ICJ December 2012 - Coconut Development Board

INNOVATIVEMARKETINGSTRATEGIES

THEME

I N S I D E

Marketing team with innovativestrategies for 12th plan ............................ 2

Innovative marketing strategies inJnNURM cities ......................................... 4Mini Mathew

A kick start through CDB hitsglobal market ......................................... 10Mini Mathew

Coconut products consolidatemarkets in cities ..................................... 11Deepthi Nair

Market potential for value addedcoconut products in Indian cities ......... 17Sebastian K.S.

Marketing strategy for promotion of .... 23ball copra and desiccated coconutGM Siddarameswara Swamy

Bindied tender coconut, conqueringmarket .................................................... 25Remany Gopalakrishnan

Activated carbon manufacturersassociation for capturing markets ...... 30M.M. Abdul Basheer

Deejay for the best hybrid seedlings ... 31Sona John

Coconut in the news ........................................................ 34

One coconut=one egg, but for Chinnamma,one coconut=Rs.48 ......................................................... 36

Coconut Producers' Societies andFederations growing in number ..................................... 36

Coconut Country .............................................................. 37

The Coconut Craze .......................................................... 37

Coconut Cures ................................................................. 38

Export Opportunities for Coconut Products .................. 39

News ................................................................................ 40

Monthly operations in coconut gardens - January ....... 45

Market Review -November 2012 .................................... 47

2 Indian Coconut JournalDecember 2012

Dear Coconut Farmers,

In the recent past, many potential entrepreneurshave shown keen interest in establishing processingunits in the coconut sector. They are aware of the factthat coconut and coconut products are good for healthand having good demand, but they do not have a clearidea about how to proceed in marketing. Marketingdivision of CDB which was concentrating on collectionof data, on price analysis and trying to develop marketintelligence is now thinking of a new and innovativestrategy for marketing of coconut products in thedomestic and foreign markets. Production capacity ofthe existing processing units are quiet insufficient tomeet even the domestic demand. It is in this contextthat we are trying to discuss about innovative marketingstrategies in this issue of Indian Coconut Journal.

Coconut cultivation in India is spread across 18states and 3 Union Territories,but almost 90% of thearea under cultivation and 91% of the production arein the four Southern states of Andhra Pradesh,Karnataka, Kerala and Tamil Nadu. Almost 88% ofthe coconut produced in the country is used for copraand oil making. Any variation in the price of coconutoil, is adversely impacting the coconut price and thisin turn leads to neglect of the crop. The 220 coconutprocessing units already assisted under TMOCmanufacture 12 different value added products. Noneof them are facing any problem in marketing withinthe country and few of them could successfully captureinternational markets too.

As per census 2011, the Indian population living inurban areas has reached around 37.7 crores. Thispopulation is bigger than that of USA and EuropeanUnion. If coconut products with good shelf life whichare conveniently packaged are made available to urbanconsumers, many of them would love to use coconutproducts. Coconut oil is not being used much outsideKerala, Karnataka and Tamil Nadu for edible purposes,but all over India it is used for application on hair andbody. Usage of tender coconut water in the raw formas well as in the packaged form, desiccated coconut(with and without fat), coconut milk, coconut milkpowder, coconut milk cream, ball copra (edible copra)as dry fruit, coconut chips, natural vinegar made outof coconut water and neatly packaged coconut oil fornon edible purposes are already sold across the country.Many such products from Sri Lanka, Thailand,Malaysia, Philippines and Vietnam are readily availablein the urban markets in India. The 2011 census figuresreveal that there are 53 million plus cities and 462towns with more than 1 lakh population. The 63

Marketing team with innovative strategies for 12th planJnNURM cities in India account for more than 65%of the urban population. These 63 towns could be takenup as first level ‘potential market’ which can betargeted during 12th five year plan. The marketing teamof CDB has brought out a product mix which includespacked tender coconut water, coconut chips, desiccatedcoconut, virgin coconut oil, coconut milk, coconut milkcream, coconut milk powder, ball copra, packedcoconut oil and natural coconut vinegar.

CDB do not intend to purchase products frommanufacturers or would not take up wholesale or retaildistribution. But our ‘marketing team’ will facilitatemanufacturers through their consortiums or associationto access these markets (forming of consortiums ofmanufacturers of each product from coconut is beingattempted) like the already existing “association ofcoconut based activated carbon manufactures” in India.Collecting relevant information regarding demand,seasonality, availability of products, potential areas andpassing on this information to the consortiums alongwith generic promotion of products can be supportedby CDB. The marketing division of CDB consists of ateam of two Deputy Directors (Marketing) at Chennaiand Kolkata and another Deputy Director at MarketDevelopment cum Information Center (MDIC) at NewDelhi, a Senior Technical Officer (Marketing) atBangalore, Marketing Officer and Assistant MarketingOfficer at head quarter. The team is expected to gatherrelevant data, disseminate information using modernsystems of communication and monitor the progresson a regular periodicity in the selected cities. Teachingand training institutions in management can be identifiedfor taking up market research and surveys. A fairly longcollaboration with these management institutions willsurely help the manufacturers’ associations to collectrelevant information. To reach out to atleast a smallsegment of the potential consumers of the 63 towns,we have to have hundreds of new processing units.

Tender coconut water has great potential to bemarketed across the country. Even when coconut priceswere falling, price of tender coconut was steady andquite stable in India. In order to make sufficientquantities of packaged tender coconut water availablein all these 63 JnNURM cities, a rough estimateindicates that we should have 150-200 new tendercoconut units with a processing capacity of 10,000tender coconuts per day. India being the second largestproducer of coconut and having the highest productivitycan very well increase the production and harvest oftender coconuts in the country. The present level ofusage of tender coconut is less than 10% of the totalnational production. In order to reach out to more

Chairman’s Page

3Indian Coconut JournalDecember 2012

domestic market we have to inspire and motivate newentrepreneurs to this sector and start marketing in 20-25 cities. Based on market studies, market surveysand market performance, more investors may beattracted in to the sectors including joint ventures withexisting players in the global market. New investorsmay be encouraged to establish units at the earliestwith support from Technology Mission on Coconut(TMOC) from CDB. By the end of the 12th Five YearPlan, we can reach out to all the 63 JnNURM cities.

Similar methodology for scaling up marketing andproduction of other products in the product mix can beadopted. CDB can tie up with public sector cooperativefederations of various state governments having a panIndian presence for establishing marketinginfrastructure. We have to go about collaborating withthe cooperative marketing federations or cooperativeconsumer federations having their retail outlets in thesecities for initiating the marketing. Consortiums can alsofind out C & F agents, wholesale dealers and establisha chain of retailers. Going along with the existing retailchains and outlets is another option to be explored.CDB can promote Business 2 Business meets as wellas Business 2 Customer meets in the selected citiesfor the proposed ‘product mix’. During the past fewyears Board has participated in 100 to 125 exhibitionsacross the country. In future exhibitions, major focuscan be given on promoting this product mix across theurban consumers in India.

Another area that CDB has to explore further iscollaborating with other commodity boards like TeaBoard, Coffee Board and Spices Board for creatingbasic marketing infrastructure under one roof. Withextra support from SFAC, Ministry of Food ProcessingIndustries and appropriate ministries/ departments ofthe State governments, with least new investment ininfrastructure, we can try to make the presence ofcoconut products across the country. The concept of‘constructive competition’ and ‘growing together’rather than ‘destructive competition’ and defeatingeach other should be our guiding principle for this.NASSCOM is a living example that can be emulatedby consortiums of coconut product manufactures.

Listing out a directory of producers andmanufacturers of each coconut product, directory ofpotential buyers and wholesalers, assessment andforecast of demand, making use of professional staffat consortium level, developing a supply chain withprofessional staff etc are to be addressed. CDBsnetwork in India includes 3 Regional Offices, 6 StateCentres, a Market Development cum InformationCentre at New Delhi and the Head Office. CDB haveto develop an information system, indicating detailssuch as who produces what at which place and their

capacity; who needs what products at which place,when, how much at what price.

The responsibility of the producers is to ensure bestquality, stable and affordable price, continuous supply,better shelf life, attractive packaging and timelydelivery. Based on this, production units can introducepositive structural changes in production which in-turnwill create a situation where the over dependence oncoconut oil and copra will be reduced. Surely it is awin- win- win situation for farmers, processors andconsumers.

Farmer collectives starting with Coconut ProducersSocieties (CPSs) integrated to Federations of CoconutProducers Societies and Producer Companies can, ifthey wish so, directly enter into processing of coconutfor value addition. Or they can think of aggregation ofthe products at appropriate levels which can ensureadequate and regular supply to existing and potentialmanufacturing units. The mutually agreed price for areasonable period will surely help the farmers andprocessors.

As this is the time for preparation of budgets ofvarious state governments, let us encourage andmotivate the state governments to put up projects toencourage entrepreneurs and farmer collectives to setup more processing units for coconut. Earmarking anextra incentive of 25% for the units for producingvalue added coconut products over and above the 25%subsidy given through Technology Mission of CDB,an enabling tax regime, say a 0% VAT for the coconutprocessing units atleast for the first five years etc willsurely facilitate establishment of more processing unitsin those states. Another request forwarded to stategovernments is to establish ‘coconut parks’ in districtswith 25,000 or more area under coconut cultivation.More farmers can be attracted to coconut cultivationwith appropriate high yielding and hybrid varieties.Improving the cash flow in the countryside throughthe farmers and farm labourers will surely result inrural prosperity. Many of the untapped areas in thenon traditional states and ‘disturbed districts’ can bebrought under coconut based farming system ensuringsustainable income to the farmers as well as workers.It can create lots of employment opportunities for theyouth in those areas. All these ideas revolve aroundhow successfully we can implement this new andinnovative marketing strategy.

Wish you all a happy and prosperous new year.

Yours sincerely,

T K JoseChairman

Chairman’s Page


Innovative marketing strategies in JnNURM citiesMini Mathew

Publicity Officer, CDB, Kochi

Coconut Development Board(CDB) is a statutory bodyestablished under the Ministry ofAgriculture, Government of Indiafor the integrated development ofcoconut cultivation and industry inthe country with focus onproductivity increase and productdiversification. Recommedingmeasures for regulating imports andexports of coconut and its productsis the major activity under marketpromotion. Adopting measures toget incentive prices for coconut andits products and fixing grades,specifications are also the functionsof marketing wing. Board hasalways been in the forefront indischarging the duties assigned bythe government from time to time.

Since the coconut farmers arebadly affected by the recent pricecrash of coconut, copra andcoconut oil, Board concentrated itsefforts to help the farmers from thissevere crisis in accordance withBoard’s mandate.

Countries with less production ofcoconut have gone long way aheadof India in marketing value addedcoconut products. Sri Lanka withless than 1/6th of the area undercoconut cultivation is exportingcoconut products four times thanthat of India. Philippines, Indonesia,Vietnam and Thailand are the othermajor global players in coconutvalue addition and export.

A major share of the coconut

produced in our country is used formaking copra and coconut oil. Onlya meager share is used forprocessing for value addition. Thereare an array of products that canbe made from coconut. It is hightime that we must change theexisting method of fixing price ofcoconut based on coconut oil price.

It is in this context that themarketing team of the Board istrying to create market for coconutproducts in 63 JnNURM citieswhich come under the JawaharlalNehru National Urban RenewalMission. Let us hope that theseinitiatives will make revolutionarychanges in the coconut sector.JnNURM is a huge mission whichaims at creating ‘economically


productive, efficient, equitable andresponsive cities’ by a strategy ofupgrading the social and economicinfrastructure in cities. During the12th Five year plan period, themarketing team of CDB wouldidentify market for the coconutproduct basket in these 63 cities.The coconut product basketconsists of 10 coconut value addedproducts, viz. packed tendercoconut water, coconut chips,desiccated coconut, virgincoconut oil, ice cream, coconutmilk cream, coconut milkpowder, ball copra, packedcoconut oil and coconut vinegar.

Why the JnNURM cities?

Coconut sector is trying toidentify the immense opportunitiesexisting in the JnNURM cities.Through these novel value addedproducts, Board is trying to delinkthe existing coconut- copra-coconutoil linkage and is attempting tointroduce innovative marketingstrategies. This attempt of theBoard is for establishing a strongmarketing network for coconutbased value added products in theJnNURM cities among the bigbusiness houses and giantcorporates. The newly introducedmarketing team has a catalyst roleto play between consumers andproducers. They will find outdemand for basket of coconutproducts through market studies/surveys/ research in collaborationwith management/ teaching /training institutions. The joint effortswith these institutions will make thejob of marketing team easier forfinding out potential pockets/ urbanmarkets in JnNURM cities. Almost37.7 crores of urban populationresiding in JnNURM cities

comprises of 31.6% of totalpopulation of India and it wouldcontribute about 65% of the GrossDomestic Product (GDP). It isbigger than the US population. It ishoped that the attempt of Boardwould give an impetus to themanufacturing units to reach out toJnNURM cities.

63 important cities of India areincluded in JnNURM. This includes7 metro cities with 4 million pluspopulation, 28 cities which have 1-4million population and 28 cities withless than 1 million population.70% ofthe urban population is estimated tobe living in JnNURM cities. Statecapitals, important tourist centersand pilgrim centers also come underJnNURM cities.

Innovative marketingstrategies

Many innovative and naturalproducts are being introduced tourban consumers in India, exploringthe growing purchasing power ofthe urban middle class. Food habitsare also tilting towards naturalproducts. This is an opportunity forcoconut products to capture theminds of urban consumers. Tendercoconut water and neera in place ofartificial soft drinks, virgin coconutoil in lieu of virgin olive oil, virgincoconut oil based beauty careproducts, edible ball copra andcoconut chips as conveniencesnack items and coconut palm sugarhaving low glycemic index fordiabetic patients are capturing theattention of health consciousconsumers. Compared to the ruralfolks, the urban population has enoughpurchasing power and there exists agood consumer culture whichprovides demand for any goodproduct. Hence natural coconutproducts with good quality willdefinitely have good demand among

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Recommending measures forimproving marketing of coconut andits products and recommendingmeasures for regulating imports andexports of coconut and its productsis the mandate of the marketingteam of CDB. Adopting measuresto get incentive prices for coconutand its products and fixing grades,specifications and standards forcoconut and its products are alsothe functions of MarketingDepartment. The marketing divisionof CDB consists of a team of 6officials working at different metrosand head office but networkedthrough cell phones, internet andvideo conferencing. They cangather relevant data, disseminateinformation using modern systemsof communication and monitor on aregular basis. Two DeputyDirectors (Marketing) at Chennaiand Kolkata and another DeputyDirector at Market Developmentcum Information Center at NewDelhi, a Senior Technical Officer

Marketing Team of CDB

From L to R: Smt. S.Deepthi Nair, Marketing Officer, Shri. Gajram Singh, Deputy Director (Dev), Shri Hemachandra,Deputy Director (Mktg),G.M. Siddarameswara Swamy, Senior Technical Officer (Mktg), Sri. K.S.Sebastian, Asst. Marketing Officer and R.N. Das, Deputy Director (Mktg)

the urban population. Mostlyemployed urban inhabitants preferreadymade foods packed in tins andcans and hence it is sure that thesepackaged products will definitely findgood demand in JnNURM cities.

It is estimated that moreKeralites occupy urban centers inother states too. Majority of themprefer to use coconut and coconutproducts. There are also otherSouth Indian occupants who also

(Marketing) at Bangalore,Marketing Officer and AssistantMarketing Officer at head quarterform the ‘marketing team’ in CDB.Suitable management institutionswill be identified by the team fromJnNURM for taking up marketresearch and surveys. Many of themanagement departments and theirgraduate and post graduatestudents especially thosespecializing in marketing can do alot of studies and projects in themarketing of coconut products. Ourmarketing team will collaboratewith such institutions in these 63cities to estimate a primary demandof coconut products.

Board’s marketing team will becontrolling the market interferenceof Coconut Producers Federationsand their apex body, ProducersCompany.

