Vol.LVIII No.2 June 2015 Price: Rs.6

Marketing Strategies for and its value added products INDIAN COCONUT JOURNAL Coconut Development Board The Coconut Development Board is a statutory body established Vol. LVIII No. 2 by the Government of for the integrated development of June 2015 Kochi - 11 coconut cultivation and industry in the country. The Board which came into existence on 12th January, 1981, functions Advisory Board under the administrative control of the Ministry of Agriculture, Government of India, with its headquarters at Kochi in Chairman T.K. Jose IAS State and Regional Offices at , Chennai and Guwahati. There are six State Centres situated in the states of Orissa, West Members CVSK Sarma IAS Bengal, Bihar, Maharashtra and Andhra Pradesh and in the B.N. Krishnaiah IAS Union Territory of Andaman & Nicobar Islands. DSP Farms Dr. P. Chowdappa are located at Neriyamangalam (Kerala), Vegiwada (Andhra Dr. K. Ramasamy Pradesh), Kondagaon (Chhattisgarh), Madehpura (Bihar), Editorial Board Abhayapuri (Assam), Pitapalli (Orissa), Mandya (Karnataka), Palghar (Maharashtra) and Dhali (Tamil Nadu) besides a Market Members Development cum Information Centre at Delhi. The Board has Dr. T.I. Mathewkutty set up a Technology Development Centre at Vazhakulam near Dr. K. Krishnakumar Aluva in Kerala. Chief Editor Sugata Ghose Functions Editor r Adopting measures for the development of coconut industry. R. Jnanadevan r Recommending measures for improving marketing of coconut Publicity Officer and its products. r Imparting technical advice to those engaged in Mini Mathew coconut cultivation and industry. r Providing financial and other Sub Editor assistance for expansion of area under coconut. r Encouraging Sona John adoption of modern technologies for processing of coconut and its products. r Adopting measures to get incentive prices for coconut and its products. r Recommending measures for Publisher regulating imports and exports of coconut and its products. r Fixing grades, specifications and standards for coconut and its COCONUT DEVELOPMENT BOARD products. r Financing suitable schemes to increase the production Ministry of Agriculture, Department of of coconut and to improve the quality and yield of coconut. Agriculture and Co-operation, r Government of India Assisting, encouraging, promoting and financing agricultural, Kera Bhavan, Kochi - 682 011, India technological, industrial or economic research on coconut and its Phone : 0484- 2377266, 2377267, products. r Financing suitable schemes where coconut is grown 2376553, 2375266, 2376265 on large scale so as to increase the production of coconut and Fax : 91 - 0484-2377902, to improve its quality and yield and for this purpose evolving Grams : KERABOARD schemes for award of prizes or grant of incentives to growers of E-mail : [email protected] coconut and the manufacturers of its products and for providing [email protected] marketing facilities for coconut and its products. r Collecting Website : www.coconutboard.gov.in statistics on production, processing and marketing of coconut and its products and publishing them. r Undertaking publicity SUBSCRIPTION activities and publishing books and periodicals on coconut and Annual Rs. 60.00 its products. Single Copy Rs. 6.00 The development programmes implemented by the Board under Institutes / Libraries the project Integrated Development of Coconut Industry in India Annual Rs. 200.00 are- production and distribution of planting material, expansion Single Copy Rs. 20.00 of area under coconut, integrated farming for productivity Articles, research papers and letters on different improvement, technology demonstration, market promotion and aspects of coconut cultivation and industry are Information and Information Technology. Under the Technology invited for publication in this Journal. All accepted Mission on Coconut, the programmes implemented by the Board material will be paid for. The Board does not accept are development, demonstration and adoption of technologies for responsibility for views expressed by contributors management of insect pest and disease affected coconut gardens, in this Journal. All remittances and correspondence should be addressed to the Chairman, Coconut development and adoption of technologies for processing and Development Board, Kochi - 682 011. product diversification and market research and promotion. INSIDE

Let’s ‘Make in India’ futuristic coconut products 4 market– an insight and the way forward Vasanthakumar V.C, Renu P. Viswam, Geethika Thomas, Vijayan R 6 Essentials of Marketing K. S. Sebastian 10 Re-orientation of coconut production THEME to meet the demand for value addition Marketing Strategies for R Jnanadevan 13 coconut and its Promotion of Coconut and its value added value added products products- Marketing Strategies G.M. Siddarameswara Swamy 16 Garden city; a hot spot for value added coconut products Simi Thomas 20 North-East India - an emerging Maharashtra- gearing up with hub of value added coconut products value added coconut products Rajat Kumar Pal 27 Rajeev Bhushan Prasad 22 Marketing strategies for coconut Potentiality of coconut value added and it’s value added products in Odisha products in Chennai market E. Aravazhy 28 Lunghar Obed, T.N.Subramanian 23 So Delicious Dairy Free with Prospects of coconut 65 based products 30 value added products in Delhi and NCR Coconut chips : a healthy G.R.Singh, Arun Paul 24 non-fried snack food Awareness creation essential for M.R.Manikantan, T. Arumuganathan, introducing coconut products in Bihar M. Arivalagan, A.C.Mathew and K.B.Hebbar 34 Shyamlal 25 News 37 Hyderabad- a potential market for Market Review - May 2015 43 value added coconut products Jayanath R, Marjana Beegum. K. C. 26 Monthly operations 45

Indian Coconut Journal 5 June 2015 Chairman’s Page

Let’s ‘Make in India’ futuristic coconut products Dear coconut farmers, and agriculture during the last two decades gave us lot of A casual visit to a small super market in our national insights into the potential of coconut and its versatility, capital revealed that around 60 varieties of coconut as we opened our markets for export and import. The products imported from Thailand were occupying their product mix started growing from mere two to more shelves. More than 20 products were made from coconut than two dozen items. At present only 8% of coconut milk alone! Products from Thailand are reaching once in produced in our country is used for producing value a month and the stock is getting over within a fortnight. added products other than copra and coconut oil. We On enquiry it was told that, this shop is unable to supply should increase this to 25% so that value added products these products as per consumer demand. India is having can decide the price movement of coconut to ensure a 10 times more area under coconut and 27 times more fair, reasonable and steady price to coconut farmers. production than Thailand. While a country like Thailand Coconut is no more looked upon with its traditional with such a low area under coconut cultivation and status as an edible oil crop and food crop. Now a days production is able to produce diversified value added it is the raw material for various pharmaceutical, coconut products and is marketing it in Indian capital nutraceutical and cosmeceutical products. The global city, only very few indigenous products are seen in the market is turning to certain specific coconut products. same super market. We need to study and understand the current trends The statistics division of Coconut Development in international markets for various such value added Board was asked to analyze movement of prices of copra products. Let us try to study what is going to happen in and coconut oil during the past three decades in major the next 20-25 years in value added coconut product in markets in the country. This issue of Indian Coconut both domestic and international markets. International Journal is carrying an article containing the result of this trend in product diversification and value addition in analysis. They are trying to study the behaviour of price coconut sector needs to be closely monitored. Thailand, movements of copra and coconut oil, its historic value; a pioneer in value addition in coconut started facing various components like trend (both short term and long shortage of material for processing for value addition. term) price cycles and erratic behaviour of this time-series Recently, a major food processing conglomerate from data of prices. Interesting observations and valuable Thailand, which is making maximum number of insights are obtained through this study. Now they are coconut based products globally, has approached the trying to make future predictions of price movements of Indian Embassy in Thailand to explore the possibility these products using econometric and statistical tools. of tie up with Indian coconut industry for sourcing Along with this, this journal is also carrying data on the coconut from India and also for producing value added availability of value added coconut products (domestic products in India through joint ventures. The Embassy and imported) in various Indian markets, its availability, has conveyed this information to Government of India, country of its origin etc. collected by Regional Offices Ministry of Agriculture and Coconut Development and State Centres of CDB. Board. CP Group is a conglomerate, marketing products We have to keep in mind the changing patterns while in more than 60 countries having a turnover of US$ 12 undertaking coconut cultivation in future. Variety of billion per anum. Even though India is the global leader planting material, value addition, consumption pattern in coconut production and productivity, very few are etc needs to be chosen accordingly. The varieties of aware of our leadership status. International business coconut trees planted and nurtured by earlier farmers experts and consultancy groups in food processing were to suit to the requirements of old times when major sector started recognizing this and advising their clients products from coconut were only copra and coconut oil. to look toward India for their expansion. This could be This was the only objective during those days while a reason for CP Group approaching India for the raw selecting the plating materials. The change in consumer material. International coconut product manufacturers behaviour have led to the innovation of new products are advised by these consultancy firms to approach India, and change in marketing strategies. New technologies particularly south India for sourcing coconut. are developed and versatile uses of coconut products are Australian company, ‘Coyo’ is importing coconut evolved. Along with this, opening up of our economy milk from many countries and is producing and exporting

6 Indian Coconut Journal June 2015 Chairman’s Page coconut milk based products including ice cream and explored. Accordingly, each Coconut Producer Company yoghurt to more than 12 countries including India. ‘So needs to design a product basket of coconut products both Delicious Dairy Free’, a US company, is producing and for the domestic and international markets. Assisting marketing around 65 different products from coconut and equipping the FPOs through facilitation and hand milk! These products are exported to Europe also. The holding them is the role of Coconut Development Board managing director of ‘Big Tree Farms’, world’s largest while formulating innovative marketing strategies. coconut producer and exporter based in , Urban India comes ahead of USA in the order of has shown interest in visiting India looking forward to populous nations. The population of urban India is about expand their base. In short, world leaders in coconut 360 million above the total population of USA, which processing sector are eyeing India for their future approximately is 315 million. If 75% of urban population growth. So what are the indications? We should act fast with better purchasing power is taken into account, it and our entrepreneurs need to be informed, inspired and can be said that our domestic market is bigger than that motivated to take the advantage of home turf and be the of USA. More than 78% of India’s urban population early birds. Let our FPOs also rise up to the situation and are located in the 63 major cities. Our target should be accelerate their pace of functioning. introducing, making available and marketing maximum Who are the stars in coconut value added product value added coconut products in these cities. If the Thai market now and who are going to be the future stars? producers could get hold of the nook and corner of Indian Farmer Producer Organizations (FPO) in coconut sector market, is it not much easier for the Indian producers? need to plan their future strategies in accordance with We need to produce best quality products with attractive these information. Copra and coconut oil are moving packaging for making it available to consumers through away slowly from the main stream and new products innovative marketing strategies. The primary role of this have made their entry. During the last one decade, task rests with FPOs in coconut sector. tender coconut and tender have made a We have already discussed about innovative strong growth record in both domestic and international marketing strategies. Getting to know the consumer markets. In the US market, palm sugar produced from behaviour and market trend and, making available coconut neera has recorded 100% growth rate per annum required products in sufficient quantities in appropriate for the last two years and tender coconut water market locations is very much essential for making it successful. records 100% annual growth continuously for the last Collectives of small and marginal farmers can take the 12 years! Virgin coconut oil, the only product which lead role in this. We need to change to a pattern where has recorded 402% annual growth in export from India products are made in accordance with the market compared to the previous year, was the star of India’s demand and farming is planned accordingly. There export market during last year. While a US based are so many intermediaries between the producers and company is producing 65 coconut milk based products, consumers that farmers are getting much less price even Indian coconut farmers, through the FPOs, can very well when consumers are paying high price. Many avenues explore the possibility of making at least a quarter of the are available now wherein the producer can directly number of such products. market his produces to the consumer. The new initiative Most often, our farmer collectives are not recognizing of Central Government, Online National Agriculture their strength and opportunities. It was from the realization Market (ONAM) is an excellent opportunity to our that the millions of small and marginal coconut farmers farmers to take their product to the national markets. are individually weak and helpless and cannot take up Our FPOs should attempt at directly marketing their greater tasks of aggregation of products and processing products to the consumers using the new opportunity on individual basis; CDB initiated the formation of three of ONAM rather than selling it through intermediaries. tier farmer collectives, the FPOs in coconut sector. FPOs Coconut Producer Companies need to learn modern need to inform, inspire and motivate their members to management techniques for knowing the market and open their eyes to the new realities and make use of the for initiating production and supply of products as per opportunities thrown open in our country. Make in India consumer demand. It is high time that we move away campaign and the new Foreign Trade Polices has to be from the traditional thinking and venture into farming, effectively utilized by our FPOs and other entrepreneurs. keeping these objectives and opportunities in our mind. Studies need to be undertaken on the future course of Let us make the best use of our opportunities. action. The assistances and opportunities available for the farmers and entrepreneurs, the potential of export With regards markets and the opportunities available for exporting coconut products in the new global markets need to be TK Jose Chairman

Indian Coconut Journal 7 June 2015 Theme article

Coconut oil market – an insight and the way forward

Vasanthkumar V.C * Renu P. Viswam # Vijayan R # Geethika Thomas #

oconut is a versatile crop grown all over the Montly Price of copra at Kangayam market world. India, and Indonesia are and six months moving average the major producers of coconut accounting C Copra Monthly Price at Kangayam with 6 months Moving Average for three-fourth of the global coconut production. (1997-2005) India accounts for nearly 31% of global 5000 coconut output. Kerala, Tamil Nadu, Karnataka 4500 and Andhra Pradesh are the leading producers of coconut in the country. Coconut, copra and 4000 coconut oil markets are concentrated in these four 3500 southern states of India. The price of coconut and coconut oil is influenced by many factors viz. 3000 production, global demand, policy decisions of 2500 the government formulated from time to time, 2000 price of other vegetable oils etc. The marketability 1500 Jul Jul Jul Jul Jul Jul Jul Jul Jul Jan Jan Jan Jan Jan Jan Jan Jan Jan Jun Jun Jun Jun Jun Jun Jun Jun Jun Oct Oct and price realization of coconut and coconut Oct Oct Oct Oct Oct Oct Oct Apr Apr Apr Apr Apr Apr Apr Apr Apr Feb Sep Feb Sep Feb Sep Feb Sep Feb Sep Feb Sep Feb Sep Feb Sep Feb Sep Dec Dec Dec Dec Dec Dec Dec Dec Dec Aug Aug Aug Aug Aug Aug Aug Aug Aug Nov Nov Nov Nov Nov Nov Nov Nov Nov Mar Mar Mar Mar Mar Mar Mar Mar Mar May May May May May May May May May products determine the financial security of the 199719971997199719971997199719971997199719971997199819981998199819981998199819981998199819981998199919991999199919991999199919991999199919991999200020002000200020002000200020002000200020002000200120012001200120012001200120012001200120012001200220022002200220022002200220022002200220022002200320032003200320032003200320032003200320032003200420042004200420042004200420042004200420042004200520052005200520052005200520052005200520052005 coconut farmers. The price behaviour of coconut Copra price at Kangayam market 6 Months MA Kangeyam and its products has a profound influence on the Copra Monthly Price at Kangayam with 6 months Moving Average (2006-2015) rural economy of many states of India. 11000 This article is making an econometric analysis 10000 of the price of coconut oil and copra in the last three decades and the farmers are warned on how 9000 to tackle the price fluctuations. Coconut oil is 8000 purely an elastic commodity as every movement 7000 in its production and consumption are reflected 6000 in the price. To analyze the price behaviour, the basic principles of Time Series is used for the 5000 analysis, which comprises of four components 4000 viz. trend, cyclicity, seasonality and irregularity. 3000

