The Good Fish Company is a DTC brand renowned for supplying the highest quality fish directly from the coast to a consumer’s plate. Traditionally in the Indian market, neighborhood fish specialty stores, hawkers, push-cart vendors, and wet markets own the customers' trust related to the freshness of the product and the price. There is no universal standard to measure the quality or freshness of fish, and most consumers rely on the smell/look/feel, and familiarity instead of an absolute metric. ​