ISLAMABAD: With the start of winter season, the demand for fried fish, the most favorite item of season, has been increased in federal capital and other parts of the country..

A report aired by a private news channel , many vendors are cashing in on the trend and setting up fried fish stalls outside their outlets to attract customers.

An owner of a fish shop Hussain  Alam who is in this business for the last 12 years, informed that his business was at its peak this winter.

"I earned three to four times high this winter as people preferred to eat fried fish due to its affordable prices this winter," he added.

Another fish stall-holder Ahmad Ali said, "We receive many orders from people during the day, some want deep-fried fish, some prefer tawa macchi, but grilled and baked fish is the new craze."

The owner further explained the reason for the popularity of pomfret and mushka fish, saying that people did not like fish ribs, which are sharp and minute and can get stuck in one's gums or down one's throat.

This is why older people usually extort their children to first chew bony fish with their front teeth or incisors.

A fried fish seller, Khalil Khan, said, "I have been doing this business for past 26 years. The demand for fish increases every winter, therefore we earn a lot to balance our budget.

"I simply love fried fish with chips and sauce especially from open markets because it is fresh and delicious," says Asiya Khan, a customer.

In winter medical experts also recommend use of fish as it is packed with protein, vitamins, and nutrients that can lower blood pressure and help to reduce the risk of a heart attack or stroke.-AFP