The presence of all these factors is clearly visible 2000 Se Se Se Se Se Se Se Se Se Fe Fe Fe Fe Fe Fe Fe Fe Fe Fe Jul Jul Jul Jul Jul Jul Jul Jul Jul Au De Au De Au De Au De Au De Au De Au De Au De Au De No No No No No No No No No Jan Jan Jan Jan Jan Jan Jan Jan Jan Jan Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Jun Jun Jun Jun Jun Jun Jun Jun Jun Jun Oct Oct Oct Oct Oct Oct Oct Oct Oct Apr Apr Apr Apr Apr Apr Apr Apr Apr Apr while observing the price behaviour of the last 200620062006200620062006200620062006200620062006200720072007200720072007200720072007200720072007200820082008200820082008200820082008200820082008200920092009200920092009200920092009200920092009201020102010201020102010201020102010201020102010201120112011201120112011201120112011201120112011201220122012201220122012201220122012201220122012201320132013201320132013201320132013201320132013201420142014201420142014201420142014201420142014201520152015201520152015 three decades. The monthly average and daily Copra price at Kangayam market 6 Months MA Kangeyam price of copra and coconut oil for the last three between price and moving average. While plotting moving decades (decade wise) were taken for analysis averages with periods of 30, 45, 60, 90 and 120 days, it was from three markets in Kerala, viz. Kozhikode, observed that the 120 days period moving average for daily Kochi and and from Kangayam market price and six months moving average for monthly price is most in Tamil Nadu. The market price from 1988 to suitable for interpretation. As a good relationship between 2015 were analyzed based on the comparison copra and coconut oil exists in all the markets, the movement

8 Indian Coconut Journal June 2015 Theme article of price of these products in different markets is 25% of the production. Coconut Producer Companies formed almost alike. by farmer collectives are also setting up coconut value added Even though there were fluctuations production units. Global giants like Vita Coco and C P Group comprising of bullish and bearish phases, are associating with Indian companies in setting up units in ultimately an overall increasing trend is visible in India. Many more companies are in the process of commencing the price of coconut products during this period. production in India, either directly or through joint ventures. The difference of price recorded at two crests Since the main harvesting season in Kerala is from January to and troughs in consecutive cycles is constantly increasing. During the first decade, the lowest Montly Price of copra at Kozhikode market price of Rs.1439/- per quintal for copra at Kochi and six months moving average market was recorded in July 1988, whereas the Copra Monthly Price at Kozhikode with 6 months Moving Average highest price recorded for the same commodity 3500 (1988-1995) in the same market was Rs.3005/- per quintal, in

November, 1991. While the difference between 3000 these two extremes is Rs.1966/- in the first decade, a higher increase in difference is observed in 2500 the next two decades. Similarly, the difference between the price recorded at crests and troughs 2000 in successive cycles is also increasing. Apart from this, there also exists regular cycles. While 1500 examining the wave lengths of these cycles, it can be seen that, even though there were no relation 1000 Jul Jul Jul Jul Jul Jul Jul Jul Jan Jan Jan Jan Jan Jan Jan Jan Sep Sep Sep Sep Sep Sep Sep Sep Nov Nov Nov Nov Nov Nov Nov Nov Mar Mar Mar Mar Mar Mar Mar Mar between these cycles in the earlier stages, the May May May May May May May May cycles in the third decade (2006-2015) depict 198819881988198819881988198819881988198819881988198919891989198919891989198919891989198919891989199019901990199019901990199019901990199019901990199119911991199119911991199119911991199119911991199219921992199219921992199219921992199219921992199319931993199319931993199319931993199319931993199419941994199419941994199419941994199419941994199519951995199519951995199519951995199519951995 a uniform pattern. The difference in periods of Copra price at Kozhikode market 6 Months MA KKD

5000 cycles of two successive increase and decrease Copra Monthly Price at Kozhikode with 6 months Moving Average is more or less uniform, whereas, the length of (1996-2005) cycles during a price increase is three years and 4500 the same during a price decrease is almost two 4000 years. As such, eventhough a fall in price is expected upto August 2016, the prices remained 3500 without much noticeable decrease. Farmer Producer Organizations can stabilize this price 3000 trend through recourse mobilization, procurement 2500 and marketing of products through their three tier farmer collectives. 2000 Seasonality is another factor which is strongly 1500 Jul Jul Jul Jul Jul Jul Jul Jul Jul Jul

visible in the coconut market price. In general, Jan Jan Jan Jan Jan Jan Jan Jan Jan Jan Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Apr Apr Apr Apr Apr Apr Apr Apr Apr Apr coconut prices remain low during the monsoon 199619961996199619961996199719971997199719971997199819981998199819981998199919991999199919991999200020002000200020002000200120012001200120012001200220022002200220022002200320032003200320032003200420042004200420042004200520052005200520052005 season and with the onset of winter season the Copra price at Kozhikode market 6 Months MA KKD

12000 price starts picking up. Based on the monthly Copra Monthly Price at Kozhikode with 6 months Moving Average (2006-2015) price, it can be observed that the highest prices are 11000 recorded during November-December and lowest 10000 prices during May-June. 9000 The close of harvest season in Kerala and Tamil Nadu, sluggishness in tender nut demand 8000 during monsoon and the increasing demand from 7000 upcountry markets for coconut oil during festival 6000 seasons were attributed as the major reasons for 5000 this changing price pattern. Presently, the price 4000 pattern is influenced by various other factors 3000 such as setting up of tender coconut water, virgin 2000 coconut oil and other coconut processing units in Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Tamil Nadu and Karnataka and the increase in the 200620062006200620062006200720072007200720072007200820082008200820082008200920092009200920092009201020102010201020102010201120112011201120112011201220122012201220122012201320132013201320132013201420142014201420142014 usage of tender coconut from the earlier 10-15% to Copra price at Kozhikode market 6 Months MA KKD

Indian Coconut Journal 9 June 2015 Theme article

May and that of Tamil Nadu is from February to Montly Price of coconut oil at Kangayam market June, there is a tendency of recording low prices and six months moving average from December to June while the arrivals are low. The three tier farmer producer organizations can Coconut Oil Monthly Price at Kangayam wth 6 months Moving Average (1997-2005) arrest this price fall or can keep the price steady 9000 through proper coordination. The population of 8000 urban India is higher than the total population of USA and 75% of this urban population is having 7000 better purchasing power. Coconut farmers can tap 6000 this opportunity by introducing maximum value added coconut products in the urban centers of 5000 India. 4000 During these three decades, especially during the period from 1980 to the beginning of this 3000 millennium, randomness in price is visible, as 2000 Jul Jul Jul Jul Jul Jul Jul Jul Jul Jan Jan Jan Jan Jan Jan Jan Jan Jan Jun Jun Jun Jun Jun Jun Jun Jun Jun Oct Oct Oct Oct Oct Oct Oct Oct Oct Apr Apr Apr Apr Apr Apr Apr Apr Apr Feb Sep Feb Sep Feb Sep Feb Sep Feb Sep Feb Sep Feb Sep Feb Sep Feb Sep Dec Dec Dec Dec Dec Dec Dec Dec Dec Aug Aug Aug Aug Aug Aug Aug Aug Aug Nov Nov Nov Nov Nov Nov Nov Nov Nov Mar Mar Mar Mar Mar Mar Mar Mar Mar May May May May May May May May the wave lengths during the periods of increasing May 199719971997199719971997199719971997199719971997199819981998199819981998199819981998199819981998199919991999199919991999199919991999199919991999200020002000200020002000200020002000200020002000200120012001200120012001200120012001200120012001200220022002200220022002200220022002200220022002200320032003200320032003200320032003200320032003200420042004200420042004200420042004200420042004200520052005200520052005200520052005200520052005 and decreasing cycles doesn’t show a uniform Coconut Oil Price at Kangayam (Rs/Qtl) 6 Months Moving Average KGM behaviour. The highest bullish phase recorded in this period is during September 2013 to August Coconut Oil Monthly Price at Kangayam wth 6 months Moving Average (2006-2015) 2014, which is an all time record. The price of 18000 copra in Kozhikode market sky rocketed from Rs.5,887/- per quintal to Rs.11,475/- per quintal 16000 and coconut oil from Rs.8,620/- to Rs.17,524/- per 14000 quintal. Compared with the other bullish phase 12000 in these three decades, the increase from trough 10000 to crest during this cycle is huge and stable. As 8000 a result the difference between the highest and lowest price in the third decade is also high. 6000 Reasons for price fluctuations 4000 2000 Se Se Se Se Se Se Se Se Se Fe Fe Fe Fe Fe Fe Fe Fe Fe Fe Jul Jul Jul Jul Jul Jul Jul Jul Jul Au De Au De Au De Au De Au De Au De Au De Au De Au De No No No No No No No No No Jan Jan Jan Jan Jan Jan Jan Jan Jan Jan Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Ma Jun Jun Jun Jun Jun Jun Jun Jun Jun Jun Oct Oct Oct Oct Oct Oct Oct Oct Oct Two major reasons are attributed to the recent Apr Apr Apr Apr Apr Apr Apr Apr Apr Apr 200620062006200620062006200620062006200620062006200720072007200720072007200720072007200720072007200820082008200820082008200820082008200820082008200920092009200920092009200920092009200920092009201020102010201020102010201020102010201020102010201120112011201120112011201120112011201120112011201220122012201220122012201220122012201220122012201320132013201320132013201320132013201320132013201420142014201420142014201420142014201420142014201520152015201520152015 price variation. Coconut production in the four Coconut Oil Price at Kangayam (Rs/Qtl) 6 Months Moving Average KGM southern states is showing a decreasing trend and contributes to 89% of the country’s total coconut and Hud Hud in 2014, is expected to experience the highest production. The impact on shortage of the produce fall in production in 2014-15. As a result, the processing as a result of this decrease is much higher. Results companies in the state will be forced to procure produce of the statistical survey for concurrent estimation from the neighboring states to meet their production capacity. of production and productivity of coconut in Quite naturally, as per the basic demand-supply theory of India conducted by the Board since 2012-13 also Economics, variations will be evident in price. From 2012 underline this fact. As per the study conducted onwards, diversion of coconut for value added products like during 2014-15, a decrease in production is processed tender coconut water, virgin coconut oil, desiccated estimated in the states of Kerala, Karnataka coconut powder, coconut milk, coconut milk powder etc. is and Andhra Pradesh. Compared to the previous increasing. The change in the consumption pattern of coconut year, production in Kerala is expected to record also catalyzed the steep increase in price during 2013 to 2014. a decrease of 17.48%, while in Karnataka the It is natural to experience a bearish phase for all bullish phase estimated decrease is 4.87%. Even though a slight in each cycle. But, maintaining price stability and wave length increase is estimated in the coconut production of between cycles to the minimum possible extent depend on how Tamil Nadu, compared to the higher production the coconut farmers react to the price behavior. decrease in the state during the previous year, a decrease in coconut production in Tamil Nadu Limitations and Remedial Measures is also observed during 2014-15. The all India As individuals, farmers have limitations in intervening production of coconut in 2014-15 is estimated to into the market, but as collectives, unlimited opportunities are come down by 10% compared to the previous year. awaiting them. The formation of three tier farmer collectives Andhra Pradesh, which was severely affected in coconut sector has gained momentum and is spreading by two successive cyclones, viz. Phailin in 2012 across the country with more vigour and strength. Within a

10 Indian Coconut Journal June 2015 Theme article short span of five years, this movement has reached Montly Price of coconut oil at Kozhikode market in the formation of 7806 Coconut Producer and six months moving average Societies, 580 Coconut Producer Federations Coconut Oil Monthly Price at Kozhikode wth 6 months Moving Average and 35 Coconut Producer Companies. Definitely (1988-1995) these Farmer Producer Organizations (FPOs), 5500 can react and take precautionary steps against the 5000 price fall. Farmers should not get panic and stop selling their entire produce at the available price in 4500 case of false propaganda on price fall. Under the 4000 efficient leadership of FPOs, the farmers should 3500 have a clear plan for procurement and processing and work accordingly so as to control arrival of 3000 produce in the market. 2500 In this scenario, Coconut Producer Companies, 2000 Jul Jul Jul Jul Jul Jul Jul Jul Jan Jan Jan Jan Jan Jan Jan Jan Sep Sep Sep Sep Sep Sep Sep Sep Nov Nov Nov Nov Nov Nov Nov Nov Mar Mar Mar Mar Mar Mar Mar Mar

the upper tier in the FPO has a major role to play. May May May May May May May May

Tapping 1% of the total palms for Neera production, 198819881988198819881988198819881988198819881988198919891989198919891989198919891989198919891989199019901990199019901990199019901990199019901990199119911991199119911991199119911991199119911991199219921992199219921992199219921992199219921992199319931993199319931993199319931993199319931993199419941994199419941994199419941994199419941994199519951995199519951995199519951995199519951995 (tapping 10,000 palms, based on the assumption Coconut Oil Price at KKd 6 months moving average KKD that a company is having 10, 00,000 bearing Coconut Oil Monthly Price at Kozhikode wth 6 months Moving Average palms under it), setting up coconut oil processing (1996-2005) units with capacity of five MT per day, installing 8000 modern copra driers in all the Federations (with the 7000 capacity to process 10,000 nuts per batch), setting up virgin coconut oil units with a capacity of 25,000 6000 nuts per day etc. need to be the immediate target of the the Coconut Producer Companies. Through 5000 this movement, by products such as husk, shell and 4000 coconut water can be effectively used to generate additional revenue to farmers. There is also need 3000 for the companies to cooperate in marketing of 2000

coconut products. Think of a situation where 100 Jul Jul Jul Jul Jul Jul Jul Jul Jul Jul Jan Jan Jan Jan Jan Jan Jan Jan Jan Jan Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Apr Apr Apr Apr Apr Apr Apr Apr Apr Apr

Coconut Producer Companies are formed all over 199619961996199619961996199719971997199719971997199819981998199819981998199919991999199919991999200020002000200020002000200120012001200120012001200220022002200220022002200320032003200320032003200420042004200420042004200520052005200520052005 the country and they plan strategies and execute it Coconut Oil Price at KKd 6 months moving average KKD with good team work. This will definitely change Coconut Oil Monthly Price at Kozhikode wth 6 months Moving Average the scenario and will certainly give a facelift to this (2006-2015) sector. In addition, Companies should also aim at 20000 increasing the productivity of coconut. Agricultural 18000 and management practices shall be planned 16000 accordingly. Since the availability of agricultural 14000 land is scare and costly, increasing productivity is a 12000 better option to increase production. High revenue 10000 can be realized through a marginal increase in the cost of inputs. Availability of good planting 8000 materials is also to be ensured. Companies should 6000 promote local nurseries in each Federation which 4000 can ensure the timely supply of good quality 2000 Jul Jul Jul Jul Jul Jul Jul Jul Jul Jan Jan Jan Jan Jan Jan Jan Jan Jan Jan Oct Oct Oct Oct Oct Oct Oct Oct Oct Apr Apr Apr Apr Apr Apr Apr Apr Apr Apr coconut seedlings to farmers. Taking up good 200620062006200620062006200720072007200720072007200820082008200820082008200920092009200920092009201020102010201020102010201120112011201120112011201220122012201220122012201320132013201320132013201420142014201420142014201520152015 management practices, adopting novel irrigation Coconut Oil Price at KKd 6 months moving average KKD methods and structural changes in coconut cultivation is the need of the hour. will continue with the studies and disseminate the observations This article is an attempt to inform the farmers and information to FPOs on a fortnightly basis. Board about the external forces that create temporary welcomes Research and Educational Institutions to become sluggishness in the coconut markets with vested part of this study. g interest. The objective of the study is to inspire and motivate the farmers and to educate them to *Statistical Officer, #. Statistical Investigators, react accordingly. Statistics section of the Board CDB Cochin-11

