The bathtub as asset: Resourcefulness, marketing strategy, and the informal fish value chain in Gwagwalada, Abuja, Nigeria

This paper investigates the ingenious marketing strategies and resource utilization practices within the informal fish vending sector of Gwagawlada, Abuja, Nigeria. Leveraging principles from the informal economy and asset-based development theory, the study examines the repurposing of discarded sanitary ware, specifically used bathtubs, as essential business technology. The analysis, supported by contextual observation and a visual case study (Figure 1), posits that this low-capital innovation serves as a highly effective, spatially efficient display and holding unit for perishable goods, predominantly Catfish (Clarias gariepinus). Data suggests that this strategy critically enhances the perception of freshness and quality, thereby securing a competitive advantage for individual vendors. The system facilitates low-barrier labor generation and micro-entrepreneurship, directly impacting the local food security architecture. The paper critically evaluates the bathtub model as a strategic market differentiator and concludes that localized, "street-smart" technological adaptations form the backbone of the informal value chain, offering valuable lessons for policymakers aiming to support sustainable and inclusive economic development in urban African settings.

Keywords: Informal Economy, Asset-Based Development, Frugal Innovation, Fish Value Chain, Gwagwalada-Abuja, Catfish (Clarias gariepinus), Micro-entrepreneurship, Urban Food Security, Resourcefulness, Marketing Strategy.