Photo: Collected
The government is committed to ensuring that the iconic hilsa remains within the purchasing capacity of commoners, Fisheries and Livestock Adviser Farida Akhter has said. "This is a modest initiative. I understand it may not satisfy everyone, but we are dedicated to exploring ways to do more for the people," she said while inaugurating a special programme aimed at addressing supply chain and pricing bottlenecks for hilsa on Sunday.
The event, held in front of the Bangladesh Fisheries Development Corporation (BFDC) headquarters in Karwan Bazar, launched the sale of hilsa at subsidised rates.
The adviser stressed the need for reducing the role of intermediaries to bring down prices. "If we can establish direct sales channels from the source to the market, the prices of hilsa and other fish can be made more affordable. The current market structure, dominated by middlemen, makes it challenging, but we are initiating processes to minimise their influence," she said.
The programme, jointly implemented by the BFDC and the Bangladesh Marine Fisheries Association (BMFA), is part of a broader strategy to make hilsa more accessible to the public.
Hilsa weighing between 450 and 850 grams is being sold at Tk 600 per kg under the campaign slogan, "Unmatched in taste and aroma-buy hilsa and be blessed."
BFDC Chairperson (Additional Secretary) Suraiya Akhter Jahan chaired the launch event. BMFA President Enam Chowdhury, Additional Secretary of the Ministry of Fisheries and Livestock Syeda Nowara Jahan, BFDC Director (Finance) Advaita Chandra Das, and Deputy Director of the Fisheries and Livestock Information Office Umme Habiba were, among others, present.
After the inauguration, 20 lucky buyers purchased hilsa directly from the adviser herself. Many customers expressed their delight, with one saying: It has been so long since we could afford hilsa due to its high market price. Buying it at this price is a blessing.
In a subsequent discussion with BFDC officials, Adviser Farida Akhter highlighted the importance of streamlining the hilsa supply chain, ensuring fair prices, and reducing the exploitation of consumers.
The hilsa marketing programme is expected to ease financial pressure on consumers while maintaining a steady supply of this cherished delicacy.
Messenger/JRTarek