Marketing team will ensure thequality as well as the uninterrupted

supply of value added productsproduced by Coconut ProducersSocieties and their Federations.Financial assistance will beextended to the projects ofProducer Companies on coconutvalue added products. The team willalso conduct Business 2 Businessmeet as well as Business 2Customer meets in the selectedtowns for the product mix ofcoconut. Marketing team will maketie up with public sector cooperativefederations of various stategovernments. The team will equipthe farmers’ consortium to find outC & F agents, wholesale dealers andestablish a chain of retailers. Goingalong with the existing retail chainsand outlets is also another option tobe explored by the team. Team inassociation with the publicity wingof the Board will participate inexhibitions for promoting thisproduct mix across the urbanconsumers in India.

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prefer using coconut products.Thus the market will be periodicallywidened. It is the responsibility ofthe marketing team to exploit thisopportunity by making available theproducts as per demand.


Awareness creation on thequalities of coconut and coconutproducts

To introduce the coconutproducts, Board may participate orconduct exhibitions in and outsideIndia. Board can also conductbusiness meets to introducecoconut value added products andalso for educating the consumers onits qualities. Major exhibitions inJnNURM cities may be identifiedand Board can participate in thesame.

Trademark: Consumers areconfident on products from reliablesources with good quality.Trademarked items are marketedwell than those which doesn’t havea trademark.

Packaging: Attractive packaging isan important factor. Many productswith attractive packaging and goodshelf life are available in themarkets. Board can work inassociation with Indian Institute ofPackaging. Board has alsopublished books on packaging.

Marketing of Niche Products:There are many popular nicheproducts available in the market. For

example, virgin coconut oil is a valueadded product. Many nicheproducts made from virgin coconutoil like massage oil, products foraroma therapy, virgin coconut oilcapsule, shampoo, facial creamsand skin protective products arecoming to the Indian market fromPhilippines, Thailand, Fiji, Samoaand American countries. We mustcompete with such products andmake it available in all JnNURMcities in all emporiums and shoppingmalls.

Labelling: Consumers are verycautious about the nutrientcomponent of the product. Forexample, if they get informationabout the nutrients and energy theyget from 100 ml coconut water, theycan purchase the product accordingto their requisition.

Role of Coconut ProducersSocieties

One of the major obstacles forthe lack of coconut value addedproducts is the huge working capitalrequired for setting up a single unit.With the timely and apt interferenceof the Board, more than 1869 CPSand 50 Coconut ProducersFederations are formed in coconut

sector. 10 Federations together canform a Producer Company. Thiswould pave the way for thestrengthening of the coconut sector.Working on a group basis wouldbring down individual costs. This willalso benefit the farmers by avoidingthe exploitation of middle men.Hence our farmer collectives mustimmediately take up processing forvalue addition. Board under theTechnology Mission on Coconutis extending 25% financialassistance to eligible entrepreneurs.They can also avail financialassistance from central and stategovernments. Societies will have tomobilize only the balance fund.

New Marketing strategiesduring the 12th Five Year Plan

In the beginning of the 12th FiveYear plan, India lags far behind incoconut processing and export ofvalue added products. Boardthrough the innovative marketingstrategies is planning to ensure thesupply of coconut productsaccording to its demand. At presentthere are only 14 tender coconutprocessing units in India. Accordingto our estimate, if we need tomarket processed tender coconut

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Coconut Palm Sugar - the future hope for diabeticpatients

Coconut products for sale in US supermarket


Role of management institutions in developing new market strategy

water in all the 63 cities, we shouldhave atleast 150-200 units. Wemust have atleast 96 units forcatering to the need of 100%consumers in all metros. At presentthere are only 2 coconut milk units,2 coconut milk powder units, 80desiccated coconut powder units,17 virgin coconut oil units, more than100 coconut oil units and only 4coconut chips manufacturing units.The average coconut productivityof India is 8303 nuts per ha.ie.48nuts per tree. We must accelerateour per palm productivity to 150nuts per tree for making availablethe product mix in all the JnNURMcities. This year’s export turnoverof coconut products have crossedRs. 837 crores. This increase isfrom a very low level of Rs.6 croresin 2004. India too can compete inthe world market if we can makeour export turn over at Rs.5,000crores by the end of this Five YearPlan period.

As per estimates, we must have1795 chips units to cater to 20% ofthe consumers in these cities. In thisregard we should have to produce21,545.52 MT coconut chips fromwhich we can produce 107 million20g packets. It may not be possibleto meet the demand, even if all theCPSs are starting 2 units each.

Board at its TechnologyDevelopment Centre is offeringtraining programmes in coconutchips and coconut vinegarmanufacturing. More CPSmembers have to be trained forproducing good quality labelledproducts in attractive packagingwhich can be marketed with trademarking. The encouragement andfinancial assistance of the state andcentral government is also needed.

Coconut production must beintensified for meeting the demandof these processing units. We mustplant maximum high yielding diseaseresistant hybrid varieties on a largerscale. Coconut ProducersFederations and Companies mustwork in association with variousresearch institutes, AgriculturalUniversities and Colleges havingpost graduate programmes in Lifescience for producing maximumhigh yielding coconut seedlings.

From Coconut ProducersSociety to Consortium

Grape Growers Association ofIndia is the best example of aconsortium well equipped in marketstudy. Coconut GrowersAssociations and CoconutProcessors Consortiums must beformed to work unitedly for makinguse of the latest technologies and

knowhow and for obtainingmaximum assistance from thegovernment.

Like Quilon district in Kerala isfamous for cashew export, Pollachiin Tamil Nadu is keeping ahead intender coconut production. Thefarmers of Pollachi have formedthe Tender Coconut GrowersAssociation and this ensures a fairprice for their produce. Activatedcarbon manufacturers of India haveformed Activated CarbonManufacturers Association and isattending to the needs andaddressing to the problems of itsmembers. These are best examplesthat can be replicated in coconutsector too.

Extension Activities of CDB

Coconut products must be madeavailable in the existing markets inorder to have a steady market forthe value added coconut productsproduced by the Coconut ProducersSocieties. CPS themselves canestablish tie up with existing outletsin and around major cities andpilgrim centers. Establishing retailoutlets would not be a feasible ideaas it requires a huge investment,while many of our farmers won’tbe able to meet the investment cost.Board would also try to marketproducts through the publicdistribution system of stategovernments. Board is makingawareness creation on the goodnessof coconut through both the printand electronic media. Regularreports are appearing in the printmedia and social networking siteson the goodness of coconut. Thisitself is creating consumer demandfor the products.

Since its inception, the Publicitywing of Coconut Development

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Board is creating awareness amongthe farmers and other stakeholders.Through the generic promotionalprogrammes initiated by the Boardsince 2005, coconut products havefound prominent place in theinternational market. This hasresulted in the emergence of manytender coconut processing units.

As a part of product promotionalcampaigns, hoardings and LED billboards are installed across thecountry in major railway stations,Delhi metro stations and touristspots. Advertisements on the healthand medicinal aspects of tendercoconut, coconut oil and othercoconut products are displayed onthe window panels of long distancetrains, bus shelter hoardings inmetro cities, unipole hoardings,traffic booth hoardings and airporthoardings. Upto date information oncoconut and its products are madeavailable through All India Radio.There was also auto branding andKSRTC bus branding in Kerala andhydraulic van branding in Delhi.Awareness creation is made forchildren through programmes forkids and advertisements inchildren’s magazines. Consumptionof tender coconut has increased

created increase in usage andexport of coconut.

The extension activity of theBoard has made an easyacceptance for coconut and itsproducts. Many reputedmanagement institutions have comeup to be associated with the Board.Tie up with other relatedorganisations should also be madeas part of intensifying the productpromotional programmes.

Investors meet and businessmeets can be conducted in different

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parts of the country for identifyingentrepreneurs. The CDB-NAFED‘Palmgate’, a retail outlet ofcoconut products at the head officeof the Board is a good model thatcan be replicated in Board’sregional offices and state centers.Possibility of associating with otherCommodity Boards like Tea Board,Coffee Board and Spices Board canalso be considered and theirproducts too can be marketedthrough joint outlets. Markets maybe created for coconut products incivil supplies stores and departmentstores of the state government.Coconut products need to bemarketed through e-commerce.Producer consortiums should

manifold and acclaimed nationaland international acceptance.These intensifive efforts have

explore the possibility of makingavailable coconut products in retailchains and malls. Market forcoconut related ayurvedic productscan be identified through ‘CareKeralam’ which is promotingayurvedic marketing. Marketchains can also be establishedthrough links with super markets,malls, emporiums and ayurvedicshops.

If the marketing team work withthis vision and mission they couldreach the targeted goal.


A kick start through CDB hits global market

Virgin coconut oil (VCO),extracted from fresh coconut meatwithout chemical processes is saidto be the “mother of all oils”. It isrich in medium chain fatty acids,particularly lauric acid and is atreasure trove of minerals, vitamins,antioxidants and is an excellentnutraceutical. It has about 50%lauric acids, having qualities similarto mother’s milk, thus confirming itsdisease-fighting ability. When lauricacid enters human body it getsconverted to Monolaurin, which hasthe ability to enhance immunity.Several studies have confirmed thatthis compound has the ability to killviruses including herpes andnumerous other bacteria. Itsantiviral effect has the ability toconsiderably reduce the viral loadof HIV patients. The healthbenefits of VCO are second tonone; ranging from speeding upbody metabolism and providingimmunity against a horde ofcommonly prevalent diseases.

Mosons Extractions hasidentified the immense potential ofvirgin coconut oil and is producingbeauty care products using virgin

coconut oil. The products brandedas ‘Indulekha’ is having worldwidedemand. M/s. Mosons Extractions,a 40 year old small scale enterprisestarted as a desiccated coconut

powder manufacturing unit has nowturned into one of the majorproducers of Virgin Coconut Oil.They have availed the financial andtechnical support from CDB underTMOC during 2008-09 fordeveloping the unit. The companyrun by Anwar and his son Fayas,natives of Dharmadom in Tellichery,Kerala, have conqueredinternational markets mainly MiddleEast and European countries.Indulekha’s skin care oil, hair care

oil and white soap have gooddemand across the globe. They arehaving established markets acrossIndia with an annual sales turn overof Rs.300 crores.

Mosons is exporting three lakhvirgin coconut oil bottles in 100mlpacks to gulf countries every month.They are producing 200-250 MTvirgin coconut oil every month. Facepack, face cream and white soapare the other products produced.Mosons is also manufacturing‘Beevees Curry Masala’ in whichdesiccated coconut powder is themain ingredient. RenownedMalayalam actor Mamooty is thebrand ambassador of ‘Indulekhawhite soap’ and actor Jayaram isdoing the advertisement for‘Vayodha’ brand hair care oil whichacts against hair falling and greyingof hair.

Along with the products quality,advertisements helped thepromoters to reach out to the globalmarket. Mosons used to participatein exhibitions across the countryunder CDB’s banner. Mosons ishaving a marketing team who keepobserving the market trends. 180employees are working in Keralaalone and more than 50 employeesare working in Gulf countries tointensify the marketing operations.

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Mini MathewPublicity Officer, CDB, Kochi


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Coconut products consolidate markets in citiesDeepthi Nair. S.

Coconut though classified as anoilseed crop is a horticultural cropthat can be put into multifaceteduses. Though a multitude of valueadded products is possible fromcoconut, the only establishedindustry linked to coconut is thecoconut oil industry and hence thehigh dependence of coconut pricingon the price of edible oils. Coconutpricing is highly dependent on thepricing of coconut oil and copra,which in turn is dependent on theprices of coconut oil in theinternational market and the importof palm oil. India being an edible oildeficient country, import of edibleoils will continue. Stability incoconut prices can be achieved onlythrough concentrated efforts tobreak from this dependence oncoconut oil.

To encourage more industries incoconut sector, CDB has beenorienting its activities towardsproduct diversification byencouraging establishment ofprocessing units under theTechnology Mission on Coconut

(TMOC). More than 200 unitshave been financially supportedunder TMOC. Still, the proportionof value addition undertaken incoconut is limited. Production ofany value added product is not thehurdle in development of foodprocessing. The marketing of theproduct is the major challengeperceived by many small scalepotential entrepreneurs whichinhibits them from taking the surge.Coconut processing units are smalland medium scale in investment andhence cannot afford to engagehighly paid professionals for themarketing of their products. Theexperience of the Board from therecently conducted Entrepreneursmeet in Kochi reveals that themoney involved for initiation ofcoconut processing units is not a biginvestment for entrepreneurs andthere were many willing to makean entry except for the anxieties inmarketing. Extending a confidenceto the entrepreneur regarding theassured market is an important stepand the Board has visualized a new

marketing strategy to achieve this.As a development Board, CDBestimates the demand and identifiespossible outlets and marketingpoints in urban areas which willprovide a customer base and anassured market to the entrepreneur.It is in this context that CDB hasput forth a programme of NewInnovative Marketing Strategies forcoconut products during the 12th

five year plan in addition to itsregular developmental schemes. Itis a programme aimed to encourage,promote and establish markets forvarious value added products fromcoconut in all the cities of India bythe end of the 12th plan.

Objectives of the initiative:

The new innovative marketingstrategy proposed by CoconutDevelopment Board is unique andthe first of its kind. CDB has astrong and well distributedmarketing team placed in thepotential cities of Delhi, Kolkotta,Chennai, Bangalore and Kochi.CDB also has state centres and


regional offices which canundertake market promotionactivities in the cities adjacent. Theobjective of the implementation ofthis new innovative marketingstrategy is to make coconutproducts available in the major citiesof India during the 12th plan period.

The main objectives of the newinnovative marketing strategyare:

! Ensuring fair, reasonable andsteady price to the small andmarginal coconut farmersthroughout the country. Almost98% of the coconut farmers inthe country are small andmarginal farmers having lessthan 2 ha of holding size.

India stands first in productivity,second in production and third inarea under coconut cultivation in theglobal coconut scenario. Butprocessing for value addition,marketing and export, are still at theinfancy stage. Small islandcountries like Srilanka havingcoconut cultivation less than 1/6th

of that of India, production less than1/7th of that of India, have achievedan export turn over of coconutproducts 4 times than that of Indiai.e. from unit area of coconutcultivation, the export of valueadded products in Srilanka is almost24 times that of India.

! Ensuring healthy and naturalfood products to wide range ofurban consumers in India.

Assured market will kick startlarge number of processing unitswhich can ensure fair, reasonableand steady price to the farmers,which will help to boost productivityand production of coconut in thecountry.

Increase in production,productivity, processing andmarketing of coconut and coconutproducts will create more wealth inthe country side and create lot ofnew employment opportunities inrural India.

The coconut with assured priceand potential for processing, muchmore new areas can be broughtunder coconut cultivation/coconutbased farming, in the non traditionalstates like N.E. states and the‘disturbed’ districts of India,wherein large scale ruralemployment generation for youthand women is possible throughcoconut cultivation/coconut basedfarming.

Marketing strategy: The strategywill be

! Make an estimation on themarket demand for the coconutproducts in the major cities

! Establish retailing networks,introduce new products, developniche markets

! Tie up with wholesalers, C&Fagents etc

! Production plan for processedproducts based on marketdemand through initiation of newunits or expansion of existingones

! Common outlets for CommodityBoards, NAFED, cooperativemarketing federations etc withoutadditional infrastructure

! Undertake generic promotion ofthe products from coconut

! Encourage integration ofprocessing units to form productspecific Consortium ofProcessors

! Encourage e-marketing ofproducts through authorized

trading portals

Implementation methodology

i. The target market :

Targeting cities for the promotionof traditional, existing or newproducts provides more chance fordevelopment and establishment ofmarkets since the population inurban centres is more, city folk aremore willing to experiment newproducts rather than rural peopleand cities offer wide range ofexisting infrastructure that can beutilized for establishing retailnetwork without additionalinvestment. An analysis of thepopulation in the major cities as perthe details in Census 2011 statesreveals that there are 53 million pluscities in India ie., with populationmore than a million and 468 citieswith more than a lakh population.The cities of Greater Mumbai, Delhiand Kolkotta have populations morethan 1 crore while Chennai,Bangalore, Hyderabad,Ahmedabad, Pune and Surat havepopulation more than 4 million.There will be a great demand forcoconut products even when apopulation of at least 10% in thesecities is targeted.

