The objective of the study was to investigate the marketing system of Hilsa fish (Tenualosa ilisha) in the

Meghna River estuarine region of Bangladesh. Hilsa fish, the national fish of Bangladesh, is highly popular among the people. However, many common people cannot access this fish due to high price owing to apparent the absence of an effective marketing system. Our research revealed that the marketing of Hilsa fish in the Meghna River estuary involves various key stakeholders, including fishers, faria (middlemen), bapari (wholesalers), aratder (commission agents), and ultimately reaches the consumers through retailers. To analyze the marketing patterns and pricing strategies of Hilsa fish, a sample size of 60 respondents was selected as key informant. Data was collected through a semi-structured questionnaire. The findings suggest price of the fish at the retail market is determined based on market conditions, negotiations between retailers and consumers. Fishermen and aratder utilize an auction method for selling their fish, while faria employ open bargaining, auctions, and the prevailing market price. Additionally, our findings indicate that though Hilsa fish continues to be sold at high prices,

however, fishers are unable to receive a reasonable price for their catch due to the involvement of mahajons (money lenders), who compel fishers to sell at a predetermined rate, much lower than existing market price. As a result, the economic conditions of the fishers remain poor and vulnerable.