Indian Coconut Journal 11 June 2015 Theme article

Essentials of Marketing

K. S. Sebastian , Assistant Director, Marketing, CDB, Kochi-11

he basic function of marketing characteristics that have significant markets, companies can identify is to attract and retain implications for the determination of which segments they might most Tcustomers at a profit. The marketing strategy. effectively compete in and develop failure of many products in the Market segmentation involves strategies suited for that segment. market is often attributed to a lack the division of a diverse market into Once the market segments have of attention to customer needs. It is a number of smaller submarkets been identified, the next important estimated that the cost of attracting that have common features. The activity is the selection of target new customers is about six times objective is to identify groups of markets. Target marketing refers higher than the cost of retaining customers with similar requirements to the choice of specific segments existing ones. Companies recognized so that they can be served effectively. to serve and is the key element in the importance of building It is near impossible to create a marketing strategy. relationships with the customers by marketing mix that satisfies every The aim of evaluating market providing satisfaction and attracting individual’s particular requirements segments is for a company to arrive at new customers by creating added exactly. a choice of one or more segments to value only succeeded in the market. There are many reasons for concentrate on. There are four generic Market segmentation companies to segment their target marketing strategies from markets. It allows companies the which to choose: undifferentiated To implement marketing marketing, differentiated marketing, concepts and satisfy customer needs opportunity to enhance their profits. Many customers are willing to pay focused marketing and customised successfully, different product marketing. offerings must be made to the diverse a premium for products that match customer groups. The technique their needs. Through segmenting Undifferentiated used by marketers to get to grips markets, companies can examine Marketing with the diverse nature of markets growth opportunities and expand is called market segmentation. their product lines. In many Market analysis will occasionally Market segmentation is defined competitive markets, companies reveal no pronounced differences as the identification of individuals are not able to compete across all in customer characteristics that or organisations with similar segments effectively; by segmenting have implications for a marketing

12 Indian Coconut Journal June 2015 Theme article strategy. Alternatively, the cost of a single marketing mix aimed at one developing a separate marketing target(niche) market it is practising Novel Usages mix for different segments may focused/concentrated marketing. outweigh the potential gains of This strategy is particularly meeting customer needs more appropriate for companies with exactly. Under these circumstances a limited resources. A company company decide to develop a single producing packed tender coconut marketing mix for the whole market. water can project their product as the The absence of segmentation is natural sports drink and concentrate called undifferentiated marketing. on the segment ‘athletes’. Companies that lack a marketing orientation may practice Customized Marketing undifferentiated marketing through The requirements of individual lack of customer knowledge. customers in some markets are It’s difficult to escape Undifferentiated marketing is more unique, and their purchasing power pollution but easy to convenient for managers since sufficient to make viable the design get rid of its dullness. they have to develop only a single of a discrete marketing mix for Pond’s Pure White. It has activated carbon, which has the power to take out pollution particles and impurities. So it cleanses your product/marketing strategy. Sugar each customer. Segmentation at this skin from deep within to give you a pollution - free glow. and salt are examples of products disaggregated levels leads to the use that can be marketed effectively of customised marketing. Activated carbon was through an undifferentiated strategy. Positioning prominently used for polution Positioning can be defined as control, gold purification and Differentiated Marketing automotive industry. Activated Specific marketing mixes can the act of designing the company’s offering so that it occupies a carbon’s power to take out be developed to appeal to all or pollution particles and impurities some of the segments when market meaningful and distinct position in the target customer’s mind. has attributed it novel usage in segmentation reveals several cosmoceutical industries too. potential targets. This is called Positioning is essentially that act of linking your product or service to the This would add to the demand differentiated marketing. It is a for this product. popular market targeting strategy solutions that consumers seek and that can be found in sectors as diverse ensuring that, when they think about as cars, hotels and fashion retailing. those needs, your brand is one of the in the market place and high brand A differentiated marketing strategy first that comes to mind. equity generates tangible value for exploits the difference between Positioning is both important and the firm in terms of increased sales marketing segments by designing difficult. It is important because today and profits. Strong brand names can a specific marketing mix for each we live in an over communicated have positive effects on consumer segment. A coconut producer society. Consumers are constantly perceptions and preferences. This company that produce neera might exposed to thousands of marketing in turn leads to brand loyalty where identify life stage based market messages per day. To cut through this satisfied customers continue to segmentation and produce flavoured clutter, a company needs messages purchase a favoured brand. The neera for the kids and carbonated that are simple, direct and resonate impact of strong, positive perceptions neera for the youths and plain neera with the customer’s needs. Failure to held by consumers about top brands for the middle aged customers. gain a position in the customer’s mind means it is difficult for new brands significantly increases the likelihood to compete. Even if the new brand Focused or Concentrated of failure in the market place. performs well on blind tests, this Marketing Branding may be insufficient to knock the Just because a company has Developing a brand is difficult, market leader off the top spot. identified several segments in a expensive and takes time. Brands Strong market leading brands are market, it does not mean that is enable companies to differentiate rarely the cheapest. This is because should serve them all. Some may their products from competitive their superior brand equity means be unattractive or out of step with offerings. The financial value of that consumers receive added value its business strengths. Perhaps companies can be greatly enhanced over their less powerful rivals. Strong the most sensible route would be by the possession of strong brands. brands also achieve distribution to serve just one of the market The concept of brand equity is used more readily and are in a better segment. When a company develops to measure the strength of the brand position to resist retailer demands for

Indian Coconut Journal 13 June 2015 Theme article price discounts. Research into return as a result of heavy development really understand the full benefits of on investment for US food brands and initial promotional costs. The the product until it is on the market supports the view that strong brands strategic objective is to build and they get the chance to experience are more profitable. The number one sales by expanding the market for them. brand’s average return was 18 per the product. The brand objective Product development cent, number two achieved six per will be to create awareness so that consists of seven steps viz. idea cent, number three returned one per customers will become familiar generation, screening, concept cent, while the number four position with generic product benefits. The testing, business analysis, product was associated with a minus six per product is likely to be fairly basic, development, market testing and cent average return on investment. with an emphasis on reliability and commercialisation. The sources of Brands are a source of functionality rather than special new products idea can be internal to information about a product. features to appeal to different the company; scientists, engineers, Through their associated marketing customer groups.| marketers, sales people and communications, they communicate The second stage is marked by designers. Once new product ideas information about a product and a period of faster sales and profit have been developed they need to its benefits which assist consumers growth. Profits may begin to decline be screened in order to evaluate their in making a buying decision. The towards the latter stages of growth commercial value. Once a product associated brand elements also make as new rivals enter the market idea has been deemed worthy of it easier for consumers to identify attracted by the fast sales growth and further investigation, it can be framed products. Brands reduce functional high profit potential. The strategic into a specific concept for testing with risk( that the product does not perform marketing during the growth phase potential customers. Concept testing expectations), financial risk ( that is is to build sales and market share. thus allows the views of customers to not worth the price that is paid) as The strategic focus will be to enter the new product development well as social risk( that the product penetrate the market by building process at an early stage. The buying produces social embarrassment). brand preference. intentions of potential customers are As we have seen already, we live Sales would peak and stabilize a key factor in judging whether any in an over communicated society as saturation occurs. The need for of the concepts are worth purchasing where consumers are faced with a effective brand building is felt most further. proliferation of product choices. To acutely during maturity and brand This stage involves the rationally evaluate all these options leaders are in strongest position to development of the actual product. is impossible, so brands make resist to pressure on profit margins. It is usually necessary to integrate consumers’ lives easier by providing During the decline stages (when the skills of designers, engineers, shortcuts for product choices. new technology or changes in production, finance and marketing Trusted and preferred brands are consumer tastes work to reduce specialists so that product purchased again and again giving demand for the product) sales and development is quicker, less rise to the notion of brand loyalty. profits fall. Suppliers may decide costly and results in a high quality to cease production completely or product that delights customers. Product Life Cycle(PLC) reduce product depth. Products also need to be tested Both individual brands and with consumers to check their product lines need to be managed New Product Development acceptability in use. over time. A useful tool for The introduction of new products It is measurement of customer conceptualizing the changes that to the market place is the lifeblood acceptance by forcing consumers to may take place during the time that of corporate success. Changing put their money where their mouth a product is on the market is called customer tastes, technological is, so to speak. The basic idea is to the product life cycle. The classic advances and competitive pressure launch the new product in a limited product life cycle has four stages mean that companies cannot afford way so that consumer response in the introduction, growth, maturity and to rely on past product successes. market place can be assessed. The decline. The degree of risk and reward final stage of this rigourous process The PLC emphasizes the need involved will vary according to the is the launch of the product in the to review marketing objectives and new product category. New-to-the- market. Bringing out new products strategies as products pass through world products normally carry the and services is the key to long the various stages. highest risk since it is often difficult term corporate success. It is a risky When a product is first introduced to predict consumer reaction. Often, activity, but a systematic approach in to the market its sales growth is market research will be unreliable in is likely to improve the chances of typically low and losses are incurred predicting demand as people do not success. g

14 Indian Coconut Journal June 2015 Theme article Re-orientation of Coconut production to meet the demand for value addition R Jnanadevan, Deputy Director, CDB, Kochi-11

ost harvest processing of technologies in handling and the globe. It’s valuable sweet water coconut is now being changed processing. Other important changes, and gelatinous kernel is a tasty and Pfrom the edible and inedible namely, the small size of holdings healthy food. Value added products traditional products to several other due to fragmentation of coconut land made from tender coconut are also value added products. Research and the necessity to breed varieties available in the country. Another conducted by the Board and other and forms suitable for smallholder important value added product is research institutions with technical management need to be explored. Neera, the unfermented sap from and financial support of the Board A fast growing consumer demand coconut inflorescence. Several value has developed new technologies is recorded for coconut kernel added products from Neera such as for several coconut products and based products especially in those Neera sugar, honey, chocolate and byproducts. Presently several food areas where fresh coconut are not jaggery are also available now which products are developed from coconut readily available and in cities where are having fast growing demand. kernel like desiccated coconut, people do not have enough time in Hence there is need for reorienting coconut milk powder, coconut milk grating coconut for various culinary production or coconut farming and virgin coconut oil which are purposes. Kernel based ready to eat based on the demand of processing having high demand and prospects products like coconut milk powder industries ie. with high kernel content, for commercial production and and edible coconut gratings are now nuts suitable for tender nut purpose marketing. Hence high kernel output acceptable and are widely used by and which can yield more Neera. per hectare has now emerged as an different categories of consumers Increase production important factor in coconut. We have for usage in households, bakery to analyse various characteristics and confectionary units, hotels of nuts with higher that facilitate industrial processing and other fast food eating centers. kernel output taking into account the changing Tender coconut is a refreshing It is a matter of concern that there uses of coconut and the changing drink and a delicious food across exist great disparity in kernel to nut

Indian Coconut Journal 15 June 2015 Theme article weight ratio in variety to variety and and the fixation of potassium in also soil to soil. The kernel output the soil affect potassium status is low in India compared to other of individual coconut soil. The major coconut growing countries. absorption of potassium is Kernel nut ratio is different even in interfered by an excess of nitrogen, various states of India. The number calcium and magnesium in the soil, of nuts required for production thus affecting potassium nutrition of one tonne of coconut kernel in and kernel weight of coconut. The Srilanka, Philippines, Indonesia response of coconut to the available and Malaysia ranges from 3000 potassium is also influenced by to 3500 nuts against 4000 to 4500 other ionic inter-relationship in the nuts in India. This is also reflected soil and absorption of potassium by in the price of coconut and coconut the palm. products in India and other For better and profitable countries. This demands the need farming and higher kernel yield, for re-orienting our efforts both in balanced fertilization with nitrogen, research and development towards feeder of potassium. Potassium phosphorus and potassium is achieving increase in production in stimulates early shooting and early most essential. The general terms of higher kernel output per fruit maturity. Supplementing recommendation for fertilizing tree or per unit area. potassium in the soil substantially adult bearing palm is to apply 500g Potash is one of the three increases the yield. Experimental N, 320g p2O5 and 1200g K2O in two major fertilizer element commonly results revealed that palms receiving split doses, namely 1/3 of the above recommended for successful regular dose of fertilizers bear fruit dosage during May- June and two production of any crop. It is required at the fifth year of planting while – third during Aug – September. To for coconut in large amounts. For palms with proper potash nutrition supply this quantity of nutrient it is example an arecanut tree requires needed eight years to start yielding. required to apply 1.1Kg urea, 1.5kg 250 gram of potash while coconut Studies conducted indicate that mussoriephos and 2 kg Muriate of palm requires 1200 gram per year, nitrogen contribute only eight per Potash. This enables the farmer to that is five times of the requirement cent increase in kernel yield whereas get higher crop yield with higher for arecanut. Potassium is known to potassium contribute around 25 kernel output. be important in plant metabolism to 39% increase. Thus potassium High crude fibre content in in regulation of stomata function plays an important role in coconut kernel is perhaps related to firmness (water economy of the plant) and kernel quality and thickness. The or rigidity of kernel. The high fibre in the formation of chlorophyll. deficiency of potassium affects all kernel gives good quality kernel It also participates in the production factors, which is not rubbery and possesses photosynthesis, helps particularly the nut set more milk content. The same in root development, and would result in poor applies to expelling cream from enabling uptake of more quality of nut and kernel. grated kernel. Firmness or rigidity nutrients and water from Potassium is also found is favorable to efficient cutting the soil and subsequently to have effect in the early of kernel into small particles for in increasing yield and bearing of coconut palms. production of desiccated coconut improving quality of A number of factors or expelling cream. The mature nuts. Coconut is a heavy such as the availability kernel of dwarf varieties and immature kernel of tall varieties are known to contain lower levels of crude fibre than mature kernels. Hybrid varieties, especially Chandrasankara, Kalpasamardhi and Tall varieties Lakhadweep ordinary, Malayan Dwarf varieties are giving comparatively more kernel output than other varieties. Hence for future replanting and new planting programmes, planting of these varieties can be given more

16 Indian Coconut Journal June 2015 Theme article preference. However, more varietal studies on kernel and coconut milk outputs are also to be taken up by Letter to Editor research agencies. I write to convey our appreciation for the April 2015 ICJ issue Plant varieties suitable for and its excellent content beginning with the Chairman’s page and tender nut the individual articles promoting coconut planting with carefully Studies conducted by various selected material to ensure viability of coconut farmers in the long research institutions identified term. The adage of ‘beginning with the end in mind’ is so true in suitable varieties for tender nuts. coconut cultivation going forward today especially with the fast Dwarf cultivates like Chowghat emerging non-traditional products of coconut of much higher and Orange Dwarf (COD) was increasing value driven by the market demand. Selecting what to recommended and released as plant is to be determined by what final products one would pursue best tender nut variety by CPCRI in the expanding market – this could become the trend in coconut for this purpose. Besides these cultivation. India’s exemplary ways become the endorsed way varieties such as Chowghat Green forward also for many other coconut nations around the world. Dwarf(CGD) Gangabondam and Keep up the great work. Malayan Orange Dwarf (MOD) are Uron Salum also recommended for tender nut Executive Director purpose. However, exotic varieties Asian and Pacific Coconut Community with more water content and sugar Jakartha, Indonesia and other nutrient contents are also available in other countries suitable for cultivation in India for this purpose. Malayan Dwarf varieties, I found the April 2015 issue of Indian Coconut King Coconut seen in Srilanka and Journal very interesting. Cameroon Red Dwarf in African Merv Aranha, countries are suitable for cultivation Concession Drive in India for this purpose. These Glencoe, Onttario, Canada varieties can also be planted in our country while taking up new planting and replanting coconut to between 300 and 400 litres. In India volume of water with good flavour meet the tender nut demand in the an average yield of 300 litres has and higher contents of total and market. been recorded for a tapping period reducing . Likewise, some of six months. Studies on tapping in hydrid and tall cultivars produce Suitable varieties for Sri Lanka revealed that the hybrids nuts with higher proportions of both Neera production yield more neera than the Ordinary kernel and neera. Such cultivars Neera tapping and coconut palm Talls (OT). In India varieties like could be popularized and also used sugar industry is another source DxT hybrids and Lakshadweep in breeding programmes. The neera of higher income to small coconut ordinary (Tall) have reported to yield of these cultivars and their holders and making coconut farming higher neera yield/tree. The vigor hybrids is also likely to be high profitable in future. Growing of palms used for neera tapping as high yielding palms are known coconut palms with higher Neera should be maintained by adopting to produce plenty of neera. Such production is another re-orientation integrated nutrient management cultivars or hybrids have to be in coconut farming which is practices with irrigation to get identified and promoted. required to meet the increasing maximum economic yield of Neera Thus timely adoption of demand of Neera and Neera based on a sustainable basis. integrated management practices, value added products. Neera yield In household uses as well as for planting hybrids and other varieties differ with the variety, vigor of the the local markets, the quality and suitable for kernel, neera and tender palm and the seasons. Trees which yield of kernel, quality and quantity coconut production are essential yield large number of nuts and are in of water in tender coconut and to re-orient production based on their prime age of around 40 years neera yield per spathe or palm are demand for processing industry for are known to produce plenty of important considerations. There are making value added products suiting Neera. The annual yield of neera in dwarf cultivars which are known the changing need and taste of the such palms had been found to vary to yield nuts containing large customers. g