Number of cities in India asper Census 2011

Population Number of citiesMore than 10 million 35-10 million 52-5 million 111-2 million 34Total 530.5-1 million 431-5 lakh 372Total 468

ii. Develop and promote a good

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product basket :Coconut had been traditionallyknown for its health attributes andmedicinal qualities and held anintegral part in the social life andreligious customs of the country.But industries based on coconut didnot come up due to lack ofknowledge on the prospects forvalue addition and small scaleprocessing in coconut. The singleindustry that is based on coconut isthe oil industry and hence coconutis perceived by the commonconsumer in terms of the productscopra and oil. In order to break thisnexus of over dependence ofcoconut on copra and oil, CDB hasbeen promoting productdiversification into various valueadded products. CDB has nowplanned to concentrate on thefollowing product basket for marketdevelopment during the 12th planperiod.

Product basket

Tender coconut water coconutchips, virgin coconut oil, dessicatedcoconut powder, coconut milk/milkpowder/ milk cream, ball copra (asedible dry fruit) pure coconut oil foredible purpose, pure coconut oil fornon edible purpose, natural vinegarand coconut ice cream

Board intends to encourage andmotivate many new entrepreneursto produce the products in thebasket through TMOC.

iii. Assessment of demand forcoconut products in thetargeted cities

The demand for coconutproducts in these cities will beassessed in association withManagement training institutions,

marketing departments andstudents. A preliminary estimationdone by the Board reveals thataround 80 crore coconuts arerequired for the production of valueadded products included in theproduct basket sufficient to cater10-25% of the population in the 9mega cities with more than 4 millionpopulation. This forms 5 % of thetotal production of coconut in thecountry. A coverage of 10-25% ofthe population at the minimumconsumption rate of the selectedproducts consumes around 5% ofthe production. This indicates thatmarket development and coverageof consumers to the bare minimumin the selected cities will consumea major proportion of the productionthat the demand for coconut willincrease stabilizing the price for theproduct at any time of the year. Infact enhanced production througharea expansion, scientific cultivationand increasing production andproductivity has to be supplementedto sustain the industry.

iv. Production according to a

marketing plan

With the demand for coconutproducts estimated by the Boardand assured market in place, theBoard would work backwardstowards encouraging establishmentof processing units undertaking theproduction of the basket ofproducts. Coconut is a crop idealfor processing since it is notperishable, does not need a coldchain like fruits and vegetables andtechnology for processing is simpleand accessible for the entrepreneur.Along with this, providing anassured market will attractinvestors.

CDB has developed technologyfor the production of value addedproducts from coconut inassociation with researchinstitutions like CFTRI, DFRL,State Agricultural Universities etc.In order to attract investors, Boardhas also plans to conductEntrepreneur meets in the 4 majorcoconut growing states in SouthIndia with an objective to attractinvestors, of which one meeting has

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Product Estimated investment in lakhs Rs. (capacity

1MT finished product) Tender coconut water 45-50 Coconut chips 40-42 Virgin coconut oil 75-80 Dessicated coconut powder 50-55 Coconut milk/milk powder/ milk cream 60-65

(330-350 for spray dried powder)

Ball copra (as edible dry fruit) 10-12 Pure coconut oil for edible purpose 20-25 Pure coconut oil for non edible purpose 20-25 Natural vinegar 6-7

(100 litre capacity /day)

already been conducted in Kochi onNov, 2nd 2012 and the nextscheduled for 11th January 2013.Board provides financial assistancefor the establishment of units at25% subsidy subject to a maximumof Rs. 50 lakhs. Board has alsoapproached the different StateGovernments in the major southernstates for an additional support of25% for the units, whichGovernment of Kerala has agreedto. CDB intends to promote cottage/small scale units manufacturing theselected product basket. The detailsof estimated investment for theprocessing units manufacturingproducts in the product basket isdetailed below

v. Giving a prominent role toFarmer Collectives inprocessing and value additionCDB has facilitated formation ofgrass root level farmer collectivescalled Coconut ProducersSocieties(CPS) which comprise of40-100 farmers. 15-25 CPS havebeen integrated to form CoconutProducers Federations (CPF). The

vision of the Board is to integrate10 Federations to form a ProducerCompany (PC) with majority shareholding by coconut farmers. CDBintends to involve ProducerCompanies in production of valueadded products from coconut.Producer Companies with 50%equity contribution from memberfarmers and an equivalentcontribution to equity from theCentral and State Governments willenable establishment of a strongindustry in the sector. The Boardhas already formed 1866 CPS in theSouthern states and 48 federationsin Kerala. It is targeted to form 100PCs during the 12th plan period.

Milestones for Producer companies

State 2012-13 2013-14 2014-15 Total Kerala 10 10 10 30 Tamilnadu 5 10 10 25 Karnataka 5 10 10 25 Andhra Pradesh - 5 5 10 Others - 5 5 10 Total 20 40 40 100

vi. Consortium of Processors

Existing manufacturers can bemotivated to enhance theircapabilities, move on to newerenriched products and make themimprove their qualities to adhere tothe food quality standards globally.Integration of processors to form aConsortium or Association ofProducers and formation ofMarketing Companies to undertakeaggressive market promotionalactivities on behalf of theConsortium throughout the targetedcities is envisaged. Already, themanufacturers of activated carbonfrom coconut shell manufacturersin India have formed an association.A consortium of processors willhelp in better production planning inaccordance to market demand. Onestep further, the possibilities of e-marketing will also be exploredthrough the Consortium.

vii. Establishing a retail networkfor coconut and its products inthe selected cities

CDB has the objective to makethe products in the product matrixavailable in the urban centresthroughout the country. A directforward linkage of the unitsproducing the products with the retailend will ensure a shorter supply chainand the producer earning a greater

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share of the consumer rupee. In thiscontext, CDB had decided topromote the marketing of coconutand coconut products in major urbancentres in the country in a phasedmanner. As an initial step it wasdecided to concentrate on the 63JnNURM cities.

The plan of the Board in ensuringavailability of coconut products inthe urban centres of the country isas follows:

Cities to be covered Time ofcompletion

9 metro cities with over4 million population 2012-13Cities with over amillion population 2013-14Remaining JNNURMcities 2014-1550% of towns withpopulation above 1 lakh 2015-16Remaining towns withpopulation above 1 lakh 2016-17

viii. Collaboration and tie upswith marketing /salesinstitutions

Establishing tie ups with institutionalretailing networks like StateMarketing Federations, ConsumerFederations, CooperativeMarketing Federations etc andretail chains like Big bazaar, More,Reliance etc will be undertakenthereby avoiding duplication ofinvestment in infrastructure Theinfrastructure of the retail chain canbe made use of. The addedadvantage is that marketdevelopment is less difficult sinceit can be initiated by catering to thestabilized consumer base the retailchain can offer.

List of Cooperative MarketingFederations in different states

• National AgriculturalCooperative MarketingFederation of India Limited -NAFED

• Tribal Co-operativeMarketing DevelopmentFederation of India Ltd -TRIFED

• Delhi State Civil SuppliesCorporation Ltd

• Maharashtra StateCooperative MarketingFederation - MSCMF

• West Bengal StateCooperative MarketingFederation Ltd - BENFED

• Andhra Pradesh State Co-operative MarketingFederation Ltd - A.P.MARKFED

• The Andhra Pradesh State Civil SuppliesCorporation Limited

• Gujarat State CooperativeMarketing Federation Ltd. -GUJCOMASOL

• Gujarat State Civil SuppliesCorporation Limited

• Gujarat Co-operative Milk Marketing Federation -GCMMF

• Rajasthan state cooperativemarketing federation

• Rajasthan State Foodand Civil SuppliesCorporation limited

• The Kerala State Co-operative MarketingFederation Ltd -MARKETFED

• The Kerala State Co-

operatives Consumers’Federation Ltd -CONSUMERFED

• Kerala State HorticulturalProducts DevelopmentCorporation Ltd.-HORTICORP

• The Kerala State CivilSupplies Corporation -SUPPLYCO

• Horticultural Producers Co-operative Marketing andProcessing Society -HOPCOMS

• Karnataka Food and CivilSupplies Corporation

• Karnataka State Co-Operative MarketingFederation KSCMF

• Tamil Nadu CooperativeMarketing FederationTANFED

• The Tamil Nadu Civil SuppliesCorporation

ix. Collaboration and tie upswith Management/Teaching/Training institutions :

The demand for coconutproducts will be assessed inassociation with Management /Teaching /Training institutions,marketing departments andstudents. Collaboration for conductof market studies, demandassessment, market research,market surveys etc can beundertaken in association with theinstitutions. The findings of thestudies will be vital information forthe processing units to plan theirproduction, packing, to diversifytheir products with differentflavours etc. Diversion of aproportion of the production forvalue addition and processing will

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not only create new demand for theproducts and open up new marketsbut also stabilize prices ensuring thefarmers an enhanced and sustainedincome.

x. Common display cum salesoutlets for Commodity Boards:

There are different commodityBoards functioning under theGovernment of India, dealing withdevelopment of different cropsectors. A common retail outlet forthe display cum sale of the differentvalue added products from thesecrops can be thought of. It willserve in the introduction,familiarization and marketdevelopment of different valueadded products .

xi. Better use of advances ininformation technology :

The Consortium of processorscan very well plan their marketingin an efficient manner utilizing theadvances in information technology.Marketing of their products can bedone with the click of a button on a

computer. Consortium of processorscan undertake e-marketing bygetting registered at a trade portal.Uploading information on theavailability of the products throughtrade portals will not only effectsales but also provide avenues formarket development by providingnew consumers with information onthe products thus developing nichemarkets.

xii. Generic promotion of theproducts in the product matrix:

The various products included inthe product matrix have to bepromoted for increasing marketacceptance. Generic promotion ofthe products will be undertaken byCDB highlighting the nutritionalattributes and other parameters.Promotion of the healthy attributesof pure coconut oil, virgin coconutoil for its therapeutical propertiesagainst a wide range of diseaseslike Alzheimers, Autism etc, coconutchips as a natural snack productwith no food additives, coconut icecream as a dairy free ice cream,

tender coconut water as anenergizer, health drink, natural drinkand freshening drink, vinegar for itsnatural origin etc are ways andmeans by which generic productpromotion is envisaged.

xii. Logistic and supply chainmanagement :

Establishing Consortium ofProcessors and tie ups withestablished retail chains will enablebetter and cheaper logistics.Efficient supply chain managementis possible through better marketingplanning supported by betterproduction planning. Logisticscoordinated under the auspices ofConsortium itself will help inincreasing efficiency.

The implementation of the newmarketing strategy will be closelymonitored and the customerfeedback collected on new productsand existing products. This will bepassed on to the processors formodification of their processing andpackaging. Based on customerreceptiveness, new products or newflavours will be experimented.Niche markets will be developed,like for instance fractionatedcoconut oil, value added virgin oil,chips with butter scotch, chocolateand vanilla flavours etc. Nurturingthe food processing sector byproviding support at all levels willenable establishing of a viable andprofitable coconut based industrywith contributions to the economyof the country, employmentgeneration and rural upliftment. TheBoard looks forward to developinga defined growing market forcoconut products.

Marketing Officer & Member Marketing

Team, CDB, Kochi-11

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Market Potential for value-added Coconut Productsin Indian Cities

Sebastian K.S.

India is a large country with 28States and 9 Union Territories.According to the 2011census thepopulation of India is 121.02 croreswhich makes it the second mostpopulated country in the world.India is home to around one sixthof the world population. India isexpected to become the mostpopulated country in the world by2025. About 68.84 percent of theIndian population lives in the ruralareas and contributing to a mereone third of the GDP. 31.16 percentof the population lives in urbanareas contributing two third of thenational income.

Despite the comparatively lowper capita income in India, thecountry is a highly lucrative marketowing to the presence of a hugenumber of high income grouppopulation. The Indian market isbigger than even some of theadvanced countries. Of the 20 crorehouseholds in India, 50% belong tolow income group, followed by 30%lower middle income group, 12%middle income group, 5% uppermiddle income group and 3% highincome group. The Indian consumeris known for his desire to securethe right value for the money thathe spends on goods. Suchorientation to value has labeledIndians as one of the mostdiscerning consumers in the world.Like Indian consumers, the Indianmarket is also unique. Perhaps, onlyin India, one can see traditional

products marketed side by side withmodern products. For example,broom competes with vacuumcleaner, hair oils with shampoo andtoothpowder with tooth paste.

Even though adequatetechnology is available for theproduction of food articles fromcoconut in India, the fact remainsthat coconut sector is lethargic inadopting the new methods. Barringcoconut oil, desiccated coconutpowder and ball copra, consumershave little knowledge aboutproducts like virgin coconut oil,coconut milk powder, coconut milkcream, coconut chips, packedtender coconut water etc. Surely,these products could gain very goodacceptance among urbanconsumers, if presented in the rightway. Coconut Development Boardis in the process of facilitating theproduction and marketing of thesevalue added products in largequantity commensurate with itsdemand in cities. In the first phase,it is proposed to make availablethese products in the nine citieshaving population of more than 89million as per the census 2011.Though these products can bemanufactured indigenously with thestate of the art technologies, veryfew entrepreneurs have showninterest in the venture. This ismainly because the prospectiveentrepreneurs are not fully awareof the potential of the market.

Extent of the markets to MegaCities

Here an attempt is made toassess the demand for coconutproducts, which are convenient touse and generally acceptable to theurban population. In the initial phasethis exercise is limited to the ninemega cities having population ofmore than 40 lakhs. The totalpopulation in these cities is 8.98crores. The infrastructure requiredfor exploiting this enormous marketpotential is also estimated.

As coconut oil, desiccatedcoconut powder and ball copra arealready having adequateinfrastructure for production, anefficient marketing network tomake available these products in anappealing manner to the urbanconsumers only to be ensured.Since urban consumers are notfamiliar with products exceptcoconut oil, desiccated coconut andball copra, the demand in the megacities has been estimated with theassumption that only 10 percent ofthe population will consume theseproducts(except coconut chips) inthe initial years. However sincechips can be packed and sold in verysmall quantities, packs of 20g(Rs.15/- for 20g pack) can easilymake inroads in the urban market.It is assumed that 25% of thepopulation will receive this productin the very first year of itsintroduction in the mega cities.

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In the initial years 21,546 MT ofcoconut chips will be required forthe mega cities. At least 1800 smallscale units, each with capacity toprocess 500 coconuts per day will

Coconut Chipsbe needed to produce the requisitequantity of coconut chips. TheCoconut Producers’ Societies(CPSs) formed in various coconut

growing states can considerventuring into this activity. Thequantity of coconuts required formaking chips is hardly 2% of thecoconut production in the country.

Estimated demand for coconut chips and the requirement of infrastructure for processing.

Mega Cities Population (in lakhs)

Estimated consumers (in lakhs)

Estimated market (in MT)

Manufacturing units required

(in Nos.)

Quantity of coconuts required

for processing (nos. in crores)

Greater Mumbai 184.14 46.04 4419.36 368 5.52 Delhi 163.15 40.79 3915.60 326 4.89 Kolkata 141.13 35.28 3387.12 282 4.23 Chennai 86.96 21.74 2087.04 174 2.61 Bangalore 84.99 21.25 2039.76 170 2.55 Hyderabad 77.49 19.37 1859.76 155 2.32 Ahmadabad 63.52 15.88 1524.48 127 1.91 Pune 50.50 12.63 1212.00 101 1.52 Surat 45.85 11.46 1100.40 92 1.38 Total 897.73 224.43 21545.52 1795 26.93

Assumption: 20% of the urban population would consume this product @20gms per week. Infrastructure requirementis worked out based on the processing capacity of 500 coconuts per day.

Packed Tender Coconut WaterTender coconut is available in

almost all cities in the country.However due to its bulkiness anddifficulty in disposal of the waste,tender coconut in raw form is difficultto suit consumption particularly onformal occasions. This impedimenthas now been resolved and thisfavourite liquid refreshment is

available in easy portable, convenientand hygienic format to suitconsumption on all occasions. Tendercoconut water has now become themost sought after beverage in Europeand USA. Tender coconut water salesdoubled in the USA and Europeduring 2011. In Indian cities also saleof packed tender coconut is slowly

picking up. If 10% of the city dwellersconsume this product once in a week,the demand for this product in megacities would touch 86,000 kilo litres.To produce this much quantity, 96units with a processing capacity of10,000 tender coconuts per day arerequired and 28.73 crores of tendercoconuts will be needed for the same.

