During a recently conducted trade and tech meeting for aquaculture in one of India’s southeastern provinces, USSEC Director for Animal Feed and Soy Meal Program – India Dr. P. E. Vijay Anand was given a surprise award in front of a 300 member industry audience.
The award was given by the Ananda Group, which is one of the oldest and largest aquaculture projects in India. Dr. Vijay was honored in a unique, traditional Indian cultural ritual. He sat on a chair, was covered with a special honor shawl, given a floral garland to wear, and was awarded a unique plaque inscribed “Professional Achievement Award” with Dr. Anand’s own likeness engraved on it. This ritual was performed by Dr. Manmohan Singh (IAS), principal secretary to the government of Andhra Pradesh, Department of Animal Husbandry and Fisheries and the CEO of the Ananda Group, Mr. Vishwanada Raju.

Dr. Anand was asked to speak a few words and advise the industry on the next steps to be taken. He first expressed gratitude to the industry for recognizing USSEC’s efforts and services, recognizing that these services are enabled through generous contributions made by the U.S. Department of Agriculture (USDA) and U.S Soy farmers in order to upgrade technologies and transform markets in India for the benefit of all. He also acknowledged USSEC’s leadership and the India team that supports the program’s implementation and execution of successful activities.
Dr. Anand’s message to the audience was delivered using real life examples. About 130 million tons of milk, which is highly perishable, is handled fairly efficiently in India through cold chains; pizza, pasta and momos which are not traditional foods in India have taken strong roots and are popular; chicken is accessible to all Indians who need it; and Coca-Cola is available in Indian villages where drinking water is at times scarce. He said while Indians have been responsible for making such successful market changes, they could also transform the aquaculture industry more efficiently. Dr. Anand urged the government and the industry to take speedy steps to clear bottlenecks and develop this sector. He classified the young population of India (50 percent in the age group of 25-30 years) as having nine characteristics: no time, excess knowledge, brand conscious, no patience, willingness to experiment, seeking convenience, high stress levels, health conscious and possessing higher spending power. He added that these traits drive new market bases and open up a myriad of opportunities for the aquaculture industry.