author(s)
S Santhosh, M Rajakumar, T Umamaheswari and R Santhakumar

abstract
The present study estimated the extent of value addition in terms of cost in successive stages of fish movement in fish outlets of Coimbatore city, Tamil Nadu. Using convenience sampling method, 50 fish sellers were interviewed using pre-structured survey schedule. Thirty retailers and four wholesalers were observed performing value addition operations. Contribution of value added cost to the average selling price of fish for wholesalers was maximum for seer fish (₹10.21/kg) and minimum for sardines (₹4.95/kg). In case of retailing, the value addition cost showed highest value for flying fish (₹17.25/kg) and lowest for shrimp (₹12.66/kg). By performing value added services, the increase in mean selling price was estimated higher for catfish (14.22%) and pacu fish (41.71%), respectively in wholesale outlets whereas, it was lower for seer fish in wholesale (3.09%) and retail (9.59%) outlets. It is recommended to impart proper knowledge and awareness on hygienic handling of fish, market cleanliness and its importance in fish spoilage through various capacity building programmes.