Estimated demand for packed tender coconut water and the requirement ofinfrastructure for processing.

Assumption: 10% of the urban population will consume this product @200ml per week. Infrastructure requirement isworked out based on the processing capacity of 10,000 tender coconuts per day working 300 days in a year.



Estimated market (in KL)


(in Nos.)


for processing (no’s in crores)

Greater Mumbai 184.14 18.41 17677.44 20 5.89 Delhi 163.15 16.32 15662.40 17 5.22 Kolkata 141.13 14.11 13548 15 4.52 Chennai 86.96 8.70 8348.16 9 2.78 Bangalore 84.99 8.50 8159.04 9 2.72 Hyderabad 77.49 7.75 7439.04 8 2.48 Ahmadabad 63.52 6.35 6097.92 8 2.03 Pune 50.50 5.05 4848.00 5 1.62 Surat 45.85 4.59 4401.60 5 1.47 Total 897.73 89.77 86182.08 96 28.73

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Desiccated Coconut PowderDesiccated coconut powder is

obtained by drying ground orshredded coconut kernel after theremoval of brown testa. It findsextensive use in confectioneries,puddings and many other foodpreparations as a substitute to rawgrated coconut. The main uses ofDC are for the confectionaryindustry, as a filling for chocolates

and candies; the bakery industry forbiscuits, cake and nut fillingproducts; direct usage to decoratecakes, biscuits and ice creampreparations and various othersnacks. Desiccated Coconut (DC)is a product which is known to theurban consumers in India. Being aconvenient product for households,it will not be difficult for DC to find

a market of 4300 MT in thehouseholds of mega cities alone. Tomake this product available inconvenient packaging to thedwellers of mega cities, 6 DCmanufacturing units of 2.50MT perday processing capacity is needed.4.31 crores of coconut will need tobe processed for this purposealone.

Estimated demand for Desiccated coconut Powder and the requirement of infrastructure forprocessing.





(in Nos.)




Assumption: 10% of the mega city dwelling families will consume 2.4 kg of DC @200gms per month. Infrastructure requirementfor processing is estimated at the rate of 2.5MT of DC per unit having processing capacity of 25,000 nuts per day.

Coconut Milk PowderCoconut milk powder is a

comparatively new product, whichis a spray dried product similar todairy milk product. Coconut milk

powder if dissolved in water willresult in coconut milk which can be

Estimated demand for Coconut Milk Powder and the requirement of infrastructure for processing





(in Nos.)




Assumption: 10% of the Mega city dwelling family consume coconut milk powder @200gms per month. Infrastructurerequirement for processing estimated in such a way that typical spray dried milk powder unit is having processingcapacity of 1,00,000 nuts per day.

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Coconut Cream

used in place of fresh coconut milkfor food preparations / beverages inhouseholds and food industries. Thisproduct is very convenient to use andis expected to get good acceptabilityin cities. This product could be easily

find a market of 4300MT in the firstyear itself. At present only three unitsare producing this product in thecountry and their combinedprocessing capacity is hardly onelakh nuts per day. There is very good

scope for setting up at least one uniteach in major coconut growing state.8.62 crores of nuts are required tobe processed for meeting thedemand in mega cities alone.

Coconut cream is the processedmilk extracted from fresh maturedcoconuts. Made from the solidkernel of the mature coconut fruit,creamed coconut is a 100% purevegetable product and has noadditives or artificial flavours. It isused in a wide range of foods andcan also be used in the manufactureof bakery products and forflavouring food stuff. Processed

and packed coconut cream has ashelf life of six months. Thisproduct can also generate verygood demand in view of itsconvenience and ease of use. Theurban housewives are sure towelcome this product on account ofthe easiness to use and the releasethat it offers from strenuous gratingand manual processing to users.The annual demand of this product

in the initial years in the mega citiesis to the tune of 4,300 KL. To make4300KL of coconut cream, 4 unitswith installed capacity of 20,000coconuts per day are required. 2.15crores of nuts need to be processedfor this purpose. Except one or twotiny units, no medium or big coconutcream manufacturing unit isoperating in the country. Theproduct which is available in themarket now is imported products.

Estimated demand for Coconut Cream and the requirement of infrastructurefor processing





(in Nos.)




Assumption: 10% of the Mega city dwelling family consume coconut cream @200gms per month. Infrastructurerequirement for processing estimated in such a way that typical coconut cream unit is having processing capacity of20,000 nuts per day.

Virgin Coconut Oil

Virgin Coconut Oil (VCO) isextracted from fresh coconut meat.It is rich in antioxidants andexcellent for cosmetic applications.VCO is used as super fatting agentin soaps. It is also used as a baseoil for lotion, cream, body butter andlip balm formulations. VCO is also

emerging as a nutraceutical andfunctional food, especially incontrolling body weight andpreventing obesity. Demand for thisproduct is gradually increasing inthe country. Only a few units in thecountry are manufacturing thisproduct, which is not sufficient tomeet the growing demand within the

country. If the urban populationuses this product even in a limitedquantity its demand would be 4,300KL per annum. To manufacture thisquantity, 22 units with processingcapacity of 10,000 coconuts per dayare required and about 6 crores nutswill be required annually.

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Estimated demand for Virgin Coconut Oil and the requirement of infrastructure for processing.





(in Nos.)




Assumption: 10% of the mega city dwelling family consume coconut cream @200ml per month. Infrastructure requirement forprocessing estimated in such a way that typical virgin coconut oil unit is having processing capacity of 10,000 nuts per day.

Ball Copra

In India, about 50,000 MT of ballcopra is manufactured annually byslow drying whole mature coconutswith occasional artificial drying.This copra is consumed with sugaror made into chips formanufacturing sweets, etc. Ballcopra is also used for religious andcultural ceremonies as well as fortraditional medicines. In India, thedemand for ball copra comes mainlyfrom areas where coconut cannot

be grown. The usage of ediblecopra in sweets, sweet pan andother packed snacks is growingfast. The ball copra as a dry fruit isnow competing with other dry fruitslike cashew, peanut and almond.Ball copra is mostly made inKarnataka and consumed during thewinters. Earlier consumption anddemand of ball copra was limitedto three months starting fromNovember. With the growth in retail

sector and rising consumption ofpacked snack foods a newdimension has been added to thedemand of ball copra. Theestimated demand from this productin mega cities is to the tune of1,795MT per annum. 60 small scaleedible copra making units with aprocessing capacity of 3 lakhs nutsper annum are required to make1,795MT of ball copra per annum.

Estimated demand for Ball Copra and the requirement of infrastructure for processing





(in Nos.)




Assumption: 10% of the mega city dwelling family consume ball copra @1kg per annum. Infrastructure requirement forprocessing estimated in such a way that typical ball copra unit is having processing capacity of 3, 00,000 nuts perannum.

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Pure Coconut OilCoconut oil is extensively used

as an ingredient in many packagedfoods and in many non-food goods.Because this oil is high in saturatedfats, many food makers arereplacing it with more costlyunsaturated oils. Coconut oil is richin short and medium chain fatty

acids. Lauric acid, the major fattyacid from the fat of the coconut, haslong been recognized for the uniqueproperties that it lends to non-fooduses in the cosmetic and soapindustry. It is extensively used insoap making for its lather andmoisturizing properties and in lotions

and creams. If pure coconut oil ismade available in the cities inconvenient packing it is easy towiden its market in the cities. If themega city dwellers use minimumquantity of coconut oil i.e. 250ml permonth the total demand for coconutoil per annum would cross 5,000MT.

Estimated demand for Coconut Oil and the requirement of infrastructure for processing.

Assumption: 10% of the Mega city dwelling family consume pure coconut oil @250ml per month. Infrastructurerequirement for processing estimated in such a way that typical coconut oil milling unit is having processing capacityof 300 kl per annum.

In urban areas of the countrywhere 37.71 crores (constitutingabout 31.16% of the population)people reside, there is immensescope for marketing coconutproducts in view of the presence oflarge number of middle and higherincome groups. It can bereasonably estimated that the valueadded coconut products in theIndian cities has got a market worthRs.10, 000 crores. The number ofnuts needed to be processed for thepurpose is estimated at 351 croreswhich constitutes only 22 per centof the coconut production in thecountry.

Marketing facilities should bearranged in a time bound mannerduly taking into consideration themarket size for each value addedproduct as well as the physicalinfrastructure required forproducing the needed quantity. It isexpected to be achieved through theactive co-operation of the CPSs,their Federations, the proposed

Producer Companies, individualentrepreneurs and the Co-operativesector and the state governmentinitiatives. As the provision forindividual marketing facilities willrequire additional financial burden,all efforts should be taken to involvevarious agencies already inexistence. Initially, it will be moreprudent to utilize the services of thestate marketing federations,consumer federations, marketingsocieties and other governmentaland non-governmental institutionsfor this. Serious thought may begiven to the formation of aProducers’ Consortium formarketing products. This kind ofarrangements have relevance inview of the fact that the enterprisescurrently in existence as well asthose which are likely to come upin future will be largely in the smallscale sector. Industrial Parks needto be set up in all districts wherecoconut is produced and singlewindow system should be

implemented to help producers toaugment their capacity when themarketing of the value –addedproducts are diversified to smallercities other than the mega cities.Government should also extendpossible tax breaks at least in theinitial years of operation. The mostsuitable strategy is to develop thedomestic market for value-addedproducts in view of the fact that thedomestic prices of such products isthe highest among all the coconutproducing countries. The price ofcoconut will increase in directproportion to the demand for nutson account of the requirement forvalue added products, resulting inhigher prices for farmers. Thetendency of severe price crashesdue to over dependence on thetraditional products viz. copra andcoconut oil can be preventedthrough these efforts.

Assistant Marketing Officer & Member,

Marketing Team, CDB, Kochi-11





(in Nos.)




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Marketing strategy for promotion ofball copra and desiccated coconut

GM Siddarameswara Swamy

Ball Copra: Karnataka is themajor producer of ball copra in thecountry. In Karnataka both big andsmall farmers convert their coconutinto ball copra particularly inTumkur, Hassan, Chitradurga andChikkamagalur districts. In theseregions nearly 60% of the produceis converted into ball copra. It isestimated that nearly 130 thousandmetric tonnes of ball copra isproduced in the state. Trading of ballcopra is through AgriculturalProduce Market Committee(APMC) (Regulated MarketCommittee). Grading of Ball coprais based on quality and size of nut.Small size copra commonly knownas “Sanna” is fetching high price.The quality of ball copra isdetermined based on physicalappearance & moisture content onsubjective observations.

There are six RMC marketsdealing in ball copra trading. TipturAPMC is the major ball copratrading centre and the pricedetermined at this market centrewill be reflected in the othermarkets for fixing the trading price.The other important market placesfor ball copra are Arsikere, Kadur,Turuvekere, Huliyar, Gubbi andTumkur. Trading at these markets

is done through tender followed byopen negotiation. In Tiptur there areabout 200 commissioned agents andabout 100 traders. Most of the ballcopra produced in the state ismarketed through the regulatedmarkets and nearly 80% of theproduce will be exported to theNorthern states. Since timeimmemorial most of the trading isdone individually by the tradersthrough brokers and hence, theactual buyer / importer of ball copraare not aware / disclosed by thetrader and they treat this as verysecret due to many reasons.

The ball copra produced inKarnataka particularly in maidandistricts is highly valued for ediblepurposes which is very sweet intaste. The use of ball copra isinnumerable and is mainly used inpreparation of sweets, bakeryproducts and confectionaries. Thetraditional processing of ball coprais done by storing the well maturedcoconuts for a period of 11-12months in the residential building ofthe farmers called ‘ATTA”. In therecent period the practises has beendeveloped by the farmers for theconstruction of godownsexclusively for storing coconut byproviding sufficient air circulation.

Nearly 80 % of produce ismarketed in up country markets likeDelhi, Ahmedabad, Kolkata, Pune,Rajasthan, Mumbai, Jaipur, Patna,

Nagpur, Cuttack, Indore, Puri,Guwahati, etc.

Strategic solutions formarketing of ball copra

CPS federation/ farmerscommunity based companies/district level societies can take updirect marketing of their produce byavoiding middle men.

Farmers may adopt moderntechnology in fastest processing ofball copra by availing financialassistance under TMOC. Ball coprais considered as a dried fruit whichgenerates heat in human body. Since,ball copra is having medicinal valueit may be promoted in cold andEuropean countries. Technologymay be developed for packing ballcopra in consumer packs – vacuumpacking using polyester laminatedwith polythin cover or metalizedpolyester cover otherwise vacuumpacking using polyester laminatedwith polythin cover or metalizedpolyester cover + filling of nitrogengas will definitely improve the shelflife and also help in avoiding oozingof oil in transit and rancidity.Farmers must be trained inmodernized packaging andencouraged to adopt modernizedpackaging. Board can createthrough awareness publicityprogrammes, seminars andexhibitions depicting the uses of ballcopra.

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Desiccated coconut powder(DC)

In India there are about 135desiccated coconut units producingabout 80,000 metric tonnes whichcould be valued up to 480 crorestaking average cost of DC at Rs.60/- per kg. It is estimated that nearly19.00 lakh coconut is consumedevery day (800 million nuts perannum) by these DC units. Atpresent most of the units areutilizing only 75 % of their installedcapacity.

Nearly 80 % of the productionof DC is consumed in northernstates mainly used by sweet andbakery & biscuit manufacturers andconfectionary industry. It isestimated that only 10 % of theproduction is utilized for culinarypurpose, mostly by south Indianpopulation living in northern states.Desiccated coconut powder ismarketed under various brandsthrough the channel of agents /distributors located in differentplaces. Packing of desiccatedpowder in consumable pack will bemade at the processing units itselfas per the requirement of distributor/ agents. In some cases theconsumable re-packing will be doneby the distributor under variousbrand names.

The major market centres forDC are New Delhi, Mumbai,Ahmedabad, Kolkata, Hyderabad,Ghaziabad, Patna, Ludhiana, Jaipur,Pune, Amritsar, Surat, Nagpur,Jammu, etc. It is understood thatnearly 50 % of the production ismarketed at Delhi and the producemarketed to Amritsar & Jammu isexported to Pakistan and theproduce marketed to Kolkata isexported to Bangladesh.

At present desiccated powdermanufacturing units are facingvarious problems related toavailability of quality raw materialmarketing (competitiveness ofproduct) finance and policy issues.

In Karnataka there are about100 units accounting to produce60,000 MT of DC and contributingabout 75 % of the production inIndia. Tumkur, Mysore, Mandya,Chamarajnagar, Hassan, UttarKannada and Dakshina Kannadaare the major producing areas inKarnataka. Among these nearly 60-65 units are located in and aroundTiptur area.

Since DC manufacturing is highlylabour oriented, emphasis has to bemade to develop improvedtechnologies to mechanize theprocess like de-shelling and peelingto address the skilled labour shortage.Board may support in importing the

In old Delhi, KhariBhoti market is theoldest and mainmarket where theproduct is sold as hotcakes in festiveseasons. Shops arenot one or two, butare as big as 50wholesale and around250 retail shops. Onan average 10,000kgball copra is sold daily.

know how from the other countries.The unit must be kept hygienic withmodern processing facilities for whichBoard may provide financialassistance under the TMOC scheme.ISI or BIS certification should bemade mandatory for ensuring bestquality. Each unit should be equippedwith quality control laboratory. Thequality of Indian DC must be equalledwith international standards so that theIndian DC can be competitive ininternational markets. In order topromote export of DC and competewith international price, exportincentives and subsidies may beprovided under the admissibleschemes for export promotion.Technology or know how may bedeveloped from other countries forutilization of matured coconut waterwhich is drained as a waste in dc units.

Senior Technical Officer & Member,

Marketing Team, CDB, RO, Bangalore

Ball Copra enjoys a premier status inthe dry fruit market in North India

price reveals the future potential ofthe produce in dry fruit market.Some of the wholesalers also sellthe DC powder in 25kg bags.