Indian Coconut Journal 17 June 2015 Theme article

Promotion of coconut and its value added products- Marketing Strategies G.M. Siddarameswara Swamy, Assistant Marketing Officer, CDB, Kochi

ver the years, Coconut value addition, product scenario in coconut sector, Development Board (CDB) diversification and it is most vital to develop Ohas been implementing quality improvement gradually marketing strategies for coconut several schemes for the Integrated resulted in diversification of coconut and its products and make fresh Development of Coconut Industry in market. appraisal of the changing pattern India since its establishment in 1981- Today the world-wide trend in of coconut production, trade and its 82. As a result of the implementation value addition, product development industries. This will help the genuine of various programs of the Board, and product diversification in several manufacturers of coconut products the production and productivity of coconut producing countries is to capture the domestic market for coconut in the country has recorded growing fast. As a result, there is an coconut products particularly in manifold increase. increase in demand for value added nontraditional belts. The total area under coconut coconut products in the international Marketing Practices cultivation in India is 2137 thousand market. Accordingly there is need to Marketing of differs hectares and annual production of embark upon product diversification from that of other fresh fruits due to coconut in the country is 22680 and by-product utilization through its natural durability, which is sold million nuts. India ranks first in value addition. Ironically due to the as fresh tender nut, mature nuts and coconut production and third in area increasing competition from other dry nuts. Now a days coconut is under coconut in the world. Even edible oils, the demand for coconut available in many value added forms though, India is the largest coconut oil is coming down in the domestic that too in consumable packets. producing country in the world, its market. Further, the misconception Marketing of coconut products like contribution to international market against coconut oil has resulted in any other horticultural products, has remains insignificant. Due to the decline in demand in the domestic two aspects i.e. marketing activities efforts made by the Board, ample market. Coconut is not only and market promotional activities. growth is recorded in coconut significant in socio cultural needs of In marketing activities, sellers and processing. As a result, many value our society, but also in the national buyers have mutual coordination added coconut products complying economy as a potential source in each other’s activities, where with international standards are of rural employment and income goods and services from producers introduced in the Indian market. generation to coconut farmers. move through certain channels by The thrust in product development In view of the changing conscious application of marketing

18 Indian Coconut Journal June 2015 Theme article tools. Market promotional activities comprises of huge potential owing to its gathering information and passing it to consumers, important health attributes, farmers, traders, business organizations and other the low Glycemic index and concerned agencies to facilitate marketing functions. The its high nutrient content. tools used for market promotional activities are marketing It can be the most suited research, advertising and effective coordination between alternative sweetener, producers and consumers. Market promotional activities especially when agave play the supporting and strengthening role in marketing sugar is being rejected activities which require professional and commercial owing to the high fructose skill. content. It is understood that in countries like Indonesia, A product basket can be made from coconut with an around 6 lakh MT of coconut sugar is produced per year. array of value added products. Some of the products that Ball Copra can be made from coconut is detailed below. Coconut Ball copra is an edible farmers of our country through their farmer collectives grade of copra consumed need to venture into producing various products for as a dry fruit and used in realizing a fair, reasonable and steady price for coconut. preparation of sweets and Packed Tender coconut water in also used for religious pouches/ aluminium cans purposes. Edible copra is The water of tender coconut, technically the liquid also available in cups. endosperm is the most nutritious wholesome beverage Coconut Oil that the nature has provided for the people of the tropics Coconut oil is used in to fight the sultry heat. It has caloric value of 17.4 per the country as a cooking 100gm. Coconut Development Board in collaboration oil, hair oil, body oil and with Defence Food Research Laboratory, Mysore has industrial oil. Coconut oil developed the technology for packing tender coconut is made from fully dried water in pouches/ aluminium cans with shelf life of more copra having maximum than six months under normal ambience condition and moisture content of six 12 months under refrigerated conditions. per cent. Steam cooking Neera (Coconut Flower Sap) of copra is also practiced Neera is the non-alcoholic and nutritious drink by some millers to enhance the quality and aroma of oil. from the immature inflorescence of coconut tree. Coconut oil is marketed in bulk as well as in packs ranging Neera is popular as a delicious health drink. It is good from sachets containing 5 ml. to 15kg tins. The branded for digestion, facilitates clear urination and prevents coconut oil in small packs is mainly marketed as hair oil jaundice. The nutrient-rich “sap” has low Glycemic and body oil. There are several brands known for their Index (GI of only 35) and hence diabetic-friendly since superior grade oil which have export market throughout very low amounts of the sugar is absorbed into the blood. the world. India has unbeatable quality advantage in this It is an abundant source of minerals, 17 amino acids, sector. Refined coconut oil is also manufactured in the C, broad-spectrum B and has a nearly country for industrial uses. Refined coconut oil is mainly neutral pH. Treated Neera can be preserved in cans upto used in the manufacture of biscuits, chocolates and other two months at room temperature. confectionery items, ice cream, pharmaceutical products Coconut Palm Jaggery and costly paints. Generally, filtered coconut oil is used for cooking and toiletry purposes. Coconut Palm Jaggery is made from unfermented Virgin coconut oil coconut sap. It is used as Virgin coconut oil is made from the milk extracted a sweetening agent for the from raw kernel. Virgin coconut oil (VCO) is abundant in preparation of dishes and is vitamins, minerals and anti-oxidants, thus making it the superior to cane jaggery. ‘mother of all oils’. Extracted from fresh coconut kernel Coconut Palm Sugar without any chemical processes, it is the purest form of coconut oil, water white in colour. Virgin coconut oil The coconut palm syrup or jaggery can be crystallized is a major source of and Vitamin E. Virgin to produce fine granules of sugar. Transition of coconut coconut oil is free from trans fatty acid, high in medium jaggery into ground granule sweetener is more accepted chain (MCFA) or medium chain triglycerides (MCTs) by global markets. The application of palm sugar offers known as lauric acid, which is identical to special group

Indian Coconut Journal 19 June 2015 Theme article of fats found in human breast milk. Processing capacity of major coconut VCO is widely consumed as MCT Table 1 oil for weight loss treatment, etc. It processing units (edible) in India is an ideal massage oil for babies and Number of Processing Capacity Volume of Name of the Coconut Product also for skin and hair applications. Units (Million nuts per year) production It protects the skin from infections Tender Coconut Water 22 123.00 24,600 K. ltrs. caused by bacteria, viruses and fungi, prevents dandruff and hair Desiccated Coconut Powder 70 723.75 72,375 MT loss. It even eases muscular pain. Virgin Coconut Oil 36 60.00 3,600 MT Virgin coconut oil slows down the Coconut Chips 4 00.36 36 MT ageing process and it helps in the absorption of soluble vitamins A, Making Units using 6 210.00 21,000 ltrs. D, E and K. mature coconut water Desiccated coconut (DC) Coconut Milk 1 6.00 300 MT Desiccated coconut is used as Spray Dried Coconut Milk Powder 1 10.50 525MT a substitute to grated raw coconut Neera 2 3000 Kl/year in various food preparations. Other Traditional Products (Ball 109 1252.00 - Desiccated coconut is marketed Copra, Copra, Coconut Oil) in bulk as well as in small packs. TOTAL 251.00 2051.36 Defatted desiccated coconut is also available in the country. It finds extensive use in confectioneries, freshness of fresh coconut milk. of cooked meat and fish. It is a puddings and many other food It has a longer shelf life and is healthier alternative to synthetic preparations as a substitute to raw convenient to use. This can be used vinegar. Vinegar has extensive use as grated coconut. in place of fresh coconut milk for a preservative in pickle industry and food preparations/beverages in flavoring agent in food processing Coconut Cream, households and food industries by sector. Now natural vinegar enjoys Coconut Milk dissolving it in water. Central Food export market in place of synthetic Coconut Technological Research Institute, vinegar. cream is the Mysore with the financial assistance Coconut Development Board processed milk of the Board has developed the under its Technology Mission on extracted from technology for spray dried coconut Coconut is extending financial fresh matured milk powder which is available to assistance for setting up coconut coconuts. This entrepreneurs. processing units. This programme is is an instant Coconut Vinegar formulated with a view to converge product, which Coconut vinegar and synergize all the efforts through can either be is made from vertical and horizontal integration of used directly fermented coconut existing programmes and to address or diluted with water and is used the problems and bridge the gaps water to make various preparations extensively as a through appropriate programmes in such as curries, sweets, desserts, preservative and mission mode to ensure adequate, puddings, etc. It can also be used in flavoring agent in appropriate, timely and concurrent the manufacture of bakery products pickles, salads, action. The programme aims at and for flavoring food stuffs. sauces and many increasing the productivity of Processed and packed coconut cream other condiments. coconut to generate higher income has a shelf life of six months and Coconut vinegar is also made from at farm level, creating opportunities once opened it should be stored in the sap of coconut tree and is similar for product diversification and value refrigerator for subsequent use. to fresh coconut water. Naturally addition, improving marketing Spray Dried Coconut fermented coconut vinegar is rich in infrastructure and market promotion of coconut & its by-products both in Milk Powder minerals and vitamins such as Beta carotene, calcium, iron, magnesium, national and international markets The spray dried coconut milk phosphorous, potassium and in order to cope up with the present powder is available in convenient sodium. Coconut vinegar helps in era of change and to make coconut and ready to use packs with same digestion and improves the quality industry more competitive. Under

20 Indian Coconut Journal June 2015 Theme article the mission focused attention is given for the development and Objectives adoption of new technologies n Make available coconut and its value added products all over the and their promotion especially in country. respect of insect pest and disease n Increase domestic consumption and develop new market opportunities management, product diversification for coconut based value added products by creating awareness on and market research and promotion. health benefits of coconut products. Details of edible coconut processing n Disseminate information to the general public and canvas for use of units assisted by TMoC is given in coconut products. Table1. n Ensure the availability of products to the consumer. The challenge n Attract new consumers. Developing a customer base is n Helping manufacturers to introduce / establish market for their produce a major challenge in the marketing and boost their sales. of coconut products. However, it n Helping manufacturers to identify the distributors / dealers and make can be made easy by developing a agreement. proper distribution network, supply n Take effective steps in meeting the consumers in the markets and to chains and transportation hubs know where, when, how and at what prices, the products may be made for simplifying the movement of available in the consumer oriented markets. products. Since coconut is mainly cultivated in Southern states viz., campaigning to inform, inspire and system need to be followed and it Kerala, Karnataka, Tamil Nadu and motivate consumers through various shall be ensured that the tax-regimes Andhra Pradesh and nominally in product promotional campaigns. same across the country for coconut coastal areas of Maharashtra, Goa, Prominent distributors and dealers and its products. For creating more Gujarat, Orissa and West Bengal and need to be identified so that the awareness on value added coconut majority of the coconut processing commercialized coconut products products it is felt necessary to units are situated in these states, the are always available in the market. participate in local fairs, festival marketing of these products need to The product manufacturers have to melas, conducting entrepreneurs be targeted in non traditional areas. ensure the uninterrupted supply of and B2B for creating maximum The Approach products. Product quality should be outreach of products. Engaging Awareness creation as well to the satisfaction of consumer and reputed management institutions as campaigning for promotion of the packaging shall be attractive so for conducting market promotional value added coconut products is that the customer will be impressed activities for promoting coconut the need of the hour. This can be and will buy the product. Value products will also ensure a high made possible through continuous Added Taxation or a unified taxation regime. g

Neera products launched Launching of Neera and its value added products held at Krishi Bhavan, New Delhi on 22nd June 2015. Shri. Sanjiv Chopra IAS, Joint Secretary, MIDH receiving Neera products from Shri. T.K. Jose IAS, Chairman, Coconut Deveopment Board. Smt. V. Usha Rani IAS, Horticulture Commissioner and Secretary, Andhra Pradesh, Dr. S.K. Malhotra, Horticulture Commissioner, Government of India, Shri. Rajesh Lakhoni IAS, Agricultue Production Commissioner, Tamilnadu, Shri. Rajiv Chawla IAS, Principal Secretary (Horti), Karnataka and Dr. K. Prathapan, Director, State Horticulture Mission, Kerala are seen.

