Market linkage was established for a rural women SHG by linking the value added products under the brand name ''Fishlikes'' with Retail Fish Supply Chain (Falcon Fresh Retail outlets) in Bhubaneswar on 20 August, 2020. Dr. S. K. Srivastava, Director, ICAR-CIWA launched the first marketing at the outlets.

In the modern times, with the shift in consumers’ demand to ready to eat and hygienic products, value added products preparation from fish holds a key potential. In this background, the project funded by Department of Scientific and Industrial Research (DSIR) viz., ‘’Adding Value to Fish: a Potential Livelihood option for Rural Women of Odisha’’ was implemented at ICAR-Central Institute for Women in Agriculture, Bhubaneswar. Under this project, a group of rural women from Kanamana Village in Astaranga block of Puri district in Odisha, belonging to the Biswa Bharati Maa SHG was given hand holding support for starting the enterprise. They were imparted training on the preparation of value added fish products, attractive packaging and labeling, entrepreneurship development, management, branding & marketing, group dynamics and book keeping. Facilitation for obtaining FSSAI licence which is mandatory for any food products production was done. They have ventured into online marketing taking into consideration the pandemic situation after obtaining the trade license under the brand name “Fishlikes”. The Project team from ICAR-CIWA, Dr. Tanuja, PI of the DSIR funded project and Dr. J. Charles Jeeva, Pr. Scientist from ICAR-CIWA trained the groups to start value added fish products based enterprise and facilitated their market linkage and procurement of licenses.