The retail price of ball copracommonly known as Bombaycopra, Tiptur copra etc, ranges formRs.80 to110 per Kg where the valueaddition is 8-12 times. This premium

Ball Copra displayed for sale in Khari Bhotimarket, New Delhi

Theme Article


Remany Gopalakrishnan

Bindied Tender Coconuts, Conquering Markets

It was in 1995, the trio P.SekarParthasarathy, BhadriParthasarathy and P. PrabhakarParthasarathy acquired 78 acres ofland at Annamalai, Pollachi with theintention of starting agribusiness.There was no option before themin selecting the main crop other thancoconut, since it was a period ofresurgence of Pollachi as the hubof agribusiness based on coconut.It was also a time when hybrids fromDeejay farm, Madurai, the pioneerin coconut hybrid production inprivate sector were gainingpopularity in the length and breadthof the country. Therefore theParthasarathy brothers did not haveany choice other than Deejay farmfor sourcing the planting material.They procured 5000 Deejay hybridsand planted in the farm, now known

as BG farm. The DSP farm of theBoard at Mandya was anothersource of tender nut variety ofseedlings. Seedlings of ChowghatOrange Dwarf (COD), which is therecommended variety for tender nutpurpose were procured fromMandya.

Deejay hybrids are well knownfor their bigger nut size, higher watercontent and sweet taste. Theenterprising brothers took a firmdecision that their future businesswould be oriented on marketingtender nuts to major cities whereliterate and health conscioussegments prefer natural healthdrinks. They decided to cash in theopportunity opened before them. BGfarm thus started transportingtender nuts from hybrid palms in1999 i.e. in the fourth year of the

planting and set the record oftransporting tender nuts for the firsttime in truckloads as a businessventure. With the bigger nut size andhigh water content of 700-800 mlper nut, they captured the tendernutmarket. Harvesting of tendernuts is done in bunches by usinghook and ropes. The bunch aftercutting from the stalk is hookedand rolled down slowly from thecrown to the ground withoutcausing damage to the nuts.

One truck load carries 5000tender nuts. The major destinationsare Chennai, Madurai, andTutucorin in Tamilnadu, Mangalorein Karnataka, and Guntur andVijayawada in Andhra Pradesh.Vijayawada is the longestdestination from where BG farmtender nuts travel around 850km.

Success Story


Deejay hybrids are popular fortheir high productivity as well. Thehybrids planted in BG farm give theper palm productivity of 220 nuts peryear. About 60 to 65% of nuts areharvested at the tender nut stage.Last year, BG farm sold 8 lakhtender nuts and 6 lakh mature nuts.Dehusked mature nut weighs on anaverage 770 g and nut with huskabout 1.5kg. On an average, 100nuts give 22 kg copra. Annual saleof tender nuts ranges from 8 to 9lakhs and in some years even more.Sekar, the eldest of the triorecollects that this year, they fetchedthe ever lowest price for tender nut@ Rs.10 per nut, which was Rs.17during the last year.

BG farm is a demonstrationfarm, integrating perennial intercropslike cocoa and nutmeg. 5000 coconuttrees are interspersed with 15000cocoa and 600 nutmeg. Nutmeg andcocoa are the main produces next totender nuts and income from thesecrops is highly encouraging, revealsParthasarathy brothers.

It is high time to act upon

World over craze for tender nutwater is booming up. Many aerateddrink manufactures are venturinginto this field. Enquiries from variouscorners are pouring in on theavailability of tender nut water. Thissituation is a serious point to ponderand is opening vistas for capturingand widening tender nut market. Insouth India, only Tamilnadu ishaving a sizeable extent ofplantations with tender nut variety.The seedlings raised in the DSPfarm of the Board at Mandya sinceits establishment were mostly usedby farmers from Pollachi andCoimbatore. Therefore even Keralais now depending Tamil Nadu fordwarf seed nuts and seedlings. Atfarm gate farmer gets Rs. 10-15/-for tender nut and Rs. 18-20 forseed nut.

What is special with BG farmtender nut?

Nothing, but the logo of big roundred bindi in white background, whichis the trade mark of BG farm. Eachnut is pasted with a sticker logowhich is the brand of BG farmtender nuts. Lots of enquires arereceived for the tender nuts withbindi.The logo has thus become aninevitable trademark of BG farmtender nuts.

Their only concern is that nutsfrom Pondicherry are often mixedby vendors with BG farm nuts.

Farsight brought them successParthasarathy trios are reaping

success from the agribusiness.They could foresee the potential oftender nuts in the country threedecades ago and their business isnow mainly concentrated on thisproduct. They are looking forinnovative marketingtechniques to reach the nicheand untapped markets. Biggersize and heavy weight of tender nuts

often put hurdles in marketing ashouse hold packs. This has to beovercome by finding out alternatemethods. They were attracted bythe plastic cartons carrying grapes,oranges and apples. Why can’t westart packing 6 nuts in plastic cartonsand introduce them in the marketas family packs? Experience in themarketing sector encouraged themto follow the suit of fruit businessand Sekar brothers are nowventuring into the marketing oftender nuts in cartons. Similarlybreaking tender nuts without wastingwater or piercing nut with ease wasanother impeding factor inmarketing tender nuts. Incidentallythey happened to see a small devicedeveloped by a farmer fromUduppi. They took the lead in massmultiplication of this device andmarketing them along with thetender nut sale. The attempt did notgo waste. The product clicked the

BG’s bindied tender nut bunches

Success Story


Tender nut harvesting in the 7th

or 8th month of maturity saves thenutritional requirement of the palmfor 3-4 months and help in theformation of more inflorescence,which in turn results in more perpalm productivity. In the gardenswhere under planting is possiblefarmers invariably should plantdwarf varieties. Likewise in thegardens where replanting andrejuvenation is taking place, farmersshould compulsorily be motivatedfor planting tender nut dwarf varietyor hybrids which can serve both thepurpose.

market and is being sold in tendernut market as hot cakes. There aremany more enterprising andprogressive farmers from Pollachiwho follow the path of BG Farm.Pollachi set another record offorming Pollachi Tender CoconutGrowers Association, the first of itskind in the world.

In the wake of severe price fall,growing tender nut variety is one ofthe best strategies for countering theill effects of price fall either byfetching premium price for tendernuts or by reducing the arrival ofcopra in the market. Board istherefore advocating the farmers touse atleast 25% dwarf seedlingssuitable for tender nut purpose and25 % hybrids which are suitable forboth tender nuts and oil extraction.

A Technology for packing tendernut water is developed by theCoconut Development Board inassociation with Defense FoodResearch Laboratory (DFRL),Mysore. Board, under theTechnology Mission on Coconut(TMOC) extends 25% subsidy for

starting coconut based industrialunits as back ended credit subsidy.In Kerala the Government ofKerala in its budget 2012 hasannounced 25% subsidy over andabove the Board’s subsidy. Tendernut parlours can avail 50 % subsidytowards its establishment cost.

An inevitable shift in strategy

There are only 7 tender nutpackaging unit functioning atpresent in the country. Efforts are,mooted to establish minimum 100units in the country with the help ofprospective entrepreneurs. One unithaving daily processing capacity of10,000 nuts requires 3 M nuts ayear. 100 such units can consume300 M tender nuts annually. This isonly 2 percent of the presentproduction. By starting 5000 tendernut parlours in major cities another

300 M nuts can be made use of, ie.another 2 %. Our aim is to utilizeatleast 25 % of the total productionin the form of tender nuts. Presently15-20% of total production isestimated to be utilized as tendernuts. For producing 600 M nutsannually nearly 20,000 ha undertender nut variety is required. Forthese purpose nearly 35 lakhsseedlings of tender variety isrequired. This warrants planting ofmore tender nut varieties. In theseedling production strategy morefocused attention towards thisdirection is needed. Board is alreadyat it. Similarly research institutionsand Agricultural Universities willalso take the lead in the efforts ofmaking available sufficient quantityof seedlings suitable for tender nutpurpose.

Deputy Director, CDB, Kochi-11

Sign posts to futureKero coco Brazil’s leading coconutwater brand with 43% market sharein Brazil’s off-trade volume. Brazil,of course, is the world’s largestmarket for packages coconut water,and packaged coconut wateraccounting for 67% of juice volumesales in 2010, up from 47% in 2005and 21% in 2003, growing at theexpense of orange juice.

Companies like Fresh FruitIngredients, owners of the Fiestabrand in the Philippines have adiversified portfolio of coconutproducts that are creatingbeachheads across developedmarkets and could create a ‘naturalsports drink’ revolution throughpresence in McDonalds and PizzaHut and strong appeal tosportsmen, women and children.

Euromonitor Internationalsees Coconut water’s rise to beingthe next big thing in soft drinks isinevitable’. MNCs such asPepsiCo, Coca Cola and Nestlehave established a presence in therapidly growing packaged coconutwater market, with Pepsi acquiring

Success Story


The Product Basket fo

Tender Coconut WaterThe water of tender coconut (TCW) is a sterile, nutritious and thirst

quenching health drink. It possesses therapeutic properties. The TCWhas a calorific value of 17.4 per 100gm. TCW is rich in potassium andother minerals. Sugars form an important constituent of the TCW. Theconcentration of sugars in the nut water steadily increases from about1.5 per cent to 5-5.5 per cent in the early months of maturation and thenslowly falls reaching about 2 per cent at the stage of the full maturity ofthe nut.

Desiccated CoconutDehydrated coconut meat in the grated and shredded form isdesiccated coconut (DC). A large number of units in India aremanufacturing DC which is mainly absorbed by the confectioneryand other food industries. DC is also used as a substitute to gratedcoconut in various household preparations. DC is available in differentgrades based on the fineness of the material.

Spray Dried Coconut Milk PowderSpray drying is the best method for the preservation of coconut milk. Spraydried coconut milk powder is reconstituted into coconut milk by adding waterwhich can be used to make various food preparations. The product offersadditional advantages such as less storage space, bulk packaging at reducedcost and longer shelf life. Technology for the manufacture of spray dried coconutmilk powder is available with the Board.

Coconut CreamProcessed and packed coconut cream is a ready-to-use product which caneither be used directly or diluted with water in various edible preparations.Coconut cream when partially defatted is called coconut milk. Coconutcream/ milk is used as an ingredient in household recipes and as a componentof processed foods. Coconut milk/cream is available in pouches, bottlesand tetra packs. Technology for the manufacture of coconut cream isavailable with Coconut Development Board.


Virgin Coconut OilCoconut oil obtained from coconut milk is called virgin coconut oil. Traditional and modernmethods are available, for the manufacture of virgin coconut oil. In the traditional method,milk extracted from grated coconut kernel is boiled to get oil. Of late, the traditional methodhas been partially mechanized using a bridge press and mechanical grater. The modernmethod of extracting oil from fresh coconut kernel is known as wet processing.The virgin coconut oil is considered superior for use as edible oil, hair oil and baby oilbecause of its pleasing aroma and purity. It is applied on the body of babies to protect fromskin troubles. Because of its low FFA content, this oil has a long shelf life.

Coconut ChipsCoconut chips is a ready-to-eat snack food. It is prepared in salted and sweetenedforms. The Central Plantation Crops Research Institute, Kasargod has standardized theprocess for preparation of chips. Coconuts of 9-10 months old are used for the preparationof chips.

Coconut vinegarCoconut vinegar is made from fermented coconut water and is used extensively as a preservativeand flavouring agent in pickles, salads, sauces and many other condiments. Coconut vinegar isalso made from the sap of the coconut tree and is similar to the fresh coconut water. Naturallyfermented coconut vinegar is rich in minerals and vitamins such as beta carotene, calcium, iron,magnesium, phosphorous, potassium and sodium. Raw, unfiltered organic coconut vinegar issimilar to the one that is fermented naturally. Coconut vinegar helps in digestion and improvesthe quality of cooked meat and fish. It is a healthier alternative to synthetic vinegar.

Ball Copra

Ball copra is made by storing unhusked coconuts in a suitable store, which isusually a two-storey brick and mortar building, the floor and the four sides of theupper storey being made of wooden bars spaced two to three inches apart. Fullyripe nuts of twelve to fourteen months are stored in the upper floor of the store.They are frequently stirred and smoked by a slow fire, set under the platform usingcoconut palm waste or cheap firewood. During the period of storage, the waterinside the nuts gets dried up and the kernel gets detached from the shell. The entireprocess takes eight to twelve months. When quite dry, the nuts are husked, theshells are broken with a heavy iron knife and the copra balls removed. The copra isclean, white inside and sweet in taste and is therefore highly priced.

Coconut OilCoconut oil is a unique cooking oil as it contains the short and the medium chainsaturated fatty acids as the major component fatty acids. It finds extensive use inthe food industry due to its characteristics such as easy melting behaviour,resistance to oxidative rancidity, pleasing flavour and good digestibility. Coconutoil has gained importance as a dietary fat because of its high content of lauricacid, the source of monolaurin in the body and 16W content of Omega 6. It canbe used for manufacturing margarine and shortenings. Coconut oil is preferredas a fat in the preparation of filled milk, infant milk powder, ice-cream andconfectionery and bakery products. Because of stable character, coconut oil isthe preferred fat for deep frying.

t for 63 JnNURM cities


Activated Carbon Manufacturers Association forcapturing markets

M.M. Abdul Basheer

Activated Carbon is the newsuccess mantra from coconut shell.It is a crude form of graphite. Theraw material has a very largeinfluence on the characteristics andperformance of activated carbon.Activated carbon can be made frommany substances containing highcarbon content such as coal, woodand coconut shells. Among themactivated carbon from coconut shellis considered best suitable for mostapplications due to its high hardness.. The introduction of Activatedcarbon, a value added product fromcoconut shell was in fact a boon tococonut farmers. This new productcould make 10% increase in theprice of coconut shell.

Today there is a huge demandfor coconut shell based activatedcarbon in the global marketespecially for pollution control, goldpurification, automotive industry andpharmaceutical industry. The globaldemand for coconut shell basedactivated carbon in the recent yearshas been increasing at a rate of 5-9%, particularly in the areas of US,Europe and Japan in the next fiveyears. Though activated carbon canbe made from various kinds ofbiomass, coconut shell basedactivated carbon is reported to besuperior in quality and commands agood price in the internationalmarket. India is recognized as oneof the important suppliers ofactivated carbon to the world

market. The Coconut DevelopmentBoard has supported establishmentof about fifteen activated carbonmanufacturing units, which have acapacity to produce more than 100MT of activated carbon per day.Export of shell charcoal andactivated carbon from India hadearned USD 55 million in foreignexchange in 2010-11. World demandfor activated carbon is expected togrow at five per cent per year,touching 2.0 million tones by 2012-13. More than 15000 people areemployed in this sector.

There are 20 activated carbonmanufacturing units in India and allthese units have together formedtheir consortium called CoconutActivated Carbon ManufacturersAssociation (CACMA).TheAssociation is taking up the issuesof its members on priority basis. TheAssociation is ensuring the farmersa fair price for their produce likeshell and charcoal by avoiding theexploitation by middlemen.Association keeps recording theinternational price and iscoordinating the export price of theproduce. CACMA is also guiding itsmembers on pollution controlmeasurers and for availing thevarious incentives of thegovernment from time to time. Shri.M M Abdul Rasheed, ManagingDirector, Indo German Carbons isthe President of CACMA.

Indo German Carbon Limited(IGCL) is the first Activated Carbonproject of its kind in India.Combining the best of Germantechnology with Kerala's abundantcoconut production to manufactureworld class activated carbon fromcoconut shell. Indo GermanCarbons Limited (IGCL) is aleading international manufacturerand supplier of all kinds of coconutshell based activated carbonproducts and solutions, utilizing thelatest technologies to provide acomprehensive range of carbonproducts for all applications.Located in the industrial hub ofCochin, in South India IGCLexploits the advantages of itsabundant availability of raw materialand the state-of-the-art equipmentsand technology to produce steamactivated carbon from coconut shell.Incorporated in the year 1995, thefirst phase of the plant wascommissioned in 1998 which wasthen the first and the largest worldclass activated carbon plant in India.Driven forward by the ambition tomeet the challenges andrequirements of its customers today,the company underwent rapidexpansion and modifications. Nowafter enhancing the capacity bythree times in a time span of fiveyears, IGCL stands well ahead ofany other manufacturer in the regionin all related aspects.