Indian Coconut Journal 21 June 2015 Theme article

Garden city; a hot spot for value added coconut products Simi Thomas, Technical Officer, Regional Office, CDB, Bangalore

he Farmer Producer Organizations (FPOs) are Products available for online shopping Tgetting deep rooted in coconut sector India. Through these FPOs, the entire coconut sector can be revolutionized and each and every farmer in the coconut sector can reap the benefit of being a part of FPO. For making this happen, the Coconut Producer Companies and Federation in the country has to kick start their activities immediately for value addition of their product. Online shopping is the latest trend in marketing. The product will reach the consumer in a single click with the finger tip. The opportunity is being utilized from big corporates to common men across India. Online purchase of vegetable and fruits are also increasing day by day. Nowadays there is no need for the working women to go to shop after the first coconut product we notice easily carried while travelling. All their long schedule of work in search in the roads/streets is tender coconut these factors make packaged tender of fresh fruits and vegetables, instead, which is similar to any other cities/ coconut water a favourite drink for they will be delivered cut fruits and tourist places of India. We can see consumers. Another product which vegetables at their door step. the tender coconut vendors in every can be seen in the hyper markets and Online shopping sites like www. nook and corner of the city. There supermarkets in Bangalore city is ebay.in, www.shopclues.com, www. are regular customers for these minimally processed tender coconut flipkart.com, www.bigbasket.com, vendors and also we can see the supplied by Farm Fresh India www.amazon.in are some of the regular supply of tender coconuts Agrotech Pvt. Ltd. This product is online portals from where one can in the morning like news paper and also having good acceptance in the purchase anything and everything. milk in many households in the city. market. Vendors in the cities have started Even though tender coconuts are Dehusked coconut is available online delivery of the fruits and available across the city, packaged in rural and urban markets across vegetables. Coconut products from tender coconut water and minimally the state. Dehusked coconut is also coconut milk to shell charcoal processed tender coconut is available avilable in hypermarkets and super are available in online shopping. only in malls and super markets markets in the city. The supermarkets Manufacturers of various branded across the city. Bottled tender and other retail shops in the city value added products of coconut are coconut water of different brands collect the same from the wholesale having their own online shopping like Nature’s First and Cocojal is market and the consumer is paying websites for marketing their marketed through malls and super minimum Rs. 25 per nut. The FPOs products. Thus there is wide scope markets like Metro, Food world can play a major role here by directly for value added products of coconut etc. The product is having good marketing dehusked coconut in the in the market no matter whether the demand among the city dwellers as retail outlets in the city and the husk marketing is done though online or the product can be purchased and can also be marketed which provides through retail outlets. stocked and can be used whenever additional income to the farmers. While entering to Bangalore city, necessary. This product can also be The husk chips are marketed online

22 Indian Coconut Journal June 2015 Theme article priced between Rs. 65 and 500/ kg which is ideal for Orchid and Products available in Hypermarkets Anthurium gardening and for use in and super markets of Bangalore flower beds and in gardens. Tumkur district of Karnataka is famous for ball copra. There is high demand for ball copra in the city especially during festival seasons. The product is sold through super markets and retail stores across the Packed tender coconut water city. They procure the product from whole sale market and is repacked and sold. Karnataka state is having maximum number of desiccated coconut powder units in India, which is mainly concentrated in Tiptur taluk of Tumkur district. Dehusked coconut This product is not prevalently seen in hypermarkets in retail shops across the city of Coconut Milk and super markets Ball copra Bangalore as the product is marketed mainly to North India and also to the and product promotion is required The coconut creams available in bakeries for making confectionaries. in the city. Very few supermarkets super markets are imported from As told by a desiccated coconut are collecting desiccated coconut Thailand with brand name Real powder manufacturer, the people powder from the wholesale market/ Thai (Rs195/400 ml can). These are not much aware of this product manufacturers and repacking and products find good demand among selling the product. The product is city dwellers. Products available having movement through online Another value added product at ‘The Body Shop’ shopping websites also. Some retail of coconut which is found in for online shopping shops in Mysore are also purchasing supermarkets and retail shops is the product in small quantities. coconut oil. The space for coconut Another branded value added oil in these shops is very less when coconut product available in the compared to other refined oils. More market is coconut milk powder. This space for the product is seen in super product is available in retail stores markets and retail shops owned by and is having good demand. Women Keralites or shops having regular prefer to use coconut milk powder Malayalee customers who are using instead of fresh coconut in their coconut oil for cooking purpose. recipes since it is easy to prepare People are becoming more aware coconut milk with the milk powder. about the health benefits of virgin Like instant coffee powder, this coconut oil. The uses of virgin Coconut Coconut product is having good demand in coconut oil in beauty and cosmetic Beautifying Body Butter the preparation of various household field are also well known. In the Oil dishes. hyper markets and supermarkets Coconut milk and milk cream are of Bangalore only virgin olive oil also available in the market which is available but not virgin coconut are having lesser demand than milk oil. Virgin coconut oil is available powder. Dabur’s homemade coconut in organic and natural shops across milk is available in tetra packs. the city. There are so many outlets The same product imported from in Bangalore where one can get the Thailand and Indonesia with brand VCO like Fresh Earth Organics, name Real Thai (Rs139/500 ml Indiranagar; P V Organic Food can) and Kara (Rs 130/425 ml can) stores, Koramangala, Satvik Organic, Classic Coconut Gift available in cans and tetra packs. Basavanagudi etc. Max care Virgin

Indian Coconut Journal 23 June 2015 Theme article

Coconut oil brand is available in all doesn’t like ice creams. Naturals is milk in basic, cardamom and vanilla these shops and also they are having pioneer in making ice creams using flavours. own outlets in Bangalore. Another only fruits, dry fruits, chocolate milk Along with chips and other branded product of virgin coconut and sugar. They also have tender confectioneries coconut ladoo and oil available in The Body shop coconut ice cream in their menu. burfi manufactured by Munees, retail outlet is Rainforest Coconut While eating the ice cream, we Bangalore has also found its space hair oil which is sold @ Rs. 695 will get bits of original fruits and in the shelves of the super markets per 200ml. Eventhough priced high, chocolates for chewing which is and bakeries. Holige, made out of this product is having good demand same in tender coconut ice cream coconut is a favorite confectionery and the review about the product which makes it mouth watering for which is available in bakeries and is also good. It is manufactured in the customers. Naturals have so retail shops all over Karnataka. UK and imported by M/s Quest many outlets across Bangalore and Chutney powder in various flavors Retail Pvt. Ltd., Jaipur. The website have regular customers for their made out of coconut are seen in of The Body Shop shows many products. Tender coconut ice cream condiment shops and in some super products produced by them using is having good demand in their markets in the city. virgin coconut oil and coconut oil outlets. One scoop of tender coconut The shops around us displays so like coconut beautifying oil, mini ice cream costs Rs.55. Restaurants many products of coconut right from coconut body scrub, coconut hand in Bangalore have tender coconut dehusked coconut to coconut burfi. cream etc. Other major hair oil products in different names like The Coconut Producer Companies brands like Parachute also occupies Elaneer Mouse (Rs. 60/-) which is and Federations can utilize the a space in the super markets and available in the up south outlets in latest trends in marketing and can cosmetic shops like Health and Bangalore. Thengu Mane (house of reap the benefits. Time is not so far glow. Health and glow has coconut coconuts) at Rajajinagar, Bangalore for products of various Coconut milk hibiscus lotion in their product sells various products made from Producer Companies occupying list for sales which contain coconut coconut like ice-cool tender coconut, the spaces of hypermarkets and oil as one of the ingredient. sweet lassi and souffle, jelly, barfi, supermarket across the beautiful There are very few people who holige, ice creams made of coconut garden city – Bangalore. g

Maharashtra- gearing up with value added coconut products Rajeev Bhushan Prasad , Deputy Director, State Centre, CDB, Maharashtra oconut is a crop which has multifaceted uses in processing units by the CPS can be done in an integrated everyday life. As truly called Kalpavriksha every manner ensuring maximum utilization of all the products Cpart of coconut in its every stage is used for the and by products each incrementally adding to the income production of an array of products. Apart from this its by of the farmer as a whole. CDB provides a support of 25% products like shell, husk, fronds and wood also can be to units undertaking processing of coconut into various put to a multitude uses. value added products. Coconut Development Board aims to bring to the Once the Coconut Producer Companies are market varieties of value added and established, the next step is to create an identity for the processed products from coconut products of Producer Companies. A brand for a product thereby widening the product base, which directly comes from the farm extends a special promotion of consumer acceptability appeal to the consumer. India is having a vast potential and thus ensuring a steady growing market for innovative value added coconut products. A market for coconut and coconut product survey conducted in different malls in Thane, Maharashtra through the three tier Farmer Producer revealed that coconut oil ,coconut biscuits, coconut milk Organization system. The coconut on powder, coconut water and conversion as an industrial raw material desiccated coconut powder will be able to demand price and also are the various value added exploit the immense potential that the coconut products available domestic and export markets offer for in Maharashtra. g coconut and its products. Initiation of

24 Indian Coconut Journal June 2015 Theme article Potentiality of coconut value added products in Chennai market Lunghar Obed, Director & T.N.Subramanian, Statistical Investigator, CDB, RO, Chennai

hennai is a thickly populated metropolis having more than C91 lakhs population. There are many established super market chains and specialty retail outlets catering to various food products including coconut and its products. Retail vendors selling tender coconuts on road side is a common sight in Chennai. It is estimated that around two lakh tender coconuts are sold in city and suburbs. The sales touch peak during summer season. The price of tender coconut varies from Rs.25 to 40 per tender nut depending on the water content. Pollachi variety is a sought after variety in the city. Pollachi tender coconut traders are now putting labels on their tender nuts. Regional Office, Coconut Development Board, Chennai initiated a quick study to explore the milk imported from Indonesia and food items including coconut based potentiality of coconut value added marketed by an Indian company, products. Creating awareness on products in Chennai market.Various desiccated coconut powder, home the goodness of coconut especially retail outlets and supermarkets made coconut milk and tender the medicinal properties of virgin viz. Nilgiris retail a Chain Store at coco- packed tender coconut water coconut oil and its availability is Ashok Nagar, Nilgiris Store in West in plastic bottles are the products most essential for popularizing the Mambalam, Big Bazar in Pondy found in these shops. usage of coconut products. Bazar situated in T Nagar, Saravana The availability of imported Time is now ripe for the Farmer Store at T. Nagar, More, Super Store coconut based products such as Producer Organizations in Tamil at T. Nagar, Nuts and Spice, Shanti coconut water, coconut milk, coconut Nadu to tap the potential of Tamil Colony at Anna Nagar, Santosh powder etc. in Chennai market Nadu market extensively and make store, Anna Nagar were visited to shows the acceptance of coconut available all products in shelves ascertain the availability of various based products among the consumers of stores. There are few stores in coconut products in the city. irrespective of the make, brand and Chennai where desiccated coconut, Coconut milk powder, various price. The price and convenience coconut milk, tender coconut water brand hair oils, Ayurvedic hair oil, factor and easy availability prompts etc are available. The information Dhatri hair oil, Parachute hair oil- customers to purchase these products. on its availability of the same and Bio coconut face cream, Coconut In most of the Super Markets, also stores where coconut products oil combination- Garnier triple people shop for products like are available are not known to many nutrition shampoo,Natural coconut cloths,electronic items etc. In customers. milk, Parachute sclap therapy, virgin medium speciality stores which are To overcome this lacuna, proper coconut oil, Real Thai coconut selling food related products, it is and timely awareness creation milk- Thailand product, Palm easy for the customer to identify the among the consumers highlighting Dew brand tender coconut water products easily. Medium speciality its health benefits and convenience concentrate (powder), Kara coconut stores are having more stock of is the need of the hour. g

Indian Coconut Journal 25 June 2015 Theme article

Prospects of coconut value added products in Delhi and NCR G.R.Singh, Director & Arun Paul, Technical Officer, CDB, MDIC, New Delhi oconut provides a diverse range of products. It is a unique crop, where every part is useful in Cone way or the other. The main commercial product of coconut is copra out of which coconut oil is produced. The other value added coconut products include desiccated coconut, coconut cream, virgin oil, vinegar, tender coconut water, coconut milk based product, Neera and its by products and other industrial non- edible products such as . Out of these many products are available around the globe, but some are not. Majority of the north Indian population are not aware about the various value added coconut products available and its usage in daily life. A random survey was carried out in some of the malls and retail outlets in New Delhi and NCR area to get an idea about the availability of different coconut products in the area. The survey revealed that coconut hair oil and tender coconut water are the products that are having high demand in Delhi and surrounding areas. Coconut oil for edible purpose is mainly available in south Indian stores. Coconut hair oil of different brands are available in all the small retail outlets which indicates that majority of people in northern region are still considering it as a good hair oil and not as a cooking medium. However beyond any ethnicity everyone is fond of enjoying the tender coconut water and tender pieces of suspended pulp or nata-de-coco or enriched coconut pulp. Understanding the scope of tender coconut with lychee or mango juice are also getting popular in water in northern India especially in summer months, this area, though it is having a high price compared to many business men are doing the Indian products. distribution and marketing of Coconut milk and cream are also imported from packaged tender coconut water. As Thailand and marketed by Indian business men, which a result, packaged tender coconut is popular among the chefs and bakers. The coconut milk water could be seen in many retail /cream marketed by Dabur and Nestle are having wide outlets. It is felt that if tender acceptability among the homemakers, small scale sweets coconut water is having this much makers and bakers.Eventhough many of the coconut acceptance among the people based companies from south India are manufacturing of Delhi, Neera, the nutritious and marketing the same products they are familiar only health drink from coconut will among a limited number of people from the south. Wide replace all the carbonated soft public campaigning and TV advertisements will create a drinks, once the people of Delhi very good demand among the people for these products get a chance to taste it during the which are used in the preparation of a variety of sweets severe and prolonged summer. and deserts. Apart from the domestic The milk chocolate bars with coconut fillings () products many foreign coconut manufactured and marketed by Mars International is products are also available in the one of the favorite chocolates for all ages. Indian made super markets which include mainly chocolate with coconut fillings is not found in any of coconut products from Thailand. the shops. It seems that there is good scope for such Among these, coconut water with chocolates provided if there is good publicity.

26 Indian Coconut Journal June 2015 Theme article

The availability of foreign coconut to cater to their demand. Hence village based industry. The present products in Delhi markets are there is large scope for marketing survey has revealed the ample increasing day by day irrespective of of coconut based products in and scope of coconut based products in its high price compared to the Indian around Delhi. particular, packaged tender coconut products. This indicates that there Agro industries have always water, sweets and coconut based hair is huge demand for high quality been given significant priority in oils. Moreover, awareness creation processed products in north India. economic development of India. on different coconut products and its In addition to this, there is a huge Mahathma Gandhi’s emphasis nutritional and medicinal benefits has south Indian population residing in on developing village based agro to be augmented among the common New Delhi and NCR who is habitual industry in the movement for folks through mass media which will to different coconut products. The independence marked the beginning. wipe out the misconceptions about present supply of these coconut Coconut based industries are one the palatability and ill effects of products is not at all sufficient of the best suitable tool for such coconut products. g Awareness creation essential for introducing coconut products in Bihar Shyamlal , Assistant Director, State Centre, CDB, Bihar oconut is one of the ten most useful tress in the world, providing food for millions of people, Cespecially in the tropics. Regardless of its origin coconut has spread across much of the tropics and coastal areas. Every part of coconut in every stage of its development, the tender nut water, tender kernel, mature coconut water, kernel, coconut milk etc. can be made use for production of an array of products. Apart from this, the byproducts like shell, husk, fronds and wood also can be put to a multiple usage. Initially coconut was introduced to Bihar by the pilgrims who visited Jagannath Temple Puri in Orissa and nearby historical places. On their way back home they carried coconut and planted it in homestead garden as utility and ornamental plants. At present coconut cultivation is mainly confined to the Kosi command area and Northern Bihar, and there is sporadic distribution of the crop mostly along the northern bank of Ganges in Central Bihar and some areas in and around Patna. Coconut is mainly grown as homestead utility plant or planted along the borders of the farm. Regular commercial cultivation of coconut has so far not been attempted by the farmers of Bihar. Status of value addition of coconut in Bihar Coconut is mainly used for religious purposes particularly in Chat festival and many people are using coconut for hair and massage purpose in Bihar. A Since, most of the population are not aware of coconut survey was conducted in shops and malls in Patna on the products available in the market of Patna, awareness availability of various value added products of coconut. creation is very much essential for introducing coconut The major products identified are coconut juice, coconut products in Bihar. As very few value added products are hair oil, coconut oil, coconut biscuits, desiccated coconut available in the market, there is a huge scope of value powder, coconut milk, coconut cream etc. addition in coconut in the state. g

