Know Your Fish (KYF) is a voluntary initiative founded by wildlife and marine biologists Pooja Rathod, Mayuresh Gangal, Chetana Purushottam, and Samuel John, aiming to transform seafood lovers into ocean guardians. The program features an online consumption calendar specifically for the west coast of India, guiding consumers on sustainable seafood choices based on scientific research. KYF evaluates fish species using criteria such as their position in the food chain, population resilience, and fishing methods, assigning vulnerability scores to inform consumers. A significant focus of KYF is on bycatch, which accounts for an estimated 56.3% of all marine capture in India. This hidden cost often includes non-target species like turtles and juvenile fish, which are often discarded or used in fishmeal. To promote responsible consumption, KYF advises avoiding certain species during their breeding seasons and highlights the collateral damage caused by fishing practices. Additionally, KYF fosters community engagement through the “Fish with Eggs” project, allowing citizens to report sightings of egg-bearing fish, thus contributing to data collection and conservation efforts. Ultimately, KYF aims to inspire consumers to ask not just what seafood is fresh, but what is responsible, ensuring the health of marine ecosystems for future generations.