Vijayawada: In a proactive move to protect state’s vital aqua sector, the state govt is planning a major rebranding campaign for shrimp-based products to increase domestic consumption and reduce reliance on exports — especially to the United States, which recently announced a 25% tariff on Indian seafood imports.Shrimp, the crown jewel of AP’s aqua exports, faces an uncertain future with the impending US tariff. With the state contributing significantly to India’s shrimp production and export volume, the policy shift from Washington has triggered a strategic rethink. Financial expert C Kutumba Rao, who is also the vice-chairman of Swarnandhra P4 initiative, said the tariff announcement served as a wake-up call. “Our dependency on a single export market has become a risk. This is the right time to pivot. By increasing local consumption of shrimp through branding and awareness, we can safeguard the livelihood of lakhs of aqua farmers,” he said.The state’s long-term plan aims to promote locally produced shrimp and related seafood through special branding, marketing campaigns, and awareness drives about the health benefits of regular seafood consumption. The fisheries dept, along with industry leaders and export agencies, will spearhead this effort.Experts believe that even a modest 1-2% rise in domestic shrimp consumption could help the aqua sector survive, even if the US reduces imports by 40%. The new strategy borrows inspiration from the National Egg Coordination Committee’s earlier success, which transformed eggs into a household staple across India through clever branding and public outreach. “The success of the egg campaign shows that Indian consumers respond well to health-driven food branding. Shrimp has similar potential — it is rich in protein, easy to cook, and affordable. We want to see it on more Indian plates,” added Rao.The branding campaign is expected to be launched in the coming months with recipe promotions, seafood festivals, nutritional campaigns, and inclusion of shrimp-based dishes in public meal programs and hotels.