Indian Coconut Journal 27 June 2015 Theme article Hyderabad- a potential market for value added coconut products (Shri. Jayanath R, Assistant Director & Marjana Beegum. K. C. Technical Officer, CDB, Hyderabad)

oconut- nature’s supermarket, is itself a self service store from where we are getting different Ctypes of products like nut, water, oil, copra, coir, husk etc. Coconut has been produced in India since time immemorial and has a crucial role in the Indian culture. India is one of the leading coconut producers in the world. Andhra Pradesh occupies first position in coconut productivity and the fourth position in area under coconut among the major coconut growing states viz, Tamil Nadu, Kerala and Karnataka. Coconut occupies nearly 1.02 lakh hectares in Andhra Pradesh with an annual production level of 1678 million nuts which accounts for 6.03 % area and 8.52 % production in the country. The crop is one of the important horticultural crops cultivated in the state. Bulk of the coconut produced in the state of Andhra Pradesh is utilized as tender coconuts, as temple coconuts, edible nuts for culinary purpose or as edible copra. Copra processing, coconut oil extraction and coir manufacturing are the traditional coconut based industries in the state. of its profit share. This is a good avenue for the Farmer A study was undertaken to explore the availability Producer Organizations in coconut sector to become part of various value added coconut products in the major of this sector and earn the best and maximum price for retail shops and shopping malls located in Hyderabad. their produce instead of being a mere producer of copra. Major 16 supermarkets/malls like Reliance market, D Desiccated coconut powder is another product found mart, Walmart, More hyper market, Ratnadeep, Inorbit in most of the supermarkets and malls in small packets. Mall, Big bazar, Forum Mall, Manjeera- Mall, Spencer’s Coconut milk is also having a prominent position when hyper market etc. were visited as part of this study. It compared with other coconut products. Dabur’s coconut was found that all supermarkets have varieties of edible milk is available in almost all supermarkets. Some of and non edible coconut products in their shelves. The them are manufactured in Nepal and imported by Dabur major edible products found were cut copra, coconut India Ltd. It shows the high demand of coconut milk in milk, coconut powder, tender coconut water, desiccated urban areas. The high income groups are using packed coconut powder, coconut based confectionaries and coconut milk for preparing variety of dishes. Coconut chocolates. milk based squash with the brand name of ‘Mapro’ was Cut copra was seen in major markets of Hyderabad also found in many of the markets during the study. It is due to its utility in culinary items in this area. People of felt that production and marketing of coconut milk is Andhra Pradesh are mainly utilizing coconut for making having tremendous scope in Andhra Pradesh. edible copra for their household purposes. Cut copra is Even coconut based confectionaries like biscuits used here as a major ingredient in a variety of dishes. and cookies have separate shelves in all supermarkets. Because of its culinary use, there is demand for copra in Britania, Nice time and Parle’s coconut are few of the the state during all seasons. Amalapuram, Ampajipeta coconut based biscuits found in all shops and super and Palakol are the important trading centres for coconut markets. and copra. All super markets and malls have cut copra Packed tender coconut water of M/s Push, in their own packets. Retailers are purchasing it from Manjeshwar, Kerala have franchises in Hyderabad wholesalers and repacking and selling with their own and the company is distributing packed tender coconut label. Even though copra is sold at a very high price at water to Q mart, Ratnadeep, Max hyper, Spencer’s and the retail outlets, the farmers are not getting even half Heritage fresh. Tender coconut water of M/s Cocojel

28 Indian Coconut Journal June 2015 Theme article was found in Ratnadeep. This product also seems to have high demand among the residents of Hyderabad as a rehydrating drink. North-East India - an Edible coconut oil could be found only in Reliance market emerging hub of value and Ratnadeep. Edible coconut oil of major brands like Kera and KPL, coconut milk powder of KPL and Maggi, and chutney added coconut products powder is available only in retail Kerala stores run by Keralites for catering to the need of Malyalees living in Andhra Pradesh. Dr. Rajat Kumar Pal, Unlike Kerala, coconut oil is not used for edible purposes in Deputy Director, CDB, RO-Guwahati Andhra Pradesh. Usage of copra for milling is very negligible and contribution of Andhra Pradesh to the coconut oil industry orth-East India is meager. comprising of The consumption of coconut is dominated by the food sector. Nseven states-Assam, The oil is further used in industrial applications like hair oils, Meghalaya, Manipur, soaps, shampoos etc. Toiletries occupies a major share among non Mizoram, Nagaland, edible coconut products in almost all the supermarket surveyed. Arunachal Pradesh and Parachute and Dabur Vatika have separate sections in most of the Tripura is gradually supermarkets. Other than this, other brands like Vijaya, Everest, becoming a potential market Meera, Parajet, Dabur Anmol Gold, Clinic plus etc. are also for value-added coconut found its space in the hair oil sections of major markets. Coconut products. Edible products oil based soaps, coconut milk based hand wash etc. have also like coconut biscuits and found in major markets. The fast developing market for these cookies, coconut water, toiletries offer good prospects for realizing better income to coconut cream, coconut coconut farmers. milk powder, coconut oil International brands of packed tender coconut water, fruit etc. are now available in the juice with , syrup etc. are also available in various shelves of retail shops and malls in the hi-tech city. Jell O Fresh, bottled tender coconut shopping malls in the North East. water and coconut water with pulp are imported from Thailand Bihu is the most important festival of and is sold @ Rs. 90 for 290 ml This drink with a shelf life of Assam which is celebrated three times a year, two years contains fructose and sugar. Another foreign product during April-May, January and October, found in the same mall was a Malaysian made coconut flavored followed by Durgapuja which is celebrated in syrup named Monin which is sold@ Rs 240 per 500 ml. Fruit October. During these festivals, home-made juice with nata-de-coco was also found in many of the market coconut products locally called as pitha and with different brand names like ‘Kokozo (Rs.50 for 300 ml)’ and laru are in huge demand amongst Assamese ‘Mogu mogu (Rs 55 for 300 ml)’ from Thailand. Other imported and Bengalis staying in Assam. During these products available in the markets are Maggi coconut milk powder occasions, these products are commercially imported from Srilanka and Bounty tender coconut covered with available in bazaar, retail shops etc. chocolate from Netherland. These foreign products have high Out of non-edible items, it is an ancient demand in areas where the high income groups are residing due tradition to use coconut hair oil amongst to their willingness to pay the premium prices for high quality Assamese. Other than hair oil, coconut based products. shampoo and soap are also available in the The study revealed that coconut and coconut based products market and are gaining importance. are very popular and are having good demand in Hyderabad. The market potentiality of coconut People are using different coconut based products in their day products (edible & non-edible) needs detail today life like raw coconut for culinary purposes, copra for survey in North-East India and accordingly edible purposes and milling, coconut oil for non edible purposes, market strategy may be framed regarding desiccated coconut, coconut milk and milk powder for household market promotion, logistics, backward and purposes and packed tender coconut water as a soft drink. Thus, forward linkage etc. the demand for coconut in the state of Andhra Pradesh is much Edible products like coconut biscuits, higher than the current production. If the Farmer Producer coconut milk, coconut milk powder, coconut Organizations can ensure a steady supply of coconut and other cream, coconut water, coconut pickle, value added products based on the consumer demand, coconut coconut toast pitha, coconut pickle and farmers can be ensured of a fair, steady, and reasonable price for coconut squash and non edible products their produce. FPOs can also take the advantage of the growing like coconut shampoo, coconut hair oil and consumer trends to have eco-friendly chemical free natural coconut soap are available in various shops g products by supplying quality products at a premium price. g in the North East.

Indian Coconut Journal 29 June 2015 Theme article

Marketing strategies for coconut and it’s value added products in Odisha E. Aravazhy , Deputy Director, State Centre, CDB, Odisha

he coconut is a benevolent price discovery mechanism through tree, a nature’s gift to mankind, competitive auctioning of coconuts. Tas it is a source of food, Co-operative marketing societies beverage, oilseed, fibres, timber, by acting as an agency in marketing health products and is an important of coconut can help the growers source of earning livelihood to the by reducing, if not eliminating people. The total area under coconut the various malpractices such as in Odisha is 55297 hectares with arbitrary deduction from the real a total production of 2942 lakh prices of the produce, manipulation nuts, thereby occupying the fifth of weights etc,. It can also increase the position among Indian states in area growers' share in the consumer price and production of coconut (2013- by eliminating the middlemen. The 14). The productivity of coconut major marketing centre for coconut in the state is 6080 nuts/hectare, in Odisha is Puri. The marketing which is low compared to coconut activities are being carried out by productivity of India. Of the 30 Sakhigopal Regional Co-operative districts in Odisha, about 60 per Marketing Society (Sakhigopal cent of the area and production of RCMS) and Brahmagiri Regional coconut comes from the undivided Co-operative Marketing Society coastal districts of Puri, Cuttack, supermarkets in Bhubaneswar, like (Brahmagiri RCMS). Coconut oil Balasore, Nayagarh and Ganjam. Big Bazar, Reliance fresh, Vishal is consumed mainly during winter Marketing of any product for exploring the availability of and its trade is confined mainly to is communicating the value of various value added products rural areas. Trade in coconut was a product, service or brand to of coconut. The major products essentially monopsonistic in nature customers, for the purpose of identified were packed coconut with a large number of cultivators promoting or selling that product, water, coconut biscuit and coconut selling their products only to a few service, or brand. The activities oil, coconut sweets, coconut milk village traders, local copra makers relating to marketing or market powder, coconut milk, coconut and agricultural co-operative promotion of coconut, copra and cookies, coconut milk, enriched societies and this is one of the major coconut oil alone during the previous coconut hair oil, nourishing hair oil, reason for the cultivators not being years has resulted in remarkable sugar sprinkled coconut biscuits, able to get a fair price. changes. So the scope of marketing conditioner, body lotion (coconut In addition to the traditional has been extended to cover a variety butter), ball copra, body lotion products of copra, coconut oil of coconut products. (coconut milk), shampoo etc. and copra meal, coconut has the Status of value addition in advantage of producing a wide Marketing of coconut variety of edible and non edible coconut in Odisha in Odisha products which are used both As far as Odisha is concerned, The presence of middlemen in the domestically and for the export value addition in coconut is confined marketing channels prevent farmers market. The availability of value to coconut oil. In the state, coconut from obtaining a higher share of added products of coconut in Odisha is mainly used for religious purposes the final product price. It is seen is very less. The existing products and only a very small population that a number of intermediaries are in the market are getting higher is using coconut oil for culinary grabbing a greater proportion of the price. This indicates the huge scope purposes. But small scale units price paid by the consumers. RMC of coconut based products in the are emerging in the state for the Sakhigopal is the hub of coconut market. In order to ensure higher production of cookies and sweets trading in Odisha. Since 1979, RMC income to the coconut farming from coconut. has enforced regulation (compulsory community, the marketing strategies A survey was conducted in major buying and selling in the yards) and need to be strengthened. g

30 Indian Coconut Journal June 2015

Value addition Deliciously Milky So Delicious Dairy Free with 65 Coconut milk based products

vegetarian-sourced saturated fat consisting of medium chain fatty So Delicious Dairy Free products are acids (MCFA). Scientists have long for those who prefer dairy and recognized MCFAs such as lauric gluten free food., This is the only company and capric acid for their anti-viral and anti-microbial properties. The that provides maximum many delicious body utilizes MCFAs as energy dairy-free milks, cultured products, instead of storing them as fat. The umpteen health benefits ascribed to coffee creamers and frozen treats. coconut makes it a much sought after product. Here is the success story of So Delicious Dairy Free, a US based company which is producing around collectives venture into processing 65 products using coconut milk. for value addition. Realizing its manifold health For centuries, people around the benefits, So Delicious Dairy Free world have revered and relied upon started producing an array of novel coconut for its nutritional powers delicious dairy-free delights that can and infinite practical uses. Native make one feel good about sipping, roduct diversification, tradition attributes healing and life- biting, pouring, scooping, licking, value addition and by giving properties to coconut. In and chugging throughout day. So Pproduct utilization are western society, the health benefits Delicious Dairy Free is bringing the key areas that must be of coconuts is just beginning to be joy to dairy-free lives since the last attended on an emergency basis understood. The mystery appears twenty-five years in coconut sector for realizing a to be in the favorable fats found So Delicious Dairy Free offers fair, reasonable and steady price in coconut. Coconut represents a so many ways to enjoy dairy-free to coconut. Coconut is having a product basket with an array of value added products like virgin coconut oil, desiccated coconut, coconut milk, coconut milk powder, milk cream, ball copra etc. It is high time that our farmers through their farmer

32 Indian Coconut Journal June 2015 Value addition

milk holiday beverages. These milk beverages are creamy and versatile alternatives to dairy milk. These delicious beverages can be used with cereal, in coffee, added to recipes, or just poured into a glass. There are eleven different kinds of varieties viz. Chocolate, Original, Unsweetened, Vanilla, Chocolate single- serve, Sugar free original, with its dairy free beverages, dairy Milk coffee creamers are made free desserts, dairy free cultured, with three delicious flavors. This dairy free creamers and dairy free product is a special product for for cooking. So Delicious Dairy all coffee lovers. Dairy Free For Free milk beverages are 100% Cooking products include Dairy plant based, soy-free, gluten-free Free Culinary Coconut Milks in eco- products. Dairy Free Desserts & friendly re-sealable containers and Toppings are a complete line of are replacements for heavy dairy dairy-free ice creams made from cream and canned coconut milks. coconut milk. Dairy Free Cultured Under the Dairy free beverage products are a wide array of dairy- category, So Delicious is free cultured coconut milk products. producing Coconut milk So Delicious Dairy Free’s Coconut beverages and Coconut

Indian Coconut Journal 33 June 2015 Value addition

It is the policy of So Delicious Dairy Free to exclude all allergens from their products unless they are known constituents of an ingredient and the allergen is declared on the package. State of the art testing procedures with sensitivity to the allergen down to five parts per million (5 ppm) is followed by the company.

Unsweetened vanilla, Cococcino latte, Cococcino Cultured Coconut Milk, Thick and creamy Cultured mocha, Cococcino latte single-serve and Cococcino Coconut Milk exploding with sweet raspberry mocha single-serve. Three different varieties are flavor, Strawberry Cultured Coconut Milk, Thick produced in Coconut milk holiday beverages; Mint and creamy Cultured Coconut Milk with succulent chocolate, Nog and Pumpkin spice. strawberry flavor, Strawberry Banana Cultured Dairy free coconut milk frozen desserts are Coconut Milk and Vanilla Cultured Coconut Milk. produced in 18 different flavours and categories. Six varieties of Greek cultured coconut milk are They are Cherry amaretto, Chocolate, Chocolate also produced viz. Blueberry Greek Cultured peanut butter swirl, Coconut, Cookie dough (gluten Coconut Milk,Plain Greek Cultured Coconut free), Cookies ‘n cream, Mint chip, Mocha almond Milk, Raspberry Greek Cultured Coconut Milk, fudge, Turtle trails, Vanilla bean, No sugar added Strawberry Greek Cultured Coconut Milk and butter pecan, No Sugar Added Chocolate, No sugar Vanilla Greek Cultured Coconut Milk. added mint chip, No sugar added vanilla bean, Dairy free creamers are another novel products of Cookies ‘N Cream Gluten Free,Cookie Dough So Delicious Dairy free which transform humdrum Gluten Free, Simply strawberry and Oregon mixed coffee and tea into a creamy and decadent part of berry. Cocowhip original and Cocowhip light are one’s morning routine. Soy-free and made using the two Coconut milk frozen dessert toppings Dairy only organic Non-GMO Project Verified coconuts, free desserts produced by So Delicious. these are good addition to enhance the morning Under Dairy free cultured category, the company beverage. Seven different varieties :Original, French is producing 13 varieties of cultured coconut Vanilla Quart, Original Quart, Barista Style French milk with different flavours. Viz. Unsweetened Vanilla, Barista Style Original French Vanilla and Cultured Coconut Milk,Unsweetened Vanilla, Hazelnut are produced under this category. Blueberry Cultured Coconut Milk, Chocolate Five different variety Coconut milk frozen Cultured Coconut Milk, Passionate Mango Cultured desserts sands & bars are also produced by So Coconut Milk, Plain Cultured Coconut Milk, Thick Delicious Dairy Free. Minis organic simply and creamy Cultured Coconut Milk, Raspberry strawberry bars, Minis organic just java bars, Minis coconut almond bars,Minis no sugar added fudge bars and Minis no sugar added vanilla bars are the various Coconut milk frozen desserts sands & bars Dairy Free for Cooking are yet other category of products wherein Culinary Coconut Milks in eco- friendly re-sealable containers are produced which are replacements for heavy dairy cream and canned coconut milks. These culinary milks can be added when making curries, creamy soups, or desserts. Original Culinary Coconut Milk and Lite Culinary Coconut Milk are the two varieties produced. g source: www.sodeliciousdairyfree.com

