Seafood in India has long been plagued by problems of quality, freshness, and traceability. Often, what reaches consumers has been frozen for days, treated with chemicals, or handled in ways that compromise nutrition and safety. Recognizing this gap, entrepreneurs Shobhit Gaur and Shailesh Patel launched Dam Good Fish (DGF) in 2023 — a bold startup with a simple mission: to make naturally sourced, ultra-fresh, and sustainable seafood accessible to every Indian household.
From a Market Realization to a Mission
The inspiration for Dam Good Fish came when Shobhit Gaur, with a background in business management and media, visited a local fish market. He noticed the absence of reliable freshness measures and realized that most seafood reached consumers in degraded form.
Exploring alternatives, he discovered dam-sourced fish — fish raised in large reservoirs with clean, flowing water and natural ecosystems. Unlike pond aquaculture, these environments support healthier fish without the need for antibiotics or chemicals. Seeing the potential, Shobhit Gaur teamed up with Shailesh Patel, and together they founded Dam Good Fish to offer traceable, dam-sourced seafood to modern consumers.
Building the Dam Good Fish Model
From the very beginning, the brand was clear about its focus:
· Naturally Sourced Freshwater Fish: Grown in dams and reservoirs, free from antibiotics and artificial feed.
· Direct-to-Consumer (D2C) Sales: Cutting out middlemen via an online platform (website and app) to ensure quality and traceability.
· B2B Partnerships: Supplying fresh seafood to culinary institutes, restaurants, and caterers.
· Sustainability at Core: Promoting responsible fishing, traceability, and education about clean seafood.
In its first year, the company scaled to a 20-member team, serving over 1,000 customers every month while staying profitable and bootstrapped.
Challenges on the Journey
Like any startup, DGF faced challenges — the biggest being building a reliable supply chain. Fresh fish needs to move quickly from reservoirs to packaging and then to consumers. Establishing a cold-chain logistics system and streamlining last-mile delivery was critical.
Another challenge was consumer awareness. Many people were unfamiliar with dam-sourced fish or hesitant due to the typical “fishy” experience. Through content-driven marketing and education, Dam Good Fish successfully spread awareness about the benefits of clean, sustainable seafood.
The Secret to Success: Listening to Customers
For the founders, customer feedback has been the real driver of growth. Shobhit candidly admits that in the early days, the team struggled to engage customers effectively, but soon realized that feedback — both positive and critical — was invaluable. Today, customer insights guide product improvements, service quality, and even new product launches.
Bootstrapped and Profitable
Dam Good Fish has thrived without external funding by reinvesting profits, focusing on essential operations, and leveraging cost-effective digital marketing. The founders believe that efficient execution, resilience, and adaptability matter more than chasing external funding.
As Shobhit sums it up: “A strong vision, adaptability, and resilience are the keys to building a successful business. And never ignore the customer’s voice — they’re your best guide.”
Final Word
In just two years, Dam Good Fish has established itself as a pioneer in sustainable, traceable, and ultra-fresh seafood. By combining traditional fishing practices with modern business innovation, the brand is not just supplying fish — it is redefining India’s seafood culture.
Because it’s not just fish - it’s Dam Good Fish.
