In this project, the Udupi fresh fish seller’s association – called the Udupi Hasi Meenu Marathagarara Sangha, was identified as it brings together fisherwomen selling fresh fish with the objective of protecting their livelioods. This association was founded in 2010 as a response to newly emerging large fish shops in Udupi and neighbouring district of Kundapura. Women fresh fish sellers, afraid of loosing their livelihoods to large shops with access to capital and storage facilities, that they do not have access to, mobilised and formed an association which today comprises of 1631 fresh fish selling women. The Association brings together fisherwomen from 36 fish markets in Udupi district . It was founded by Ms. Baby Salian a fisherwomen from Udupi who has been selling fish for over 30 years now. In 2010 when a fish shop was set up in Kundapura, fearing the loss of women’s employment and in a bid to support an occupation that has traditionally been that of women in the region, Baby Salian founded the Association