Traditionally, the Kerala fishermen would leave their home port and return with their catch to be bought by agents who would travel the coast to “aggregate” the catch. These agents dictated price and, the fish not sold would be wasted. Enterprising fishermen started to use mobile phones to check prices at the different ports along the Kerala coastline and then, started to auction their catch whilst still out at sea. Instead of landing their catch in the same place they now move to where the best prices are. The impact has been impressive. A 9% hike on revenues; zero waste and a 6% reduction in consumer prices.