34 Indian Coconut Journal June 2015 By-product Natural & Yummy 980s was one of the most many, but the manufacturing hub eventful periods in the history is just one, located in Kandivali, 1of India. Those who are in their another Mumbai suburb. Every 30s and those who have crossed morning, the super tasty ice creams the age would have hundreds of start their journey in a fleet of trucks things to share/many images keep from the factory to all the Natural scrolling. But, every Mumbaities outlets, thus ensuring quality is not The Creamy Story or even those who were visiting compromised. Seasonal fruits are bought in relatives or who were on a short- “Machine-made fruit ice bulk daily from the market, and term stay in the metro in the 80s, cream needs additional the extracted pulp is heated, to would add one name to the artificial flavours get rid of unwanted bacteria, and list of great things that has “Naturals coconut and colouring then stored in aluminium-sealed happened in the 80s. And, ice cream with hot in the final packages. Equally importance that is nothing other than rashagullas – that’s my product. That is is given to the quality of the the Natural Ice Cream, recommendation something that milk being used. Buffalo milk which opened its first to the truly reckless” I fundamentally brought daily to the factory in outlet at Juhu, a northwest disagree with,” - Bipasha Basu tankers undergoes elaborate Mumbai suburb. says Chairman, treatment to maintain the The 300-sq-ft ice Managing Director prescribed bacteria count, and is cream parlour has been, and Founder of then thickened by reducing the and still is, a favourite Natural, R.S. Kamath. water content. The milk is then place to many. These words tell turned into condensed milk. The Though they were not you the secret of the condensed milk, fruit puree and selling the bright pink taste behind Naturals ice is then churned together and strawberry and bright ice cream varieties. allows it to get chilled. green pistachio flavors, Kamath says he has which were the hits experimented with 60 during those times, their different kinds of fruit. ice cream cools you instantly down! natural, fruity flavours like tender During off-season, they basically The growing demand of tender coconut, watermelon, Sapodilla depend on the fruit pulp from the coconut ice cream shoots up the (chikoo) and mangoes became a market and process it according to demand of tender nuts across the huge hit among Mumbaities. They their needs. country, which is very much a good got fan followers like cricketer Natural brand is on an expansion opportunity for the coconut farmers. Vivian Richards, master chef spree and the beacon is now in the Natural is planning to invest around Sanjeev Kapoor and Bollywood hands of Srinivas, Kamath’s son, Rs.50 – Rs. 70 crore across north, divas like Shilpa Shetty, Esha Deol who was inducted into the business south and west India over the next and Bipasha Basu. in 2009. Till now, the business has five years. If the pan-India sales of The brand has been making been facing expansion issues as they Natural are taken into account, it is ice creams using only fruits, dry had only factory which supplies to all very evident that there is growing fruits, chocolates, milk and sugar, the franchisees. But, with Srinivas demand for the tender coconut ice with no preservatives or stabilizer. on board, they are planning to open cream. This clearly implies that there With unconventional and unique more shops across the county, which is ample opportunity for the coconut flavours like tender coconut and will both manufacture and sell farmers across the country. g sitaphal, Natural is a delight for ice Natural ice creams. cream lovers. Natural has around Of all the flavours, the ethereal 118 parlours across south and west taste of tender coconut ice cream, India, selling 19 flavours of ice which is very creamy and rich in cream including tender coconut and flavor, is the one which is taking its jackfruit. It also has 116 franchise- rounds. The magic of the delightful run outlets. The franchises may be and most irresistible tender coconut

Indian Coconut Journal 35 June 2015 By-product Coconut chips : A healthy non-fried snack food

M.R.Manikantan, T. Arumuganathan*, M. Arivalagan, A.C.Mathew and K.B.Hebbar MATURE PB&PHT Division, ICAR-CPCRI, Kasaragod 671124, Kerala COCONUT * ICAR-Sugarcane Breeding Institute, Coimbatore 641 007, Tamil Nadu (8-9 MONTH)

REMOVAL OF HUSK HUSK

CUT INTO HALVES COCONUT WATER

REMOVAL OF SHELL SHELL

REMOVAL OF TESTA TESTA

WASHING IN CLEAN WATER oconut chips are crunchy, can cause high blood triglyceride delicious nutritionally rich levels while decreasing levels of SLICING OF THE KERNEL Cchips prepared out of 8-9 health-promoting HDL cholesterol (< 0.75 mm thickness) months matured coconut kernels. and may contribute to inflammation The kernels are uniformly sliced and oxidative stress, according to into about 0.75mm thickness and the American Heart Association. WASHING IN osmotically dehydrated with either Researchers in Europe and the CLEAN WATER salt water or sugar syrup. They do not United States have found acrylamide require continuous deep oil frying as in certain foods that were heated other chips. to a temperature above 120oC, but BLANCHING not in foods prepared below this (90-95oC for 2 min) Why we need alternate temperature. Potato chips and French snack foods? fries were found to contain 39 to 910 Many of the widely consumed times higher levels of acrylamide OSMOTIC DEHYDRATION (1 Hour) snack foods are high in refined compared with other foods. The or added sugar and World Health Organization and the low in nutritional value. Non-diet Food and Agriculture Organization DRYING soft drinks, cookies, candy, pastries, of the United Nations stated that the (70-80oC for 5-6 h) granola bars, chips, pretzels and levels of acrylamide in foods pose crackers generally contain more a “major concern”. Hence, there is calories and are less satiating than an urge to search alternative health COCONUT CHIPS fruits, vegetables, whole grains, promoting snack foods which is nuts and seeds. Consuming too devoid of frying. One possible Process flow chart for the production of coconut chips flow chart for the production Fig. 1. Process many refined or sugar-rich foods health promoting source of snack PACKAGING

36 Indian Coconut Journal June 2015 By-product food is coconut chips which don’t require deep frying What makes coconut chips as a healthy alternate snack food? Coconut has been part of diet and livelihoods in the tropical countries Coconut harvesting Coconut Coconut of Asia, the Pacific, South and Central dehusker desheller America and Africa for thousands of years. It provides a nutritious source Medicated Chips of kernel, water, milk, and oil that has fed and nourished populations around the world for generations. Coconut kernel is a potent source Osmotic Chips dehydration Blancher Coconut Slicer of and rich source of slices of plant with appreciable amount of fiber. It is naturally low in Fig. 2. Process protocol developed for production of coconut chips digestible carbohydrate, contains no gluten, cheaper than most other nut number of women entrepreneurs After blanching, the coconut slices flours, loaded with health promoting and self help groups in coconut chips are dipped in the osmotic medium fiber and important nutrients with making. A few units have started for osmotic dehydration for one good taste. commercial production and there is a hour. The osmotic medium differs good demand for this product in the according to the type of chips. The How to prepare? domestic and international market. temperature of the medium should be Coconut kernels undergo paring, at room temperature. For the small- blanching, osmotic dehydration Process Technology scale industry, agitation of the syrup and drying to become ready to eat Freshly harvested 8-9 months during osmotic dehydration is not chips. Frying is not undertaken old coconut is selected for chips required. For large-scale industry, in coconut chips making process. production. The index for selection agitation of the syrup during osmotic Using a new method of drying on of the nut is that the nut should dehydration is required. The syrup the basis of osmosis, in which partial be matured enough to be sliced. may be stirred every 10-15 minutes. dehydration in sliced form is brought If it is too tender, slicing and testa For the production of sweet about by dipping the fresh kernel in removing is not possible. The husk coconut chips, 600 g coconut slices sugar solution followed by hot air is removed from coconut by manual are dipped in osmotic medium drying. This is claimed to result in or mechanical dehusker. The shell is syrup containing 1 kg cane sugar of product with better flavor than freeze removed by using chisel type tool commercial grade and 20 g common drying method at comparatively or shell removing machine. Testa, salt in one litre clean water for one lesser cost. Hence, the resultant brown outer layer of coconut kernel hour. This medium can be reused coconut chips give health promoting is removed by using manual peeler with the addition of 150 g sugar substances and do not pose any health or coconut testa remover. Testa and 5 g salt for every 600 g coconut hazard. Nutritionally superior and removed coconut is washed in clean slices. Different flavours like vanilla, medicated coconut chips can also water. White kernel is cut into pieces pineapple, lemon and orange can be made by incorporating beet root, of triangular shape of about three also be added at 10 ml per litre syrup. carrot, ginger and pepper. Central inch size to hold it by hand for easy For the preparation of medicated Plantation Crops Research Institute slicing of the kernel. The slicing of chips, ginger essence obtained from (CPCRI), a constituent of Indian kernel is undertaken in either manual 150 g ginger is added along with the Council of Agricultural Research or mechanical slicer. The thickness normal ingredients. Nutraceutical (ICAR) and only coconut based of the slice should be very thin coconut chips can also be prepared research institution, has successfully and should not exceed 0.75 mm. by adding the juice obtained from developed a process protocol and Thoroughly washed coconut slices 600g carrot/beetroot or coconut machineries for the production are put in muslin cloth for blanching inflorescence sap (Neera/Kalparasa) of coconut chips. The CPCRI has and dipped in hot water at 90-95oC for with the usual ingredients. By giving already provided training to large 2 minutes to arrest enzyme activity. natural colour to the sweetened

Indian Coconut Journal 37 June 2015 By-product coconut chips, the nutritional quality chips is given in the Figure 2. expenses, insurance and sales in terms of phenolics, antioxidants, The nutritional quality of the promotion expenses. The variable and other important nutrients as well coconut chips is given in table 1. cost includes the working capital, as the attractiveness can be improved Table 1. Nutritional quality of expenses on electricity, water and so that it can flourish in the domestic coconut chips other utilities. The expenditure on market. For the preparation of raw material and packaging material salted spicy chips, osmotic medium Property Quantity is taken into account under working containing 30 g common salt in one Moisture (%) 2.17 capital. During coconut chips litre clean water is used. Further, Total Fat (%) 48.10 production from 75000 coconuts / for every additional dipping of 600 Protein (%) 1.24 year, 30000 kg husk, 10000 kg shell, g of slices, 10 g salt is added to Total sugar (%) 39.35 7500 litres water, and 500 kg testa the salt solution. After drying the Crude Fiber (%) 6.13 are obtained. slices, required quantity of chilli The additional benefit of selling Ash (%) 1.36 powder or black pepper powder or these co-products is not accounted white pepper powder is sprinkled Total carbohydrate (%) 46.13 in this analysis. The coconut chips to get salted spicy coconut chips. Energy (Cal per 100 g) 622 processing unit shall be located in Thus, the product diversification in the vicinity of the coconut growing coconut chips making will enhance Major part of the fat contains area to ensure the continuous the marketability and consumption medium chain fatty acids such as supply of raw material “coconut”. of coconut chips. lauric acid and capric acid which Approximately 2000 square feet Coconut slices after osmotic are beneficial for human health land which includes 1000 square dehydration needs to be dried and nutrition. Lauric acid has the feet building area is required. The immediately. The slices are taken additional beneficial function of cost of machineries and equipments out from the sugar solution and being formed into monolaurin in the for coconut chips production is allowed to drain. After draining out, human or animal body. Monolaurin estimated at 6 lakhs. One supervisor the slices are spread in a thin layer on is the antiviral, antibacterial, and and two skilled labours are required filter paper kept inside the trays of a antiprotozoal monoglyceride used for operation and maintenance of dryer. Solar, electrical, biogas/LPG by the human or animal. Further, coconut chips unit. Using the above and biomass fired dryers are used for it helps in reducing harmful LDL assumptions, the total fixed cost is drying of coconut slices. The osmotic and total cholesterol and increasing estimated at 12.06 lakhs. The total dehydrated coconut slices can be beneficial HDL in human body. variable cost is estimated at 26 lakhs. The unit cost of production is dried in forced hot air electrical dryer Economic analysis of at 70-80oC for 5-6 hours. estimated as 8.45 per 25 g packet of The coconut chips are coconut chips processing coconut chips. hygroscopic in nature. If the relative For any entrepreneurship By processing 75,000 nuts / humidity in the atmosphere is more venture, economic analysis needs year, entrepreneur can produce than 75 percent, it will absorb to be undertaken. ICAR-CPCRI has 11250 kg coconut chips. By selling moisture and loose its crispness. standardised the process protocol, coconut chips at the rate of 800/kg, Hence the chips must be packed developed the machineries for entrepreneur can get a net profit (per in the metallised poly film or processing 250 coconuts per day year) of Rs. 51,93,500. Additionally aluminium foil laminated with LDPE for coconut chips production and by selling the co-products like film pouches, which will maintain transferred this technology to the coconut husk, shell, testa and water, its flavour and crispness up to six aspiring entrepreneurs at nominal entrepreneur can earn more income. months period without affecting its technology transfer fee of Rs. 10000. It is concluded that after producing microbial and biochemical qualities. The economic analysis comprised 84832 packets of 25g coconut chips, To avoid the breakage of the chips the estimation of fixed cost, variable no profit no loss point will occur during transportation, it may be cost, production cost, profitability after 56 days of functioning of the packed as pillow packet using gases projection and break even period for unit. Thus, coconuts chips based like nitrogen or carbon dioxide. processing of 250 coconuts per day venture can contribute modest Important steps involved in the for a period of 300 days in a year. increase in the income and livelihood production of coconut chips are The fixed cost includes manpower, of the entrepreneur. Apart from the given in process flow chart (Fig.1). interest on capital loan and working profitability, this venture can result The protocol and machineries capital, depreciation on machinery into a suitable healthy snack food for required for the production of coconut and building, administrative children and adults. g

38 Indian Coconut Journal June 2015 News

Government gives a breather to coconut farmers The Government of Kerala has The state budget has set apart an issued an order giving directions amount of Rs. 10 crore for providing to the state’s excise department support for plant and machinery for issuing licenses to tap Neera, to each Coconut Producer’s the unfermented sap from coconut Companies to a maximum extent inflorescence to all applicants. Out of 25% of the total project cost or of the 362 Coconut Producer’s Rs.50 lakh whichever is higher. In Federations registered under the order to avail the benefits and the Coconut Development Board (CDB), amount allotted CDB has to submit only 173 federations have got the a proposal to the state government license to tap Neera so far, says the order issued by with proper recommendation as per the guidelines. the Department of Agriculture on 22nd June 2015. The projects should be credit-linked as back-end The order also raises the number of coconut palms subsidy and the proposal should be 25 per cent or less allocated to the Federations to 5000. Earlier licenses than that of the total cost, says the GO. were given to only 1500 palms. The budget has incorporated Rs.10 crore, which The Neera technician trainings conducted by the would be disbursed through the Kerala Financial Coconut Producer’s Societies/Federations should be Corporation, for providing equity support for the monitored by CDB, observed the order. A subsidy Farmer Producer’s Companies to the tune of 25 of Rs.10,000/- per person would be allotted for the per cent of the amount raised Neera technician training. The state Department by the farmers themselves. of Agriculture has to make arrangements to set The GO has also directed the apart Rs.12 crores in the budget for the trainings Department of Finance to take conducted by CDB and agencies under Department necessary steps to set apart Rs. of Agriculture. 32 crores for the same.