President, CACMA

Theme Article


Theme Article

Deejay Farm for the best hybrid seedlings

David Lobo, the founder ofDeejay Group, one of the largesthybrid coconut breeding farms inthe country learned from his fatherthat there is only one way to do ajob, the ‘Best Way’.

Inspired by late Prof. AntonyDavis, the pioneer in coconutbreeding, Lobo decided to try hisluck in coconut breeding, Lobo wasdetermined and had blind faith inProf. Antony Davis. He did thedesigning and planning and Lobofollowed what he wanted to do andtoday he has his own hybrids. Loborecollects that it took three to fiveyears time to collect enough plantingmaterial.

The first planting of selectedbreeding stock was done in the year1984 in 80 ha. located nearMadurai in Tamil Nadu, and in thenext three years Deejay hybridseedling project covered an area of

Sona John

200 acres with nearly 10,000 palms.The first hybrid seedling wasproduced in 1990 and with numbersincreasing, there are now more than1.5 million hybrids in the field.

Deejay has developed its owngood mother palms that yield veryearly, yields large nuts and high yield.Its qualities are transferred to thehybrid and this mother palms giveDeejay today the quality of hybridwhich is flowering in one third thetime and yielding three times ofquantity. Over the years Deejay hasdeveloped a unique mother palmwith specific characteristics that actsynergistically in the progeny givingfurther improved productivity to theadvantage of the coconut farmer.Deejay has developed three hybridsnamely Deejay Sampoorna, DeejayPushkala and Deejay Vishwas.

The parental varieties are fromIndia only, many of which are not

in existence now. It is classified intogroups and hence Deejay know thefather and mother of their differentlines they cross and produce thehybrids. The quality of the hybridsis the quality of the mother palmsproduced by Deejay. The father andmother of all mother palms is knownto Deejay. Based on the advice ofProf. Davis, Deejay CoconutProject, used two varieties of dwarfpalms of proven genetic potentialwith the necessary colourcharacteristics for quality control,as the female parent. With regardto the male parent, large numbersof seed material from selectedAndaman Talls, Tiptur Talls,Nagarcoil Talls and West CoastTalls, were procured, planted innurseries, selected for preferredcharacteristics and planted in thecoconut breeding estate in Madurai.

Maximum selection procedureresulted in the best dwarf motherand the best tall father being


retained.Also, by using two dwarfsand four talls, Prof. Davis was ableto ensure that the breeding gardenwould produce hybrids with bettervariability, vigour and capacity.These two factors of rigorousselection and proven geneticmaterial have resulted in the Deejayhybrid palm having excellentproductivity.

Deejay Dwarf as the femaleparent begins to flower within 18months, and produces bunches withlarger coconuts. These advantageshave been absorbed into the Deejayhybrid. Today there are over 10,000dwarf mother palms in the Deejaybreeding programme.

At Deejay Farm, the spathe ismanually opened before it is fullymatured. It is cut and opened, themale flowers are removed and ispollinated at the right time.According to Lobo, if you open thespathe too early, nuts wouldn’t bemature, if you open it late, thepollens will spread. Deejay iscollecting and preserving the polengrains in their own lab.

Deejay’s hybrids are havinghybrid vigour and is performingbetter on the disease front and onthe insect pest front better than thetalls and dwarfs.

Deejay employs modern andscientific methods of recordkeeping, selection procedure,technical inputs, hybridizationtechniques, pollen collection andpreservation and on-goingresearch. Specially developedcomputer software keeps theweekly records and tracks over10,000 individual treeperformances. Deejay’s qualitycontrol lab monitors pollen quality.Trained technical staff isresponsible for the emasculation, forcollecting the male flowers, process,separate and store the pollen as per

need. Harvesting of seed nuts,handling, storage and selectionbefore planting in the nursery isdone by staff with training. AtDeejay, everything possible is done

years in advance. The seedlings aremostly sold in Tamil nadu. Since thedemand for Deejay hybrid seedlingshas outstripped the supply, Deejayhas started new seedling productioncentres, one each in Tamilnadu,Karnataka and Goa. More centreswill be established, to ensure thatthe farmer does not have to wait.Deejay is now producing half amillion seedlings in an year.Deejay’s next year’s productiontarget is one million and in 6-7 yearsDeejay’s targetd yearly productionwould go upto two million seedlings.Most business houses would saythat the purpose of business is profit,but Deejay believes that thepurpose of business is profitthrough service.

Since Deejay’s goal is to helpfarmers to generate more income,David Lobo is planning to ventureinto value addition. A project onproducing coconut palm sugar fromneera at Goa is his immediate futureplan. Lobo is hopeful that thisproject which would be strated inan years time would save thefarmers from the exploitation ofmiddle men. Since tender coconutis having high demand, Deejay is

to ensure that the farmer gets aseedling that is a great hybrid of thehighest quality.

Eventhough Deejay is producinghalf a million seedlings a year,Deejays hybrids are booked two

Deejay Hybrid FieldPerformance

" High yields of 250 plus nutsaverage per annum

" Early flowering in 24 months

" Copra of 200 grams per nut

" Higher Oil content 68%

" 600 ml of sweeter water in thetender coconut

" 43750 Nuts per ha.

" 8750 kgs of copra per ha.

" 5950 kgs of oil per ha

Every adult parent palm ismanually emasculated andpollinated for maximum productivityand every seedling is checked forquality before sale.

David Lobo

Success Story


Deejay Sampoorna

The Deejay Sampoorna Hybridis the result of more than 25 yearsof meticulous scientific expertiseusing the finest breeding stock fromaround the world.

Features

" Ideal general purpose hybrid" Early yielder - first flowering

within 24 months after planting" Large number of nuts - upto 250

nuts per annum per tree

" When harvested for tendercoconuts, yield improves byapprox 30% - 400 tender nuts perannum reported by somecustomers

" The tender coconut at 7 monthscontains 500ml of sweet coconutwater

" Good kernel and copra content -approx. 200grams per nut

" Approx. 8,750 kgs of copra perannum per hectare

" Approx. 5 tonnes of coconut oilper hectare

Deejay Pushkala

This Deejay Pushkala hybrid is theresult of several years of fieldevaluation. These hybrid seedlingsare specially produced for tendercoconut purpose and will be theperfect answer for the ever growingtender coconut market needs. Theseseedlings will be the preferredchoice to supply tender coconuts tothe processing industries.

Features

" Ideal hybrid for tender coconutwater

" Early yielder - flowering within 26months after planting.

" Large number of nuts-350 tendernuts per annum reported bycustomers

" The tender coconut at 7 monthscontains more than 600ml ofsweet coconut water

" Premium selling price for tendercoconuts.

planning for tender coconutprocessing. This project is expecetdto commence in two years time.

Deejay provides after salesservice to all its customers in guidingthem with timely managementpractices and through personal visits

to customer’s farms to identifyshortfalls and to suggest correctiveaction. A detailed managementguide is provided to all customerswhich will serve as a guide as wellas an accurate record ofperformance.

David Lobo believes in the spiritof innovation. He further believes

that a sale is not complete until thecustomer gets the anticipatedbenefits. He ardently believes thathis profit must be the legitimatereward for the services rendered tosociety.

For more details contact:Deejay Group, 3rd Floor,St.Patrick’s Complex, BrigadeRoad, Bangalore 560 025. Phone: +91 80 25583647, 25596909,25596907., Fax : 080 25585405,E-mail : [email protected]

Coconut Development Board,Kochi-11

Deejay Vishwas

The Tall cultivar parent used inproducing the Deejay VishwasHybrid coconut palm is one of thehighest yielding talls growing in sub-optimum conditions.If you wish toproduces more nuts per palm, sweettender coconut water, quality copraand oil.

Features

" Excellent general purpose hybrid" Early flowering and fruiting" Very high yields of nuts per

hectare" Ideal Quantity of 300ml of tender

coconut water" High copra & oil production

Success Story


Coconut in


t in the news


Coconut Producers' Societies and Federations growing in number

States CPS in

formation process

No. of CPS registered

No. of Federations registered

Kerala 2045 1845 49

Tamil Nadu 168 47 0

Karnataka 270 0 0

Andhra Pradesh 185 0 0

Total 2668 1892 49

Formation of CPSs andFederations are gaining momentumin various states. In Kerala 2045CPSs have formed of which 1845are registered with the Board. InTamil Nadu 168 CPS have formedand 47 registered with the Board. InKarnataka and Andhra Pradesh theCPS formation is picking up andexpected to cross 500 shortly.Federation comprising minimum ofCPSs have formed in many districtsof Kerala and so far 49 federationsare registered with the Board.

One coconut=one egg,but for Chinnamma, one coconut=Rs.48

coconut, here is the success story

of a women entrepreneur who

makes Rs.48 from a single coconut.

Smt. Chinnamma from Thrissur

district in Kerala is producing chips

from coconut and is selling this

coconut value added product under

the brand name Coco Snaky.

It was at a time the price of

coconut was very low and they had

difficulty in selling the nuts,

Chinnamma and her husband Joy

decided to try their luck in value

addition. Initially they prepared

training and started to produce

coconut chips under the brand name

Chinnus coconut products.

Chinnamma is making chips

from 300 nuts per day. She is getting

1 kg chips from 10 nuts. Around 20-

25 kg chips are manufactured

everyday. 70% of this is sold in bulk

packing in star hotels. The rest is

packed in 20 gm packs and is sold

@ Rs. 12 per packs. From a single

coconut she is making around 90 gm

chips. Earlier she used to sell the

products in melas and exhibitions

only, but her products are having

good demand now even in foreign

markets. Both Joy and Chinanmma

agree that coconut chips is having

good demand. They are not in a

position to supply the products in

tune with the demand.

While our

coconut farmers

are lamenting that

they hardly get

Rs. 4, the price of

an egg for

honey from coconut milk and

vinegar from coconut water. It was

in 2001 that they came to know

about coconut chips. Immediately

on hearing the same, they took

Coconut in the news


Coconut CountryMaddur, town on the Bangalore-

Mysore highway, has the biggestorganised market for tendercoconuts. Maddur AgriculturalProduce Market Committee(APMC), is the country’s biggestwholesale tender coconut market,and the only organised one of itskind. Located 80 kilometres fromBangalore in the Mandya district, onthe Bangalore-Mysore highway,anywhere between 400,000 and700,000 tender coconuts are tradedhere daily, with the number goingup to 900,000 in summer months.

The market was established in1992, before which the trade intender coconut used to happen inand around smaller markets inMaddur. Earlier, the coconuts usedto be bought directly from farmersand would be sold in Bangalore.After APMC was set up, theystarted getting dispatched to Delhi,Mumbai and Hyderabad as well.Currently, the price is around Rs 10per piece.Prices vary from day today. The coconuts come fromMaddur and adjoining areas such asKollegal, Channarayappattana,Mandya and Pandavpura.

The market was established withthe aim of facilitating an auctionplatform to enable farmers to getbetter prices; but contrary to recentreports, the mechanism in place is“mutual negotiation”, where theprice is arrived at through bargainingbetween the trader and individualseller, with on-the-spot payment incash.

Prices have nearly doubled in thelast five years, from Rs 4-5 pertender coconut to Rs 9-10. Here the

farmers prefer not to auction theirproduce as that would involve thetedious process of grading them intodifferent sizes as well as running therisk of damaging them whileunloading them.

Coconut Development Board, isplaying an active role to play in thepromotion of tender coconuts, andin increasing their popularity. Thecampaign was started in 2004 so thatfarmers could reduce theirdependence on ripe coconuts, usedprimarily to make oil, the prices ofwhich was falling because ofcheaper vegetable oil imports.Farmers could also harvest tendercoconuts in 6 to 7 months, insteadof the longer wait required for thenuts to ripen, which meant theycould earn more. The year 2012-13has been declared the year of tendercoconut by the Govt. of Kerala. Thiscoincided with the increasinginterest globally in tender coconutwater as a health drink.

The Board has just received thego-ahead to set up three coconutbioparks for industries makingcoconut-based products, and is alsosupporting kiosks selling tendercoconut. Globally, interest inpackaged tender coconut water isincreasing, with Coca-Cola buyinga majority stake in Zico, the secondbiggest brand in the market,estimated to be *$350 million. ABusiness Wire report says themarket for coconut water grew 100per cent in 2011, riding on itsnutritional properties such as naturalelectrolytes, and potassium content.

Courtesy: Business Standard,22nd December 2012

The Coconut CrazeWorld over, the demand for

coconut and its products are on theincrease says a report appeared inone of the recent issues of TIMES.Coconut is becoming America’slatest trendy exotic edible, followingthe path of the pomegranate and theberry. From Dandagamuwa, inwestern Sri Lanka, it is send to LosAngeles, 9300 miles away. Thehottest part of the market is coconutwater, sales of coconut-waterdrinks in the U.S. and Europe havedoubled to more than $265 millionin 2011 and are expected to doubleagain in the U.S. this year.

Other parts of the coconut are indemand too. Coconut oil, oncedemonized for its high saturated-fatcontent, has been rehabilitated byresearch extolling its health benefitsand by the popularity of vegan baking.

The rise in demand has beendramatic says the report. In thePhilippines, the governmentestimates that coconut-waterexports quadrupled in the firstquarter of 2012 compared with thesame period in 2011. Across Asia,coconut-oil exports to the U.S. havegrown 3.3% annually over the pastfive years, according to the Asianand Pacific Coconut Community(APCC).

Vita Coco, one of the dominantcoconut-water brands in the U.S.,once bought coconuts only fromBrazil, using a local company toproduce, flash-pasteurize and shipthe juice out in Tetra Paks. Demandwas increasing faster than theycould produce and many a timesVita Coco had to turn down majorretail partners because the productwasn’t going to be available. Nowthe company found new suppliersin Sri Lanka, the Philippines andMexico, and those countries nowprovide a significant share of itscoconuts.

Courtesy: The TIME

Coconut in the news


Coconut CuresCoconut and coconut oil has

always been the subject ofcontroversy. A disturbing trend isthe malicious propaganda andnegative publicity against coconutlinking its consumption withcoronary heart disease in humanbeing. Many studies are nowproving the beneficial effects of themedium chain fatty acids in coconutoil. Now coconut oil rich diet isadvocated even by doctors againstpreventing diabetes, thyroids,Alzheimer’s disease and evenautism.

How Coconut Oil Can HelpAlzheimer Patients

As coconut oil’s use becomesmore accepted and widespread, andas people begin to realize the dangersof the low-fat dietary belief, moretestimonies are appearing in diseaseslike Alzheimer’s. One of the mostwidely published reports is from Dr.Mary Newport as reported by theSt. Petersburg Times. Dr. Newport’shusband had been diagnosed withearly onset of Alzheimer’s. Afterusing drugs that slowed down theeffects of Alzheimer’s, she lookedinto clinical drug trials and found onebased on MCTs that not only slowedthe progression of Alzheimer’s, butoffered improvement. Not being ableto get her husband into one of thesetrials, she began to give him VirginCoconut Oil, and saw incredibleimprovement in his condition. Hebegan taking coconut oil every day,and by the fifth day, there was atremendous improvement. “Hefaced the day bubbly, more like hisold self. More than five months later,his tremors subsided, the visual

disturbances that prevented himfrom reading disappeared, and hebecame more social and interestedin those around him.

Coconut Oil and Diabetes

A study done in 2009 at theGarvan Institute of MedicalResearch in Australia by Dr. NigelTurner and Associate ProfessorJiming Ye demonstrated that a dietrich in coconut oil protects against‘insulin resistance in muscle and fat.A diet rich in coconut oil, which ishigh in medium chain fatty acids,also avoids the accumulation ofbody fat caused by other high fatdiets of longer chain fatty acids ofsimilar calorie content. Thesefindings are important becauseobesity and insulin resistance aremajor factors leading to thedevelopment of Type 2 diabetes.

A study was conducted in 2010to study the effect of saturatedfatty acid (SFA)-rich dietaryvegetable oils on the lipid profile,endogenous antioxidant enzymesand glucose tolerance in type 2diabetic rats. The study concludedthat the type of fatty acid in thedietary oil determines its deleteriousor beneficial effects. Lauric acidpresent in coconut oil may protectagainst diabetes-induceddyslipidemia.

