Environmental impact literature needs to include changing food consumption behaviour in the era of conscious consumption especially in the post COVID period. The observations on fish consumption from India offers interesting insights into how there has been change in consumers’ tastes and preferences and further how it can  be integrated to create a sustainable fisheries value chain. However, there is a need to develop strong statistical base on consumption studies with respect to food items such as fish given its importance as a source of affordable nutrition and the international trade aspects associated with it. We argue that the Pradhan Mantri Matsya Sampada Yojana (PMMSY) provides a potential framework to develop such a statistical base as well as inform policy making to move towards sustainable fisheries.