How this 28-year-old Kerala man built a Rs2 crore ornamental fish business

Growing up in Kerala's Kollam, Muhammed Bin Farooq's fascination with fish began with guppies gifted by his mother and catching local varieties from a village canal. What started as a playful hobby turned serious in his teens, with rows of aquariums and commercial breeding at home. Today, at 28, he runs a successful Rs 2-crore ornamental fish enterprise that sells across India and overseas.

“As a child, I remember spending most of the time collecting different kinds of fish in small containers and bottles, caring for them as best as possible. That's how it all started,” Muhammed tells 30Stades.

By the time he was in class 8, his curiosity had become serious. “At that time, I owned 100 aquariums and began breeding ornamental fish commercially at home.” 

Education

Muhammed pursued vocational training in fisheries during grades 11 and 12, gaining practical knowledge that strengthened his hobby-turned-business. Even after school, his passion for fishkeeping never wavered as his extensive academic qualifications reflect his deep commitment to ornamental fisheries. 

Also Read: Single mom starts fish farming at 47; clocks Rs45 lakh annual turnover

Over the years, he has earned multiple degrees and certifications, including a degree in Fisheries and Aquaculture, a diploma and PG diploma in Ornamental Fisheries, and an MSc in Industrial Fisheries.

"Currently, I am pursuing a PhD in Fish Genetics, with research focused on Etroplus Suratensis, called Karimeen in Malayalam or pearl spot fish. My research is centred on genetic studies and innovations to improve breeding techniques and disease resistance. I believe, my professional knowledge has not just helped me in expanding the business but also with my understanding and contribution to the field," he adds.

After completing his degree, Muhammed took a two-year break to establish his business, set up facilities, and build a solid foundation before continuing his studies.

The business of ornamental fish

Muhammed’s facilities are designed to manage every stage of fish breeding and rearing. His hatchery (for newborn fish), located next to his home, spans 7,500 square feet and holds 46 lakh litres of water. It uses semi-automated systems to ensure efficiency and quality. 

Also Read: Kerala housewife turns ornamental fish entrepreneur, earns Rs 50,000 monthly profit

Nearby, he has a 12,000-square-foot indoor farm with a 100-ton water capacity, where baby fish are reared to commercial sizes. These establishments have cement and glass tanks, and circular nylon tarpaulin sheet tanks.

In addition, he operates a 1,500-square-foot temperature-controlled quarantine facility to prepare fish for export. 

His research lab spread over 3,000 square feet, focuses on water quality testing, genetic research, tissue culture, and disease management. Together, these facilities form the strong foundation of his business. He also notes that they have bore wells and open wells that act as water sources.

Fish varieties and production

Muhammed breeds 43 species of ornamental fish for sale, including Koi Carp, Goldfish (Ryukin, Oranda, and Calico-patterned varieties), Angelfish (Platinum and Tangram varieties), Geophagus, and Severums. Over his career, he has bred more than 140 species, including indigenous varieties like Channa, Chandhi, and Pearl Spot (Etroplus suratensis).

“We produce 20 to 25 lakh baby fish annually for farmers who rear them in mud ponds. For exports, we produce around 10 to 12 lakh ornamental fish each year,” he says. 

Breeding is highly seasonal, with 8 to 12 species bred at a time, depending on climate and market demand, he adds.

Also Read: How fish farming is boosting paddy harvest in Bihar

Pricing and markets

The price of fish starts from Rs10 and can go up to lakhs, depending on the breed and size. Some species, like Koi Carp, thrive in the monsoon, while others are better suited for summer breeding cycles, he explains.

Muhammed’s business caters to a wide range of markets. 

Domestically, his fish are sold to wholesalers and farmers in Chennai, Mumbai, Gujarat, and Kolkata. Internationally, his primary markets are GCC countries like Saudi Arabia, Kuwait, Bahrain, and Qatar, with a few shipments to Indonesia and Thailand.

Apart from wholesale and export, Muhammed also runs six retail outlets and galleries across Kerala. The gallery is a hub for hobbyists, offering custom aquarium designs and expert advice on creating self-sustained aquatic ecosystems. 

“We educate our customers on fishkeeping. An aquarium isn’t just a glass box with fish -- it’s a balanced, self-sustained environment that requires care and responsibility," he states.

Above all, quality is at the heart of Muhammed’s operations.

His team uses custom-made feed created in-house from marine meals, shrimp, krill powder, and other materials. “I think, the feed available in India is not that great, so we make our own to ensure effective growth and health,” he adds. 

Likewise, hygiene is also a top priority. The tanks are disinfected after every breeding cycle and given resting periods to prevent contamination.

Also See: In pictures: Empowered & financially independent Koli fisherwomen of Mumbai

Achievements and challenges

Muhammed’s efforts have earned him several distinctions, including the Best Ornamental Fisheries Entrepreneur Award from the Kerala University of Fisheries and Ocean Studies and the Best Ornamental Fish Award in 2024 from the state and central governments.

Despite these successes, challenges remain. “The biggest issue is finding passionate, committed staff. Many people join only for the salary, not because they care about the work. Passion is essential in this field. So we always need extremely passionate staff in this field,” he says.

“And, since we are dealing with living organisms, fish diseases and other risks can lead to significant losses. They are inevitable. What I do is, learn from one fall and rectify it the next time," he notes.

Future plans

Muhammed plans to expand exports, and promote sustainable fishkeeping practices. He also hopes to inspire more people to embrace ornamental fishkeeping as a hobby. And for those planning to explore this field, he advises that this field isn’t just about money while only passion and hard work will let one survive in the long run. "If your passion is strong, success will follow," he reflects.

“If children are given fish as pets, they learn to care for them and develop a sense of responsibility. It’s a better gift than a mobile phone. If I have come so far, thanks to my parents for that little gift of fish that has paved the way for this endeavour. ” he signs off.

(Chandhini R is a Kerala-based journalist specialising in human interest, entertainment, and art and culture stories)

Also Read: Ornamental fish farming emerges as a source of income for women in Kultali-Sundarbans

Look up our YouTube Channel