A Healthy Choice for theThyroid

Coconut oil is a saturated fatmade up primarily of medium chainfatty acids. Also known as mediumchain triglycerides (MCTs), mediumchain fatty acids are known toincrease metabolism and promote

weight loss. Coconut oil can alsoraise basal body temperatures whileincreasing metabolism. This is goodnews for people who suffer withlow thyroid function.

Autism Reversed with VirginCoconut Oil

Autism is a developmentaldisability that affects how the brainfunctions, especially in those areasof the brain that control socialability and communication skills.Boys are most likely to developautism, and most children arediagnosed before the age of three.

Rosemarie Rosale live in Lapu-Lapu City, Cebu in Philippines. Herson Homer Ponce Rosales was di-agnosed with autism spectrum dis-order (ASD). Despite behavioraltherapy, Homer showed littleprogress. Then she took him to aspecial school where she was in-troduced to a gluten-free and ca-sein-free diet for the child.

After following the gluten-freeand casein-free diet for almost 10months, his behavior improved, hebecame more manageable, he be-gan to socialize with other kids, couldread and write a little, and talk a lit-tle. She came to know how coco-nut oil could be used to strengthenthe immune system, prevent illness,and improve health. She started giv-ing coconut oil to him every dayand sometimes three times a day.After two months, a dramatic im-provement in his behaviour espe-cially in his speech was noticed.

For more information visit thewebsite of the Board

www.coconutboard.nic.in

Health


Export Opportunities for Coconut ProductsCOCONUT OIL, DESICCATED COCONUT

AND COCONUT FATAgrirom the Romanian company based in Vietnam

starts to import coconut products such as coconut oil,desiccated coconut and coconut fat. Interested partiesmay contact: Ms. Marietta Keri Sales representativeVietnam Tel: 84 (0) 165 931 5073, Email:[email protected], Website: www.agrirom.ro

COCONUT FIBREGTL Company is looking for coconut fibre. Supplies

may directly contact: Ms. Busayawan SantivarangkanaGTL (Thailand) Co., Ltd. 227 Soi Suanplu 6, SouthSathorn Road Thungmahamek, Sathorn Bangkok10120 Thailand Tel: 662-675 4172-8 Fax: 662-6754170-1 Mobile: 08-1814-1248 Email: [email protected].

COCONUT OILA company is looking for crude (unrefined) coconut

oil. Interested parties, please contact: Mr. GilbertoHernandez.

Jose Paiewonsky e Hijos S.R.L. Santiago R.D.,USA Tel: 809-5751512 Ext. 240 Fax: 809-5758553Email: [email protected]

WHITE COPRAWhite copra produced in Indonesia is available for

shipment 4 tons/day. Interested parties, please contact:Mr. Mazuki Chen Jln. Raya Malingping Banyah Km.4Desa Cilangkahan, Kec. Malingping Lebak, Banten42391 Indonesia Tel: 62-818123052 Fax: 62-252-508020Email: [email protected] COCONUT AND COCONUT

MILK POWDER EXPORTERViet Delta Corp. can supply the said products with

good quality and competitive price. Interested partiesmay contact: Ms. Susan Nguyen Export DepartmentViet Delta Corp. 20/5 Dinh Bo Linh, Ward 24 BinhThanh District Ho Chi Minh City Vietnam Tel: 84-8-35114928 Mobile: 84-01689977498 Fax: 84-8-38998085Email: [email protected]

COCONUT WATER AND MILKAn Australian buyer has approached Pacific Islands

Trade & Invest, expressing interest in importingcertified organic coconut milk from the Pacific islands.

The buyer is currently buying in 20 litre containers fromThailand. Product must be certified organic. For furtherdetails contact:Mr. Jeremy Grennell, Pacific Islands Trade & InvestP.O. Box 5407, Sydney, NSW 2000, Australia, Tel:612 9290 2133, Email: [email protected]

COCONUT WOODA company is looking for suppliers of wood of red

coconut and black palmyra (black palm tree) aslumber/timber/ squares/logs/planks with specificationof the thickness: 20/30/40/50 mm, widths: 5 – 15 cm(may be 20 cm), or square: 5x5 6x6 8x8 10x10 cm,Lengths: 1m+, high + medium density, best quality, anddry (AD+KD). Interested parties may contact:Mr. Mathias PfeifhoferEmail: [email protected]

CRUDE COCONUT OILWe are looking for suppliers of long term coconut

water and coconut milk that are not tied up with majorglobal brands. Interested parties may contact: Dr. VinayChand ITC/UNCTAD/WTO Consultant and Presidentfor Marketing Vinay Chand Associates 230, FinchleyRoad London, NW36DJ United Kingdom Tel: 02077945977, Fax: 020 7431 5715 Email:[email protected] Website:www.ruraldevelopment.info Or Mr. Gregory SolomonSenior General Manager-GK Foods Grace Foods(USA), Inc. 3350 SW 148 Avenue, Suite 110 Miramar,Florida 33027 USA Tel: 954-8741608 Fax: 954-8741733 Email: [email protected]

Source: Cocommunity, December 2012

COCONUT MILK BEVERAGEAn Indian entrepreneur is interested in acquiring

the technology for producing and processing coconutmilk beverage.

VIRGIN COCONUT OIL PRODUCTIONA Thai entrepreneur is interested in acquiring the

technology for production of virgin coconut oil. He plansto set up a coconut oil production line with technicalco-operation from technology providers.

Modern Food Processing, December 2012, For further details

visit: www.technology4sme.net

Opportunities


112th Board meeting of CDB

The 112th meeting of theCoconut Development Board washeld on 8th December 2012 atPollachi, Tamil Nadu under thechairmanship of Shri. T K Jose IAS,Chairman, Coconut DevelopmentBoard. Shri. Vasanth Vishu Limaye,Vice Chairman, CoconutDevelopment Board, Prof. G

Balachandran, Chairman, CoirBoard, Dr.D G Bakwad, DirectorHorticulture, Maharshtra, Membersof the Board; Adv. Varkala BRavikumar, Smt. K R Netravathi,Shri. K. Dharmajaran, Shri. RKalaiselvan and Shri. Mani CKappan attended the meeting. Shri.

V V Limaye handed over the landlease agreement of DSP FarmDapoli, Maharastra to Chairman,CDB during the occasion. Themembers visited coconut gardens inPollachi and M/s.Yogic Foods,manufacturer of tender coconutwater in pet bottles.

A view of the meeting. Seen are Shri. K. Dharmarajan, Adv. Varkala B Ravikumar, Prof. G Balachandran, Chairman, CoirBoard, Shri. T K Jose IAS, Chairman, Coconut Development Board. Shri. Vasanth Vishu Limaye, Vice Chairman, Coconut

Development Board, Shri. R Kalaiselvan, Shri. Mani C Kappan, Shri. Sugata Ghose, CCDO and Dr. A.K. Nandi, Secretary, CDB

2nd Investors’ Meet scheduled for 11th January 2013KSIDC in association with

Coconut Development Board,Dept. of Agriculture, Govt. ofKerala and Kerala AgricultureUniversity is organising one dayinvestors meet in coconutprocessing sector on 11th January2013 at Kozhikode. The meet isorganised with a specific purposeof supporting coconut basedinvestors in industrial park atKuttiadi being established byKSIDC. KSIDC has already takenpossession of 135 acres of land atKuttiyadi in Kozhikode forestablishing ‘Kera Park’ and willallot land for potential entrepreneursto start ventures in coconut sector.

The investors meet will be

inaugurated by Shri. K.P. Mohanan,Minister of Agriculture, Govt. ofKerala. Shri. Subrato Biswas IAS,APC, Govt. of Kerala, Shri. TomJose IAS, Managing Director,KSIDC and Shri. T.K. Jose IAS,Chairman CDB will participate inthe meeting.

KSIDC and CoconutDevelopment Board are trying topromote processing units in coconutsector in Kerala. The meet willdiscuss various aspects in coconutindustrial sector viz. value addition,processing, innovative marketingstrategies at national andinternational level support toexporters through Coconut ExportPromotion Council etc. Successfulentrepreneurs in coconut processing

sector will also share theirexperiences.

KSIDC will facilitate theinterested investors fromMalappuram, Palakkad, Kozhikodeand Kannur.

Prospective investors andCoconut Producers’ Federationinterested in participating in the meetmay contact the Executive Director,Kerala State IndustrialDevelopment Corporation(KSIDC), Kochi, Phone: (O): 0484-2321443, Cell: +9198847330785,(Email: [email protected]). Registration shall be on thefirst come first serve basis only andlimited to a maximum of 150delegates.

News


Technology Development Centre -Training programs for Entrepreneurs

The main objective of theTechnology Development Centre ofthe Coconut Development Boardlocated at South Vazhakulam,Aluva, Kerala is to promote theoverall development and growth ofcoconut based industries in thecountry. The activities carried outin TDC area as follows-

a) Conduct of 4 dayEntrepreneurship Developmentprogrammes for Entrepreneurs.

b) Two day training cum ProcessDemonstration on coconutvinegar from matured coconutwater.

c) One day training cum ProcessDemonstration on coconutconvenience foods andminimally processed tendercoconut.

The TDC has a full fledgedNABL accredited Quality Testinglaboratory at South VazhakulamAluva. The laboratory is equippedwith advanced analyticalinstruments and qualified staff asper NABL requirements to carry out

chemical/microbiological tests ofcoconut based products.

The main products coveredunder the training program arecoconut chips, coconut biscuit,coconut burfi, coconut ladoo,coconut pickle, coconut jam,coconut chocolate, coconutlemonade, coconut chutney powder,minimally processed tender coconutand coconut vinegar. During themonth of November 2012 andDecember 2012, TDC hasconducted 6 training programmesin coconut convenience foods for141 persons and to trainingprogrammes for coconut vinegarproduction from matured coconutwater for 14 trainees.

During January to April 2013, theTDC intends to conduct 12 trainingprogrammes for coconutconvenience foods, 6 training forcoconut vinegar and 16 batches forminimally processed tender coconutfor entrepreneurs from the statesof Kerala, Tamil Nadu, Karnataka,Andhra Pradesh, West Bengal and

Assam. The Board can conducttraining programmes in other statesthrough the infrastructure facilityavailable at DSP Farms of theBoard and Krishi Vigyan Kendras.For more details on the trainingprogram, contact: Sree KumarPoduval, Processing Engineer, TechDev Centre, Coconut DevelopmentBoard, South Vazhakulam, Aluva-683105, Ph-0484 2679680

Training programmes in progress at TDC, Vazhakkulam

G.R. Singh awarded Ph.D

Shri Gaj Ram Singh, DeputyDirector (Dev.), CDB, MDIC, Delhiis awarded Ph.D. by the ‘SidoKanhu Murmu University, Dumka,Jharkhand’. His research work wason the topic ‘Globalisation and theeconomy of coconut farmers innorth eastern region, an evaluation’

News


Coconut Development Board,Regional Office Guwahatiorganized a training programme onconvenience foods on coconut from10th to 13th December 2012. Eightparticipants from Greeha LakshmiAtma Sahayak Got, and Kamrupattended this programme. Shri.

Lunghar Obed, Deputy Directorpresented the introductory remarkson coconut and its importance. Smt.Malamoni Hazarika, master trainerdemonstrated preparation ofdifferent coconut products likecoconut chips, jam, biscuits, candy,pickle, coconut oil, coconut water,

squash etc. The trainees werebriefed on market exposure whichincluded packing, labeling,displaying of items and selling oftheir prepared coconut products inthe market. Rajeev P. George,Director, spoke during theconcluding session and distributedcertificates to the trainees.

Women gets trained in coconut convenience food making

The trainees with Smt. Malamoni Hazarika, Master trainer, Shri. L.Obed, Deputy Director andShri. Rajeev P. George, Director, CDB

Mandya women SHGs spearheading towards chips making

Coconut Development Board,DSP Farm Mandya and Departmentof Horticulture, Government ofKarnataka jointly conducted oneday training programme in coconutchips manufacturing at CoconutProcessed ProductsDemonstration–cum Training

Centre, Javaranahalli, Mandya on29th November 2012.The trainingprogramme was inaugurated byShri.M.K.Singh, Farm Manager,DSP.Farm, Mandya. 20 membersfrom DSP Farm, Mandya andanother 20 members fromDepartment of Horticulture and Zilla

Parishad, Mandya participated inthe training programme. During thetraining candidates were trained oncoconut chips making. In additionto that they were also exposed tothe different value added productsof coconut including ball copra drierunit and cup copra drier unit.

The women SHG get trained in coconut chips making

News


Intensive efforts for hybridization in DSP FarmsMYD x WCT, CGD x WCT andCOD x WCT are being produced.Hybrid seedlings produced fromMandya has greater demand insouth India. At present the areaunder coconut cultivation in India is18.95 lakh ha and the requirementof seedlings for new planting in nontraditional areas and traditional areais estimated as 10 million seedlings.However the production fromGovt. sector is only 3.2 millionwhich leads to a wide gap in thedemand and supply. In this situationBoard has initiated measures for increased seedling production fromthe seven DSP Farms with emphasison hybridisation. With this objectiveemasculation of inflorescences iscarried in DSP farms aiming a total

To explore hybrid vigourhybridisation is done in coconut bycrossing dwarf cultivars with tall orvice-versa artificially. Dwarf palmsabove eight years are suitable forhybridisation. The fully maturedinflorence is cut opened and maleflowerers are removed by cuttingspikelet leaving female flowers andcovered with kora cloth bag.Pollination with pollen mixture ofpollen and talc powder in the ratioof 1:9 is sprayed in alternative daysin the morning hours when thefemale flowers reach receptivestage. After the completion offemale phase of 7-12 days thefertilized flowers tips turn black andthe bags are removed. The fertilizedflower develops in to hybridizedseednuts by 11-12 months. From apalm around 80 to 100 hybridizedseednuts and 40 to 50 hybridseedlings can be produced. Hybridseedlings are heavy bearers

producing more than 150 nuts perpalm per annum.

Hybridisationp r o g r a m m ewas initiated inDSP farmMandya in theyear 1990.Subsequentlythe work wasextended toother farms likeNeriamangalamand Abhayapuri. At present

Vegiwada, Pitapally and Kondagaonalso initiated the programme in a trialbasis. So far three lakh hybridseedlings were produced anddistributed from different DSPFarms of the Board. In MandyaCOD x TT, CDG x TT, MYD x TTand MOD x TT and inNeriamangalam MOD x WCT,

emasculation of 24,000. This willincrease the number of hybridseedlings produced in next plantingseason to many fold. Board is nowcollaborating with various collegesand institutions for research projectson hybridisation and hybrid seedlingproduction so as to increasehybridisation at farmers field itself.

News


Board wins the Best display awardAn exhibition to highlight the

achievements and developments ofvarious government departmentsand to create awareness about thenew arrivals, in products as well asservices/ facilities including welfareprogrammes & policies for the

received the award for the ExcellentDisplay. Smt. Krishna Tirat, Ministerof State for Women & ChildDevelopment, Govt. of Indiadistributed the prizes to the winners.

Samples of different brands ofcoconut oil, virgin coconut oil,

desiccated coconut powder, coconutmilk/ milk powder/ milk cream,coconut pickle, jam, packed tendercoconut water, activated carbon,shell charcoal, handicrafts and othercoconut based food & beverage,industrial & household utility itemswere showcased in Board’s stall.Posters highlighting the versatility ofcoconut, goodness of coconut andits products, etc. were also part ofthe display.

Apart from these, publicationson different coconut based valueadded products, their qualities &uses. were distributed to the visitorsto create awareness. Sale ofcoconut oil (KLF Nirmal) was alsoarranged in Board’s stall through M/

Shri. S. Kumaravel, Technical Officer, CDB, receiving the award fromSmt. Krishna Tirat

benefit of the public, NNS MediaGroup, Delhi organized 7th editionof ‘Meri Dilli Utsav 2012’ at PunjabiBagh Stadium, New Delhi from 3rd

to 5th November 2012. The Fair wasjointly inaugurated by Smt. KiranChopra, Director, Punjab KesariGroup of Publications and MahasayDharampal, Chairman, MDHGroup.

