With rising awareness around clean eating and traceable food sources, Dam Good Fish is rethinking how fresh seafood reaches urban consumers. Co-founders Shobhit Gaur and Shailesh Patel share how their unlikely partnership, built on complementary strengths in branding and aquaculture, led to a venture that prioritises natural sourcing, transparency, and freshness in India’s rapidly growing seafood market.

Tell us a little about yourselves, your backgrounds, and personalities.

Shobhit Gaur (Co-Founder & CEO):
With a Master’s in Business Management and several years as National Head at a leading advertising agency, my career has always combined creativity with strategy. I see myself as a big-picture thinker who enjoys building disruptive ideas in traditionally unorganised markets. I’m naturally outgoing and enjoy exploring new concepts, whether in business or food culture. When I’m not working, I’m usually tracking food trends or spending time working out.

Shailesh Patel (Co-Founder):
My background is rooted in science, followed by a Master’s degree in business. Over the past decade, I’ve worked with multinational organisations and helped build ventures centred around sustainable solutions. I’m very hands-on and detail-oriented, someone who thrives on execution. For me, strategy must always be backed by strong ethics and measurable results.

How did two people from different professional worlds come together to build a venture centred around fresh, natural seafood?

Our paths crossed through shared sporting networks, where casual conversations gradually shifted toward food, health, and sustainability. Shobhit’s expertise in media and branding combined naturally with my background in aquaculture. As we discussed clean-label foods and the gaps in India’s seafood ecosystem, it became clear there was a real opportunity. In 2023, we decided to bootstrap Dam Good Fish. The idea was simple: combine strong storytelling and consumer awareness with operational expertise that ensures traceability and quality. Our complementary skill sets helped turn that idea into a working model.

Was there a personal moment that sparked the idea for Dam Good Fish?

Absolutely. What triggered the idea was a visible and widespread problem. Much of the “fresh fish” available in local markets was not fresh. It was often frozen for days, chemically treated to enhance appearance, and sourced from overcrowded ponds with questionable feeding practices.

When we dug deeper, we discovered an even bigger gap. Nearly 70% of India’s seafood consumption comes from freshwater sources, yet urban consumers rarely have access to truly clean, naturally grown fish. That realisation became the turning point. It inspired us to build a dam-to-dish model that delivers naturally grown, chemical-free fish with complete traceability, restoring freshness, nutrition, and trust.

What were the biggest gaps you observed in India’s seafood ecosystem before launching DGF?

Three major gaps stood out.

Quality and purity: Many small ponds rely on antibiotics, water-treatment chemicals, and artificial growth boosters. Imported fish is often frozen during transit, which reduces natural omega content, texture, and flavour.

Traceability: Consumers rarely know where their fish comes from. There is almost no pond-to-plate visibility.

Freshness for urban consumers: Multiple middlemen degrade product quality, and cold-chain systems are often missing in Tier-1 city supply chains.

India’s seafood market is already worth around $60 billion and growing at 8–10% annually, but sustainability and transparency still lag.

Many consumers don’t know the difference between dam-raised fish, farmed fish, and frozen imports. How would you explain it simply?

Our fish are wild-caught from certified dams and reservoirs, where species such as Rohu, Catla, Singhara, Sole, and Pabda grow naturally in clean freshwater ecosystems. There is no force-feeding or artificial growth enhancement.

Once sourced, the fish is cleaned the same day in hygienic facilities and processed into curry cuts or fillets. It is vacuum-sealed, without ice or additives, and delivered via a cold chain to customers in Delhi NCR within 4 to 6 hours.

Each pack also includes QR code-based traceability, allowing consumers to see where their fish came from

Your promise of “natural fish” includes no chemicals, antibiotics, or force-feeding. How challenging is it to maintain such purity at scale?

It’s challenging but achievable with the right systems. In the early days, we rejected nearly 30% of the catches because they didn’t meet our quality standards. Over time, we built strong relationships with dam-based fisher communities and introduced strict sourcing audits.

Today, technology helps us track each batch, ensuring transparency. We’ve grown to serve over 1,000 monthly customers with a 20-member team, all while remaining bootstrapped. Maintaining purity requires higher upfront costs, but it builds long-term customer trust and loyalty.

What are the key differences between dam-raised, farmed, and frozen imported fish?

Dam-raised fish (wild-caught):
Sourced from natural reservoirs and dams. They are nutrient-rich, chemical-free, and naturally high in omega-3 fatty acids. Seasonal availability can be a limitation, but the quality is superior. This is the core of our sourcing model.

Farmed fish:
Typically raised in small ponds using feed. While supply is consistent, antibiotics and artificial feeding often reduce nutritional value.

Frozen imports:
These are shipped over long distances and kept iced. While they are widely available, freezing and glazing chemicals often degrade texture, flavour, and nutrient content.

What are the top fish varieties you recommend for different kinds of consumers?

For beginners (mild flavour):
Rohu works beautifully in curries, Tilapia is easy to steam or fry, and Sole or Basa offers versatile cuts.

For health enthusiasts:
Rohu is high in protein and vitamin D. Catla offers excellent omega-3 content and iron, and prawns are rich in calcium, selenium, and iodine.

For those who enjoy stronger flavours:
Singhara has an earthy profile, Hilsa delivers rich, oily flavour when in season, and Surmai offers a firm, meaty bite.

Quick Take

What common myths do Indians believe about fish freshness?
One big myth is that “smelly fish means fresh.” In reality, a strong ammonia smell usually signals spoilage. Another misconception is that all farmed fish are the same; many lack the nutritional profile of wild fish.

How can consumers recognise good fish, especially when ordering online?
Look for bright colour and firm flesh rather than mushy texture. Online, check for vacuum-sealed packaging, batch traceability, and same-day dispatch. When the fish arrives, it should smell clean and ocean-fresh. not overly fishy.

Health benefits of natural dam-sourced fish?
Naturally grown fish often contain higher omega-3 fatty acids and vitamins, which support heart health, brain function, and child development. They are also free from chemical residues and offer high-quality protein that helps maintain muscle and manage weight. Regular consumption, about twice a week, can even be a healthier alternative to red meat for reducing inflammation.