India is entering a watershed moment in the evolution of its aquarium and aquatic tourism industry. What was once a niche sector is now transforming into a high-value ecosystem of public entertainment, education, research, and sustainable urban development. Across the country, marquee projects valued between ₹50 crores and ₹500 crores are being unveiled with unprecedented ambition, and the world is taking notice.
India is investing in aquatic experiences at a global scale. Also the revolution doesn’t stop at tourism. Major commercial complexes, retail destinations, entertainment hubs, and even smart-city developments are now integrating large-format aquariums into their masterplans. These new-age aquariums are no longer just exhibits, they are anchors of footfall, catalysts for economic activity, and showcases for green infrastructure, designed with water recycling, renewable energy integration, and climate-responsive systems.
This rapidly expanding market has placed India firmly on the map for global aquarium investors and technology partners. What once required international expertise can now be delivered through home-grown companies with world-class capabilities, and at the forefront of that movement stands MadOverFish.
MadOverFish stands at the fascinating intersection of technology, design, and ecology, crafting immersive habitats that rekindle humanity’s connection with nature. To label it merely as an aquarium or zoo exhibit company would be a vast understatement. At the time of writing this article MadOverFish is currently executing a big Public aquarium project in Maharashtra – slated to open in Summer of 2026.
Also it is executing the world’s largest Underwater Gallery with 10 million liters of water at National Maritime Heritage Complex, at Lothal, Gujarat. Many other projects are currently in the execution and some in the design phase. They are doing all this with great enthusiasm and the number of inquiries are just too many.
“Our company is structuring a new era of robust architecture in India— from designing large-scale public aquariums to refining intricate environmental habitats that simultaneously serve as exhibits, we do not just connect people with nature, but we inspire and carve the path for the future of our country.
In the midst of the daily hustle and bustle of our mind-boggling work, we often draw inspiration from the Pareto Principle, or more commonly, the 80/20 rule, which states that 80% of outcomes often result from just 20% of causes. Hilarious, isn’t it? how the play of light through water, the texture of certain materials, the crystal-clear water filtered through complex systems or even the steady beat of an organism’s heart as they take in their new environment can make such a tremendous impact on a visitor with an open mind. With a great deal of time, quality resources, tears and quite literal sweat, we produce dangerously close to perfect results.
Oh, and how could we forget to add that we do all this while keeping in mind that the impacts to the environment are scarce or adequately compensated? We aren’t sure about other people’s or businesses’ opinions, but we don’t just like to focus on quantity, but we like to give maximum attention to quantity and really just the minor and often overlooked details, which is what sets us apart from others.
Some of our fabulous work includes landmark projects such as the VGP Marine Kingdom in Chennai, India’s first walkthrough Shark tunnel public aquarium; the Gujarat Science City Aquarium in Ahmedabad; and all the exhibits at the revamped new Mumbai Zoo exhibits, among several private installations across India and overseas,” stated the man at the helm of this amazing revolution.
Now, cue the spotlight and let the mental drum roll echo for a moment… because before we waltz any further into this story, there’s a burning question that needs to be addressed: who, truly, is the force behind MADOVERFISH? Who is this great mastermind stirring the pot? The founder, the CEO, the man behind every project you see or hear of, the blood that runs the company, the ceiling breaker and overachiever is the one and only “Vivek Ajit Kulkarni”.
A famous quote phrased countless times by Neil Gaiman is “Make Good Art”, and Mr Kulkarni has pledged with an oath to the universe that if there is one thing he is going to do, it’s to make good art. He is living up to his actions to this day by what started as a passion for aquatic life, which later evolved into a pioneering adventure that now leads India’s aquarium and zoological exhibit design & build industry. “Today, after more than 12 years, I’m grateful for that decision. It has not only improved my health and happiness but also brought professional discipline and innovation to a largely uncreative and largely unorganised sector,” he says humbly.
From corporate corridors to coral reefs
This story can’t be narrated without a small plunge in the past, and what better way than to start it with our founder’s rooted beginnings? Vivek is an engineer from VIT Pune with advanced PG in Telecom from IIT Powai and had a blazing career at General Electric and Accenture, leading strategic telecom and infrastructure projects across Europe. Yet, despite the professional success, something vital was missing. “I had reached a point where presentations, board meetings, and air-conditioned hotel rooms felt like a distorted reality from who I truly was,” he recalls and distinctly remembered feeling like “wanting to do something real, something that connects me with nature.
Building from scratch
The company’s early days were anything but ordinary. Back in 2010, large acrylic aquariums were virtually never heard of in India. Determined to change that, the founder began searching for skilled craftsmen who could bringto change his vision to life. A vision that began with just a small dream gnawing at his mind to be put to life. His quest led him to simply start building and exhibiting.
That’s it. No SWOT analysis needed, no major business plan needed – just the plunge, because its common knowledge that the Ocean is deep beyond measure and staying at the surface will never get you closer to it – so simply plunge! The turning point that changed the course of the sails for this journey came when they showcased this 10-foot-long acrylic aquarium at an exhibition at NSE Grounds, Goregaon.