Board participated in theexhibition with an objective ofcreating awareness on the healthand nutraceutical values of coconutand its products, their usage in dailylife in accordance to the change inlife style of people especially in ametropolitan city like New Delhi.Coconut Development Board

Awarenessprogramme

An awareness programme onTechnology Mission on Coconut andcoconut pests and diseases washeld on 12th December 2012 atTumkur, Karnataka. Dr. T.I.Mathewkutty, Director, CoconutDevelopment Board, Bangaloreinaugurated the programme andShri.Vishveshwaraiah, President,Coconut Grower’s Association,Turuvekere presided over.Shri.Vijayakumar Hallikeri, DeputyDirector, CDB in his presentationspoke on the importance of valueaddition and TMOC projects. Theprogramme was jointly organised bythe Coconut Development Boardand Coconut Grower’s Association,Turuvekere. 200 farmers andentrepreneurs participated in theprogramme.

s KC Enterprises, New Delhi. TheFair was witnessed by more than40,000 people.

The visitors attracted by thearray of coconut products displayedas they are aware only about thefresh tender coconut, maturedcoconut, coconut oil (as a cosmetic)and desiccated coconut.Clarifications/ guidance on thequeries regarding uses andavailability different value addedproducts were also provided by theBoard’s officials.

Apart from the Board severalcentral and state departments likeNational Small IndustriesCorporation, Coffee Board, CoirBoard, National Commission forWomen and Ministry of Women andChild Development participated inthe fair.

News


Monthly operations in coconut gardensJanuary

Andaman & Nicobar Islands:Irrigate the palms. The frequencyof irrigation and quantity of waterdepends on the type of soil and themethod of irrigation.

Andhra Pradesh: Clean thecrowns of the palms. Search forleaf eating caterpillar and destroythe affected leaves by cutting andburning. Detect the palms affectedby Ganoderma wilt and drench theplant basin with calixin 5 per centor aureofunginsol by dissolving 1 gaureofungin + 1 g. copper sulphatein 5 litres of water. The sametreatment is to be repeated after 15days. Isolate the disease affectedpalm by taking isolation trencharound the palm. The healthy palmsin the immediate vicinity of diseasedpalms should be treated similarlywith the above solution to preventfurther spread of the disease. Ifattack of the mite is noticed, sprayneem oil - garlic - soap emulsion 2percent or azadiractin @ 4ml perlitre or root feed azadiractin @ 7.5ml with equal quantity of water.Under rainfed condition a lightploughing may be done. Startirrigating the palms.

Assam: Continue irrigation. Attendto intercultural operations aroundthe palm. Continue collection ofseednuts from the selected motherpalms and store them in a cool dryplace. Apply pond silt to coconutgarden. Start digging pits of 1m x1m x 1m size in the main field at aspacing of 8m x 8m in squaresystem for transplanting ofseedlings.

Bihar / Madhya Pradesh/Chhattisgarh: Clean the crownsof the palms. Continue irrigation. Ifthere is scarcity of water, adopt dripirrigation. Keep the basins of palmsweed free. Provide shade to thenewly planted seedlings. Mulch thebasins of the palms with driedleaves. Apply tank silt/forest soil/compost in coconut gardens. Applyblitox @ 5g/litre or Dithane M 45@ 2g/litre on the crown andbunches to avoid secondaryinfections due to cold injury.

Karnataka: Irrigate the palmsregularly. Under drip system 60-70litres of water per palm per day maybe given. Raise suitable intercropsunder irrigated conditions. If leafspot disease is noticed spray theleaves with one per cent bordeauxmixture. If the palms are affectedby leaf eating caterpillar cut andburn the severely affected leaves.Spray the underneath of leaves with0.05 m per cent malathion or 0.02per cent dichlorvos. Releaseparasites of suitable stage. If

spraying has been done release theparasites only after 15 days in thepest prone areas. If the attack ofthe mite is noticed, spray neem oil -garlic – soap emulsion 2 percent (20ml neem oil + 20 gm garlic emulsion+ 5 gm soap in 1 litre water) orazadirachtin @ 4ml per litre or rootfeed azadiractin @ 7.5 ml withequal quantity of water. Plough theland and destroy weeds underrainfed conditions.

Kerala/Lakshadweep: Irrigateyoung seedlings and adult palms.Clean the crowns of palms. Cut andremove all the senile andunproductive palms from thegarden. Continue the prophylacticspraying either with bordeauxmixture or any other copperfungicides available in the market.If the attack of leaf eating caterpillaris noticed, spray the under surfaceof affected leaves with 0.02 percent dichlorvos or malathion. Selectmother palms for seednutcollection. Start irrigation. If miteinfestation is noticed clean the

Management


crowns of the palms and spray neemoil - garlic - soap emulsion 2 percentor azadiractin @ 4ml per litre or rootfeed azadiractin @ 7.5 ml withequal quantity of water.

Maharashtra/Goa/Gujarat: Cleanthe crowns of the palms byremoving dead and decaying matter.Spray the crowns with one per centbordeaux mixture if fungal diseasesare noticed. If the attack of leafeating caterpillar is severe, cut andremove all the affected leaves andspray the lower side of the leaveswith 0.05 per cent malathion or 0.02per cent dichlorvos. Releaseparasites only after 15 days ofspraying.

Orissa: Seasonal intercrops may besown. Irrigate coconut and theintercrops. Incorporate greenmanure. Coconut basins may bemulched with coir pith/ husk etc.

Plant protection chemicals maybe applied according to the pest/disease. If the attack of eriophyid

mite is noticed root feedazadirachtin 5 per cent @7.5 mlwith equal quantity of water. Cleanthe crown. Continue othermaintenance operations to theintercrops as well as coconut.

Tamil Nadu/Puducherry: Cleanthe crowns of the palms. If rain isnot received in early January, startthe regular irrigation. Treat the stembleeding affected palms by applyingcoaltar or bordeaux paste afterremoving the affected tissues. Digisolation trenches of 1m deep and50cm wide, 2 meters away from thebase of the palms affected byThanjavur wilt. Apply 5kg neemcake per palm per year. Drench thebasins with 40 litres of one per centbordeaux mixture per palm. Treatthe palms with 100 ml calixin 5 percent through root feeding atquarterly intervals for one year. Inareas where mite infestation isnoticed, spray neem oil - garlic -soap emulsion 2 percent (20 ml

neem oil + 20 gm garlic emulsion +5 gm soap in 1 litre water) orazadiractin @ 4ml per litre or rootfeed azadiractin @ 7.5 ml withequal quantity of water especiallyon the perianth region of buttonsand affected nuts.

Tripura: Irrigate the palms at aninterval of 3-4 days. The basins ofeach palm should be mulched withleaves, to reduce the loss of soilmoisture. Before mulching, drenchthe basins with chlorpyriphos 0.05per cent to avoid the attack oftermites. Provide partial shade tonew plants to protect fromscorching. One per cent bordeauxmixture or any other copperfungicide may be sprayed to protectthe palms from bud rot or leaf rot.

West Bengal: Continue harvestingof nuts. Start irrigating youngseedlings in the field as well as innursery and provide shade. Selectmother palms for seednutcollection.

Management

PITEX 2012Coconut Development Board,

Market Development cumInformation Centre, Delhiparticipated in the 6th edition ofPunjab International Trade Expo(PITEX 2012) held from 6th to 10th

December 2012 at Ranjit Avenue,Amritsar, Punjab. The programmewas inaugurated by Shri Anil Joshi,Minister for Industries, Govt. ofPunjab in the presence of delegatesfrom different organizations,including government officials fromPakisthan.

CDB has been participating inthe event since the last three years

The awareness created by theBoard on the health aspects ofvarious coconut products, valueadded products which are new,convenient & time saving and at parwith the changing lifestyle couldattract more visitors to the Board’sstall. Informative posters on thegoodness of coconut and itsderivatives were displayed in theBoard’s stall. Sale cum display ofcoconut products like packagedtender coconut water, coconut oil,virgin coconut oil, coconut chips andcoconut oil based toiletries weremade in the Board’s stall throughmanufacturers and dealers.

Shri Sukhbir Singh Badal,Deputy Chief Minister, Punjabpresided over the valedictoryfunction of PITEX 2012 on 10th

December 2012. Shri Anil Joshi,Minister for Industries, Punjab wasalso present during the occasion.

The Expo was organized byPHD Chamber of Commerce withthe support of Ministry of Textiles,Ministry of Food Processing,Ministry of MSMEs, NABARD,NSIC and other organizations. Over300 exhibitors, including central andstate government organisationsfrom various parts of India andabroad participated in the event


Market Review - November 2012

Highlights! The price of milling copra, ball copra and coconut oil expressed a

steady trend at all the major markets during the month under report.! The international price of coconut oil expressed a downward trend

during the month under report.

The prices of copra and coconutruled below Minimum support Pricein major producing states andprocurement activities wereinitiated by the Governmentmachinery under Price Supportschemes.

COCONUT OIL

The price of coconut oil quotedat all the major marketing centresin the country expressed a steadytrend during the month underreview.

The monthly average price ofcoconut oil at Kochi was Rs. 6014/- per quintal. The price of coconutoil at Alappuzha market also movedin tune with the price behavior atKochi market. The monthly averageprice was Rs. 6008/- per quintal atAlappuzha market and Rs.6120 atKozhikode market. The prices atKochi, Alappuzha and Kozhikodemarkets were about 3 to 5 percenthigher than the prices prevalent inOctober 2012. It is reported thatthe price of coconut oil remained

more or less steady in Kerala dueto lack of demand from upcountrybuyers.

MILLING COPRA

The monthly average prices ofFAQ copra recorded at Kochimarket was Rs.4144/- per quintal.The monthly average prices of Rasicopra at Alappuzha market wasRs.4036/- and at Kozhikode marketwas Rs.4052/- per quintal. Theprices at Kochi, Alappuzha andKozhikode were about 3 to 4percent higher than that of theprevious month. The procurementoperations under Price SupportScheme have already been initiatedin Tamilnadu and Kerala byTANFED and NAFEDrespectively. The Minimum supportprice of milling copra has been fixedat Rs. 5100/- per quintal for 2012season. A total quantity of 27950MT of copra was procured byNafed through Tanfed in Tamilnaduand 16486 MT was procured inKerala by Nafed through Kerafedand Marketfed. Around 6468 MT

of copra was procured in AndhraPradesh and 3350 MT inLakshadeep.

The monthly average prices ofmilling copra at Ambajipeta marketin Andhra Predesh was Rs.3860/-per quintal compared to Rs. 3923/-recorded during the previous month.

EDIBLE COPRA

The monthly average prices ofRajapur copra at Kozhikode marketwas Rs.5520/- per quintal, whichwas marginally lower compared tothe price in previous month.

The monthly average prices ofball copra at Kozhikode marketaveraged at Rs. 4881/- per quintal.

The monthly prices of ball copraat APMC market, Tiptur, inKarnataka averaged at Rs. 5056/-per quintal in November 2012while it was Rs 5800/- in Bangaloreand Rs. 5057/- in Arsikere.

The Minimum support price ofedible copra has been fixed at Rs.5350/- per quintal for 2012 season.

DRY COCONUT

The monthly average price ofdry coconut was around Rs. 4258/- per thousand nuts at Kozhikodemarket which was marginally lowerthan that of the previous month.

Price behaviour of coconut oil during November 2012

Market Review

Price behaviour of milling copra during November 2012

6050

6008 60005983

60306050

60176000 5992 5980

5900

6200 6200

6100

6200

5500

5600

5700

5800

5900

6000

6100

6200

6300

6400

6500

3-11-12 10-11-12 17-11-12 24-11-12 30-11-12

Kochi Alappuzha Kozhikode

4150 4150

4092

41504180

4125 4108

3800

4046

4100

4050 40504033 4033

4095

3900 3900 3900

3800 3800

3500

3600

3700

3800

3900

4000

4100

4200

4300

4400

4500

3-11-12 10-11-12 17-11-12 24-11-12 30-11-12

Rs.

/Qtl.

Date

Kochi Alappuzha Kozhikode Ambajipeta

Deepthi Nair S.


COCONUT

The monthly average price ofRs.7200/- per thousand nuts fordehusked coconut at Nedumangadmarket remained the samethroughout the month.

Arsikere APMC marketrecorded an average of Rs.5561/-for thousand partially dehusked nutswhich was marginally higher thanthat of previous month.

The monthly average prices ofpartially dehusked coconut atBangalore APMC market was Rs.6686/- which was marginally lowerthan that of previous month.

The monthly average price ofpartially dehusked coconut Grade-1 quality at Mangalore APMCmarket slid to Rs.9524/- perthousand nuts which was marginallylower than that of the previousmonth.

Market PriceCoconut Oil Milling Copra Edible Ball Copra Dry Coconut Partially dehusked

Copra coconut coconut

Rs. / Qtl. Rs. / 1000 nuts Date Kochi Alappu- Kozhi- Kochi Alappu Kozhi- Karkala Kozhi- Kozhi- Tiptur Bang- Arsi- Kozhi- Nedum- Arsi- Bang- Mang-

zha kode (FAQ) zha kode kode kode lore kere kode angad kere lore alore(Rasi (Grade -1)Copra)

3-11-12 6050 6050 5900 4150 4125 4050 3900 5700 5200 5217 5800 5194 3500 7200 5600 6800 9600

10-11-12 6008 6017 6200 4150 4108 4050 3900 5500 4833 4967 5800 5020 3900 7200 5367 6800 9642

17-11-12 6000 6000 6200 4092 3800 4033 3900 5454 4750 4960 5800 5006 5933 7200 5500 6500 9080

24-11-12 5983 5992 6100 4150 4046 4033 3800 5617 4900 5109 5800 5059 4017 7200 5600 6650 9650

30-11-12 6030 5980 6200 4180 4100 4095 3800 5330 4720 5030 5800 5005 3940 7200 5740 6680 9650

Average 6014 6008 6120 4144 4036 4052 3860 5520 4881 5056 5800 5057 4258 7200 5561 6686 9524

Source: Kochi: Cochin Oil Merchants Association and Chamber of Commerce, Kochi - 2, Kozhikode: The Mathrubhumi dailyAlapuzha: The Malayala Manorama daily, Arsikere : APMC, ArsikerePrice quoted for office pass copra at Kozhikode and Rasi copra at Alappuzha markets. NT : No transaction

Market Review

The monthly average price ofcoconut in Assam was Rs.16 pernut while it was Rs.50 at Aizawl inMizoram and Rs.21 at Dimapur inNagaland.

The Government of India hasdeclared the Minimum Support priceof dehusked mature coconut withwater at Rs. 14/- per kg.

TENDER COCONUT

Prices of tender coconut atKochi market ranged from Rs.20-25/- per nut. The monthly averageprice of tender coconut in Assamwas Rs.14 per nut and Rs.18 atDimapur in Nagaland while it wasRs.44 at Aizawl in Mizoram.

INTERNATIONAL PRICE

The monthly average price ofUS $820 per MT for coconut oil inEurope (C.I.F. Rotterdam) for the

month of November 2012 wasabout 9 percent lower whencompared with the price in previousmonth and lower by about 45percent compared to that of thecorresponding month last year. Themonthly average price of US$ 588per MT for copra was marginallylower than that of the previousmonth and about 60 percent lowerthan that of the correspondingmonth last year.

The domestic price of coconutoil during the month of November2012, in Philippines was US$793 perMT and in Indonesia; the price wasUS$725 per MT. The internationalprice of Palm oil, Palm kernel oiland Soybean oil were US$790,US$800 and US$1150 per MTrespectively.

Marketing Officer,Coconut Development Board

Assam Nagaland Mizoram Tripura

Guwahati Nelbari Nagoan Sonitpur Darrang Karimganj Silchar Dimapur Aizawl Agarthala

Mature nuts (in Rs./ nut) 14 20 21 14 17 17 21 21 50 14

Tender Nuts (in Rs./ nut) 10 9 9 16 17 14 20 18 44 13

Ball Copra(in Rs./ Kg. ) 90 130 90 165 95 120 160 120 120 95

Monthly average prices of Mature nut, Tender nut and Ball copra in North Eastern Regionduring the month of November 2012.

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ICJ December 2012 - Coconut Development Board

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