Assam, situated in the north-eastern region of India, is characterized by rich aquatic resources that support a remarkable diversity of ornamental fishes. The extensive river systems of the Brahmaputra and Barak, along with numerous wetlands, beels, ponds and forest streams, provide habitats for nearly 187 species of ornamental fishes. Many of these species, including Channa barca, Channa stewartii, C. aurantimaculata, Badis sp.,Botia sp. etc. are globally valued for their unique colouration, body patterns, and unique behavioural traits. Such diversity highlights both the ecological significance and economic potential of Assam in the ornamental fish trade. The sector offers scope for livelihood diversification, women’s participation in aquaculture, rural employment, and contribution to export markets. The ornamental fish marketing is constrained by several challenges such as unsustainable wild collection, limited awareness, inadequate breeding and seed production facilities, shortage of skilled manpower, high transportation costs, and weak marketing infrastructure. Recognizing these issues, policy initiatives like the Pradhan Mantri Matsya Sampada Yojana (PMMSY) have provided financial incentives to promote ornamental fish farming as a viable enterprise. For sustained growth, emphasis must be placed on captive breeding, conservation of native stocks, development of organized trade networks, and enforcement against illegal exploitation. With integrated strategies, Assam can position itself as a significant hub for ornamental fisheries while ensuring long-term ecological sustainability.