The installation, complete with an inbuilt waterfall, became an instant crowd-husher and quite literal jawdropper, bagging orders worth ₹30 lakh within two days. Unbelievable. Yes, we thought so too. “That’s when I knew we were onto something remarkable,” he recalls. From that, MadOverFish steadily grew from two people and a single workshop to an organised enterprise with over 50 employees, two offices, and two large factories. Today, the company’s workforce includes architects, engineers, project managers, biologists, scuba divers, designers, and technical specialists, all unified by a single drive, a single goal forward: to create extraordinary natural experiences through design and technology.
Keeping up with the commitment to quality
When asked how the brand ensures that the offering is up to the mark, Vivek responds, “It’s a constant endeavour. At times, we have screwed up. However, our attempt is 100% of the time, we try very hard not to err. At the end of the day, there are people at the junior level who need to be maintained. These boys, and especially these days, try to hop from one job to another with their sole incentive being an increment of 3 or 4 thousand rupees. It’s challenging to keep them motivated at all times.
We have brought in a process for rewards, and it’s been working better than anticipated. However, at no point will we let the integrity of our service and commitment to our clients be diluted. The company has always taken a hit for the loss due to the negligence of the few employees who fail to meet the standards expected.” Perfection is desired, but the future isn’t set in stone, and mistakes are inevitable.
Innovation as the Core DNA
At MadOverFish, innovation isn’t an occasional pursuit; it’s an everyday practice. As the pioneers of acrylic aquarium technology in India, the company continues to push boundaries through research and development. Their Wave Habitat Life Support Systems, SKID-based filtration units, and TideIQ automation systems represent cuttingedge advancements in environmental control and water filtration. “If you don’t innovate, you die,” the founder says candidly. “The world evolves fast, just like horse carriages vanished with the invention of cars.
and taxis transformed with the arrival of Uber. Every project we take on must be better, smarter, and more sustainable than the last.” In this context, research and development plays a crucial role in developing innovative solutions.
Vivek explains, “Our in-house SKID-based water filtration – life support systems, Tide IQ-based automation systems, innovative large-frame acrylic tanks that are fast to deploy, and out-of-this-world ‘Forest in the Glass Box’ – our methodologies to bend acrylic to amazing shapes and sizes, our design that allows for efficient construction, and lighting systems that bring everything together are quite impressive to watch unfold.” With plans to introduce their proprietary systems in global exhibitions, MadOverFish aims to make a mark in the European market within the next two years, showcasing India’s capability to engineer world-class environmental design solutions. We aim to shoot for the stars and take India’s talent forward on a broader scale.
Commitment to Quality and Integrity
Maintaining quality across complex projects comes with its challenges. While automation and innovation help reduce human error. Large project clients including the Mumbai Zoo, Gujarat Science City and the Regional Science Centre Bhavnagar, continue to trust MadOverFish’s reliability, with many exhibits being maintained flawlessly since inception. As you read this very article, the team is constructing a large public aquarium in Maharashtra and working on their most ambitious project yet, the world’s largest underwater gallery for the National Maritime Heritage Complex in India.
A vision rooted in a desire to create magic
At its core, MadOverFish is not merely about constructing aquariums or designing zoo exhibits; it’s about reimagining how people experience nature in an increasingly digital world. “Our work is a bridge connecting human curiosity with the wonders of the natural world and reminding everyone that stopping a second to hear a bird chirp or watering that almost shrivelled plant next door is just as important for ourselves as it is for everyone around us,” says Vivek. From the unrivalled precision of an acupuncturist to a child’s boundless curiosity, his or her journey exemplifies when thought meets action. MadOverFish is proof that when innovation is guided by respect for life itself, the results can be nothing short of magical.
A Call for Visionaries, Partners & Investors
As India steps into this high-growth era of large-scale aquarium infrastructure, the opportunity is immense, not just for businesses, but for the country itself. With rising urbanization, growing demand for educational tourism, and an emerging focus on environmental awareness, aquariums are becoming the new cultural and commercial icons of modern India. MadOverFish is actively seeking strategic partners, collaborators, and forward-looking investors who recognize the potential of this sector. For investors, the proposition is powerful:
- Access to a fast-scaling, under-penetrated market
- Strong ROI opportunities driven by tourism, retail synergy, and recurring revenue streams
- Participation in future-ready green infrastructure projects
- Collaboration with a company that already understands the Indian landscape better than anyone else in the sector
This is more than an investment opportunity, it is an invitation to shape and blend Nature & Aquatic wonders in every urban setting of an entire nation. With MadOverFish leading the charge, India is poised to build not just aquariums, but living, breathing ecosystems of innovation, sustainability, and wonder. The next decade will define the country’s position in the global aquarium & zoo exhibit industry, and those who join this journey now will help write that story.
