Fish is a perishable product that requires prompt disposal to maintain its quality. In this scenario, various stakeholders are interconnected and take delight in integrating fish into their livelihoods. The fish marketing industry in India is substantial, engaging a considerable number of individuals in diverse facets of the enterprise. The fishermen sell their catch to local intermediaries or traders, who subsequently transport the fish to wholesale markets in adjacent cities. Wholesale markets, commonly referred to as fish markets, serve as the principal venues for fish sales in India. The principal wholesale fish markets in India are situated in Mumbai, Kolkata, and Chennai. Fish is available in various forms, including fresh, frozen, and dried. A significant quantity of undersized and poor market value fish is captured as bycatch, predominantly abandoned at sea during peak fishing seasons. The demand for fresh fish is substantial, and it commands a premium price in the majority of marketplaces. The utilisation of technology, including online marketplaces and mobile applications, is more prevalent, facilitating customer access to fresh fish and enabling fishermen and wholesalers to expand their market reach. The fishing business in India is vital to the nation's economy, offering jobs to millions and enhancing food security. This study examined the efficacy of fish marketing in Thoothukudi district. The study aimed to evaluate the marketing efficiency of fish in Thoothukudi district. The research indicates that the marketing efficiency of fish is 4.01 for retailers and 5.99 for wholesalers. The great efficiency results from a smaller network of middlemen and a reduced marketing profit for them. Furthermore, the marketing efficiency of wholesalers surpasses that of retailers because retailers rely on intermediaries for loans and transportation.