Amit Jose, a 26-year-old Mass Communication postgraduate, made headlines when he walked away from a lucrative advertising job in Delhi to join his father’s fish farming venture in Kottayam, Kerala. What seemed like a risky move has turned into a remarkable success story, with Amit launching Fishly, a premium fish meat brand that’s now earning lakhs in revenue. His journey is a testament to bold decisions, entrepreneurial vision, and the power of family collaboration.
Growing up in Thikoyi, Kottayam, Amit watched his father, Jose, a seasoned aquaculture farmer, nurture tilapia fish in three large ponds carved out from a former rubber plantation. For years, Jose sold live fish to local retailers, but profit margins were slim. During the pandemic, demand for live fish surged, only to plummet afterward. Amit, however, saw an untapped opportunity. He noticed a growing appetite for boneless fish fillets, perfect for dishes like fish fingers, especially among urban households, resorts, and high-end restaurants.
Thus, Fishly was born—a fish meat brand offering vacuum-packed, frozen fish products, including boneless fillets and custom cuts. “We deep-freeze the fish within an hour of being caught to lock in 100% freshness,” Amit explains. “This ensures our customers get premium quality.” By processing the fish themselves and delivering directly to customers, Amit and his father bypassed the low margins of wholesale markets. Their cold-chain packaging and same-day delivery model have won over clients, from city dwellers to five-star hotels.
Amit’s transition from advertising to aquaculture wasn’t without challenges. Leaving a stable, high-paying job raised eyebrows among peers, and the shift to entrepreneurship demanded a steep learning curve. He had to master the nuances of fish processing, packaging, and supply chain logistics. Yet, his background in mass communication proved invaluable. Amit leveraged his marketing skills to build Fishly’s brand identity, creating a sleek logo and a user-friendly website that showcases their commitment to quality. Social media campaigns targeting food enthusiasts and health-conscious consumers further boosted their reach.
The success of Fishly highlights a broader trend in India: young entrepreneurs rethinking traditional businesses. Aquaculture, often seen as a low-tech industry, is undergoing a transformation as innovators like Amit introduce value-added products. According to industry reports, India’s seafood market is growing rapidly, driven by demand for processed and ready-to-cook products. Amit’s fish meat brand taps into this trend, offering convenience without compromising on freshness.
Beyond financial success, Amit finds fulfillment in working alongside his father and contributing to his community. “This isn’t just about profits,” he says. “It’s about creating a sustainable business that supports local farmers and delivers healthy food to customers.” His vision includes expanding Fishly to other cities and exploring new products like ready-to-cook fish meals.
Amit’s story resonates with young Indians who dream of breaking free from conventional career paths. His fish meat brand is more than a business—it’s a symbol of courage, innovation, and the rewards of taking the road less traveled. As Fishly continues to grow, Amit Jose is proving that with vision and hard work, even a humble fish farm can become a thriving enterprise.