnership (AIP) enabled a women’s self help group adopt the technology of preparing meat and fish pickle from Assam Agricultural University (AAU). This first step into the niche market will help the organization consider new avenues to tap into the opportunity of commercializing novel processed food products in the near future. In addition to adding to the variety of the Assamese plate, these products will ease people’s access to cooked meat and fish, sans the trouble of cooking. The transfer of technology took place between AAU and Meghalee Food Products in Jorhat on 23 August, 2013.This was followed by an intense two-day training on product development and manufacturing at the facilities of Maghalee covering aspects like recipe, production process, hygiene, quality control, ingredient specification, regulatory aspects, food safety measures, labeling, pricing and product distribution strategy. A pilot batch of both chicken and fish pickle were prepared under the guidance of the developers.The recipe of the meat pickle was developed by Prof. Mineswar Hazarika while that of the fish was developed by Prof. Pran Jyoti Sharma and his team (Prof Jiten Sharma and Prof Sarifuddin Ahmed), all hailing from AAU. After thorough research on the quality, palatability and durability of the products, the prototypes of the pickles were developed with financial support from AIP. These prototypes were used for internal testing to judge the suitability of the product and showcasing to small scale entrepreneurs and encouraging them to take them up for commercialization. Maghalee, which is among the emerging enterprises in the region, was identified as the potential player to whom the technology could be transferred and later commercialized.

Speaking on the occasion, Prof Hazarika and Prof Sharma said, “The success of a product doesn’t just lie in its production, but how it matriculates into people’s lives. AIP has helped us reach out to the entrepreneurs as well as the consumers and has offered us a platform to materialize our ideas. The commercialization of chicken and fish pickle through Maghalee will enrich the variety and palatability of the Assamese cuisine. The process of commercialization has also created strong bonds with the entrepreneurs and in the process helped us touch several lives around us.”

Adding to the statement, Mrs Meghalee Bora, proprietor of Meghalee Food Products said, “Introducing innovative products in the market is the key to ensure our position as a market leader. Initial survey conducted for chicken and fish pickle developed by Assam Agricultural University and transferred to us through AIP indicated good market potential of these products. We will use our reach to popularize these in the entire northeastern region for a positive economic and societal impact.”

This process has set the precedence for many more such university and industry partnerships in future and has motivated many researchers to develop high potential products and inspired small scale entrepreneurs to come forward and take up these products to improve their income and profitability.

For details, contact:
Ahmed Saifee
Senior Consultant
Sathguru Management Consultant
Email id: ahmeds@sathguru.com
Phone: +91 40 30160227, 30160333 | Fax: +91 40 4004 0554

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