DW BUREAU / LUDHIANA College of Fisheries (CoF), Guru Angad Dev Veterinary and Animal Sciences University, is going to conduct "Fish Consumption Awareness Drive" during the month of December in order to enhance consumer/public awareness for fish consumption. Various activities, including publicity (handouts/articles/posters/media coverage), fish food festival, sale of fish products, competitions (promotional tagline/poster making) etc. will be organized, with active participation of the graduating students to instill entrepreneurial marketing skills among them. India is the second largest aquaculture producer in the world. However, the fish-eating population in India is estimated to be only 55%, with an average annual per capita fish consumption (PCFC) of about 9kg, which is less than half of the world average (20kg). Among Indian states, Tripura tops in terms of PCFC (29kg), while it is more than 50 kg in islands like Andaman & Nicobar and Lakshadweep. Dr. Meera D. Ansal, Dean CoF, GADVASU, informed that PCFC is very less in the north-western region of the country. It is only 0.4 kg in Punjab and lowest in Rajasthan (0.01 kg), against the World Health Organization (WHO) recommended PCFC of 12 kg. Highlighting nutritive value of fish/fisheries products in respect to its protein content/quality, easy digestibility, omega-3 Polyunsaturated Fatty Acids (PUFA), minerals (Calcium, Phosphorus, Iron, Zinc, iodine, Potassium and Magnesium) and vitamins (A, D, B2 and E), she advocated that fish/fisheries products (raw and processed) shall be included in the human diet for amazing health benefits. Fish is well known for its functional properties boosting immunity, vision and heart health, with a significant role in brain development in growing children. Unlike coastal states, the non-vegetarian population of Punjab (