TN & Karnataka marches ahead with Neera Though issuing of licenses to tap Neera in the God’s proposed to allow tapping own country has not yet been in the full swing, of neera while presenting neighboring states Tamil Nadu and Karnataka, which the budget in March 2015. started their proceedings much later, are approaching Tapping of Neera would be the finishing stage at a faster pace. The Tamil Nadu allowed only through coconut Department of Excise has issued an order, outlining a growers’ federation in “limited project for large-scale production of Neera, while the quantities”. Mr. Siddaramaiah Karnataka government has earmarked funds for Neera said. Required amendments production in the state budget. Meanwhile in Kerala, would be made to the Excise the Rs. 15 crore allotted for Neera production in the Act to allow tapping of neera. previous budget left unutilized. However, through “Such a process would help an order issued on June 22nd by the Department of significantly increase the income Agriculture, Kerala has put an end to the long wait of coconut growers,” said the of the coconut farmers by issuing an order to release Chief Minister. Way back in 2007, Karnataka had Rs.32 crore to expand the production of Neera. come up with a draft neera policy but the government Though Tamil Nadu has less land under coconut had developed a cold feet regarding implementing the cultivation than in Kerala, it has achieved far more same fearing misuse of the same. productivity. Neera production has already started in Looking at the current pace of progress it can Coimbatore, Tiruppur, Erode, Madurai and Thanjavur be assumed that the neighboring states Tamil Nadu districts. The government of Tamil Nadu is providing and Karnataka would march ahead than Kerala and subsidies for Neera production. chances are high that Kerala’s pioneering efforts in In Karnataka, Chief Minister Siddaramaiah has popularizing the soft drink would go unnoticed.

Indian Coconut Journal 39 June 2015 News

Horti Sangam Fair 2015, Jharkhand

1 2 1. Shri. Radha Mohan Singh, Union Minister for Agriculture in CDB stall, 2. A view of Board’s stall in Horti Sangam Fair

Coconut Development Board In his inaugural address, the held as part of the programme participated in Horti Sangam Fair minister spoke on the importance wherein experts spoke on various 2015 held during 27 - 28 June at of Indian agriculture sector. Dr. management practices of different Barahi, Hazariganj, Jharkhand. Shri. Shyamlal, Assistant Director, crops. Thousands of farmers visited Radha Mohan Singh, Hon'ble Union Coconut Development received the the fair. A keen interest and demand Minister for Agriculture inaugurated minister in CDB stall. for coconut seedlings was shown by the two day fair. A Krishi Sanghoshti was also the visitors.

AP-TEC 2015 Coconut Development Board, State Centre, Hyderabad participated in AP-TEC 2015 organized by Andhra Pradesh Technology Development and Promotion Centre (APTDC) and Confederation of Indian Industry (CII) held at Central Tobacco Research Institute, Rajahmundry, Andhra Pradesh from 5th to Boards stall in AP Tech 2015 7th June 2015. The exhibition focused on technologies for Andhra Pradesh. Spices different coconut products, modern agriculture to create a Board, CTRI, Department of coconut varieties, schemes of platform for knowledge sharing, Horticulture and Farm machinery the Board and health benefits technology showcase, trading and manufacturers, Tata Steel Ltd, of coconut products were also business to business dialogues and Mahindra and Mahindra, JCB showcased. Coconut seedlings updating the stakeholders with India Ltd, etc. participated and from DSP farm, Vegiwada were latest developments in the field showcased their products in the also sold during the exhibition. of agricultural value chain. Dr. D exhibition. Coconut seedlings and bunches Damodar Reddy, Director, Central The Board exhibited various of different coconut varieties Tobacco Research Institute, value added products of coconut were also exhibited in Board’s Rajahmundry inaugurated CDB like packed neera, packed tender stall. The farmers, entrepreneurs, stall on 5th June 2015 in the coconut water, packaged coconut CPS/CPF functionaries, students presence of Shri H. Arun Kumar, milk power, virgin coconut oil, from various institutions and IAS District Collector, East confectionaries, handicrafts officials from the Department Godavari and Shri Vijayakumar, from coconut wood and shell of Agriculture and Horticulture Joint Director of Agriculture, etc. Informative posters on visited Board’s stall.

40 Indian Coconut Journal June 2015 News

9th Asian International Trade & Tourism Expo 2015 Coconut Development Board, participated in 9th Asian International Trade and Tourism Expo 2015 organised by CEMS Global, Dhaka, International Convention City at Bashundhara, Dhaka from 10th to 14th June 2015. Mr H T Imam, Political Advisor of Hon’ble Prime Minister of Bangladesh inaugurated the expo. Mr Abdul Matlub Ahmad, President, Federation of Bangladesh Chambers of Commerce and Industry and Mr. Humayun Rashid, Acting President of Dhaka Chamber of Commerce and Industry were present on the occasion as special guests. Mr. Imam in his key note address said Dr. A.K. Nandi, Secretary, CDB in the Board’s stall that there are ample opportunities in increasing trade volume between Bangladesh and India and by joining based products like virgin coconut hands together towards achieving oil, coconut milk, coconut milk desired developmental goals, both powder, VCO based body massage Bangladesh and India can make oil, VCO based mouth freshener, good advancements. Mr. Imam coconut oil based hair cream, pure termed the recent visit of India’s coconut oil (copra based), packaged Prime Minister to Bangladesh as tender coconut water, coconut chips, a milestone of bilateral relations spread and syrup made of Neera and between the friendly countries. activated carbon manufactured by Around 100 exhibitors from 10 various Indian companies were also countries exhibited their products in displayed in the stall, which evinced the expo. The participating countries keen interest among the visitors. The were India, Pakistan, Sri Lanka, stall of Coconut Development Board Singapore, Thailand, Myanmar, Board’s stall in 9th Asian attracted visitors and the public in Bhutan, Malaysia, Vietnam and International Trade & Tourism general were found to be very much the host country, Bangladesh. The Expo 2015 impressed by the display of value exhibitors displayed wide range of added coconut products. products like food and beverages, other coconut based products like It was generally felt that at present healthcare products, personal care desiccated coconut, coconut milk, there was very little awareness of & beauty products, fashion and coconut milk powder etc to the value added coconut products in accessories, textiles, household visitors which helped creating a Bangladesh. Their knowledge about products, arts and crafts, consumer very high level of interest for such coconut based products was mostly electronics, machineries, real estates, products in Bangladesh. Mr J L limited to tender coconut, coconut tours & travels etc. Mukherjee from HealthFitz Energy kernel and copra based coconut oil. Dr A K Nandi, Secretary, Coconut Product Private Limited, Kolkata After having seen and tested the value Development Board represented the displayed and distributed samples added products, people showed good Board. A wide range of value added of coconut oil based baby oil under interest when they were explained coconut products were displayed the brand name, Baby First at the about various value added coconut in Board’s stall with the objective stall which was highly acclaimed products and their benefits. Quality of creating awareness and market by the visitors and a large section of Indian made coconut products opportunities. Dr Nandi explained of visitors were very keen to buy produced under the technologies the benefits of VCO, Neera, the product outright from stall. provided by Coconut Development TCW etc and the convenience of Various other value added coconut Board also attracted the visitors.

Indian Coconut Journal 41 June 2015 News

CDB conducted entrepreneur’s meet at Coimbatore A meeting of entrepreneurs was organized by Coconut Development Board in association with Department of Agriculture and Tamil Nadu Agriculture University at Rasi Seeds Hall, Tamil Nadu Agriculture University, Coimbatore on 13th June 2015. Around 250 people from various departments, Tamil Nadu Agriculture University and potential entrepreneurs participated in the meet. Shri.Rajesh Lakhoni, IAS, Agriculture Production Commissioner, Govt. of Tamil Nadu inaugurated the programme. Shri.Rajesh Lakhoni, IAS, Agriculture Production Commissioner, Govt. of Tamil Nadu in his inaugural address mentioned that the aim of this meeting is to Inauguration of Entreprenuer’s meet promote coconut based products and value addition in coconut. He requested Coconut Development Board training on Virgin Coconut oil, Coconut Development to give Neera training at Coconut Research Station, Board is ready to give one day training programme. Veppankulam and Aliyar Nagar. He also suggested that He informed that there are four technologies for Neera, people from the two Coconut Research Stations can be ie.,CPCRI technology, CDB technology, SCMS and deputed to CDB Institute of Technology, Vazhakulam to KAU Technology . undergo Master technician training. APC also mentioned Smt. Annie Eapen, Chemist, CDB Institute of that there is reduction of allotment of fund for CDB Technology, Aluva briefed about the Neera Technology schemes in Tamil Nadu during this year and requested and value added products on Neera. She informed that CDB to allot more funds to CDB schemes and to also CDB is recommending packed Neera as it is hygienic requested to develop the DSP farm. than raw neera because of microbial infection and Shri. Lunghar Obed, Director, CDB, RO, Chennai mentioned that palm sugar and palm syrup are very good in his welcome address informed that the objective of for diabetic patients. Shri. Manickavelu, MD, KVIC and this meeting is introducing new technologies of coconut Smt.A. Kamalam, MD, Coimbatore and Erode Jaggery and he mentioned that Tamil Nadu is having 21% of Co-operative Marketing Federation, Kunnathur spoke coconut area in India and the production is 31.3%. Dr.M. on the guidelines for the issue of Neera licence. Dr.M. Rajendran, IAS, Director of Agriculture, Govt. of Tamil Rajendran, IAS, Director of Agriculture cleared the doubts Nadu in his keynote address said that Tamil Nadu is of entrepreneurs about neera tapping in Tamil Nadu. having one third of coconut in India and productivity is Shri. Suresh Kumar, Teakrafts Ltd, Coimbatore also more. He requested CDB for the implementation of briefed about the machineries on desiccated coconut. Rejuvenation scheme in Tamil Nadu also. He mentioned He informed that packaged desiccated coconut powder that Govt. of Tamil Nadu has given 100 acre land for can be kept with a shelf life of six months. Shri.S. the establishment of DSP farm of Coconut Development Nedunchezhian, Alpha Lavel, Kochi briefed about Board at Dhali village, Udumalpet and the work is in the separator machineries for mature coconut water, progress. The inaugural session ended with the vote coconut milk, virgin coconut oil, neera etc. Shri.C.V. of thanks by Smt.T. Bala Sudhahari, Deputy Director, Muralidharan, H & G Technomark Inc, Kochi briefed CDB, RO, Chennai. about the machineries for the separation of virgin Shri.Rajamanickam, Professor and Head, CRS, coconut oil. Shri.C.M. Kamaraj briefed about the export Aliyar Nagar was the Panel Moderator of the technical related details and he mentioned that North India is the session which followed. He stressed on the medicinal best place to sell tender coconut and desiccated coconut uses of coconut milk and oil. Shri. Hemachandra, powder. Deputy Director, CDB, Kochi briefed about the Shri.J. Vanangamudi, Head Canara Bank, MSME Technology Mission and value addition on coconut . Felicitation Centre, Coimbatore briefed about the details He has informed that CDB is designated as Export of loan facilities available with Nationalized Banks. Shri. Promotion Council for coconut and coconut products. Shanmuga Siva, Project Manager, District Industries 316 coconut industries are given assistance by CDB. He Centre, Coimbatore briefed about the schemes of District pointed out that there are three major problems for the Industries Centre. Shri. Balasubramaniam, Chief entrepreneurs, ie., loan, technology and machineries. He Manager, Federal Bank Ltd, Coimbatore briefed about suggested that if 10 members are interested to undertake the loans and schemes available in Federal Bank. Shri.K.

42 Indian Coconut Journal June 2015 News

Nagarajan, Deputy General Manager, Ltd., Kangeyam briefed on the Karur Vysya Bank, Tirupur briefed manufacturing of shell charcoal and about various schemes of the bank. activated carbon. He further told that, During the meeting, Shri. the coconut shell which was wasted Kalaiselvan briefed about the virgin earlier is now used for making coconut oil manufactured by Farm activated carbon. The participants Pact Coconut Product Pvt. Ltd., requested CDB to give wide publicity Pattukkottai. He informed that on the medicinal uses of coconut milk the virgin coconut oil produced by and coconut oil through media. M/s. Farm Pact Coconut Product, An exhibition was also organized Pattukkottai contains 50.3% lauric as part of the programme wherein acid whereas mother’s milk contains Thirukochi, Kaipuzha, and Palakkad 46% lauric acid. He requested the Coconut Producer Companies, CIT entrepreneurs that before starting Vazhakulam and Tamil Nadu Palm any unit, one should thoroughly Development Board displayed their Retirement know about the technology in detail products. Neera and value added Shri. K.P. Antony, retired on the product. Shri.A. Satyan, products from neera were also from the service of Coconut SPKS Enrich Products, Pollachi displayed in the exhibition. Smt. T. Development Board. He briefed about the desiccated coconut Bala Sudhahari, Deputy Director, joined the Board on 29th powder manufacturing. Shri. CDB, RO, Chennai proposed a vote of July 1986 Jayanthan, United Carbon Solutions thanks.

Kalparasa launched at Goa account of innovations made in Kalparasa collection, its quality standards, value addition, marketing and financial benefits. He said that switching to kalparasa tapping provides multiple advantages to the economy, environment, farmer and consumer. Tapping the tree Dr. N.K. Krishna Kumar, Deputy Director General (Hort. Sci.), ICAR for Kalparasa will be at least ten launching Kalparasa times more profitable than allowing the plants to produce nuts. Mr. ‘Kalparasa’ a fresh, hygienic and Kalparasa is a perfect natural drink Orlando Rodrigues, Director of unfermented energy drink from and could be an alternative to Agriculture released a technical coconut inflorescence was launched aerated drinks. The richness of its bulletin on ‘Kalprasa- Collection for its collection and sale in Goa nutrients and other phytochemicals and Value addition’ published by recently. Shri Krishna Plantations, like minerals, amino acids, vitamins CPCRI, Kasargod. He appreciated Goa signed a memorandum of and antioxidants makes it not only the new innovation in collection and Agreement with ICAR-Central an ideal health drink but also could marketing and mooted the idea of Plantation Crops Research Institute be a best sport drink. He handed formation of federations in Goa as it (CPCRI) for its collection using over the bottled kalparasa named exists in other states. Coco-sap chiller technology and the as Nanukalparasa to the Chairman Dr. N.P. Singh, Director, Central fresh unfermented juice will be sold of Nanu Enterprises. Mr. Crisna Coastal Agriculture Research in resorts and local markets. (Bhau) Naik. Shri Pravas Naik Institute, Goa offered felicitation It is devoid of preservatives and M.D., M/S Krishna Plantations Dr. K.B. Hebbar, Head, PB&PHT other additives. Launching the drink Pvt. Ltd. welcomed the dignitaries Division, CPCRI, Kasaragod Dr. N.K. Krishna Kumar, Deputy and assured that “Nanukalparasa” demonstrated the collection of Director General (Hort. Sci.), ICAR will be made available in the local Kalparasa using Coo-sap chiller. in a function jointly organized by markets of Goa very soon. The meeting was attended by CPCRI, Kasaragod and Krishna Dr. P. Chowdappa, Director, farmers, entrepreneurs and Enterprises, Goa emphasized that CPCRI, Kasaragod gave a detailed academicians.

Indian Coconut Journal 43 June 2015 News

Senior Officers Meeting of Coconut Development Board held A meeting of the senior officers of the Coconut Development Board was held on 1st and 2nd June 2015 at Kochi to review the activities and achievements of the Board in different states during the financial year 2014-15 and the action plan for 2015-16. Shri T.K. Jose, IAS, Chairman chaired the meeting. Shri T.K. Jose, IAS, Chairman in his introductory remarks spoke Senior officers meeting in progress on the structural changes in coconut sector through the formation of growing states viz. Maharashtra, and requested all unit offices to carry Farmer Producer Organizations Odisha, West Bengal, Goa etc. out the activities with prudence in major coconut growing states. Chairman called upon senior and sincerity for the betterment The formation of three tier system officers develop and demonstrate of coconut farming community. of FPOs has helped the Board leadership and interact more with Officers from respective unit offices to reach the grass root level. State agencies. Shri Sugata Ghose, presented their achievement and The implementation of Board’s CCDO appraised the meeting about target for the current year. programmes through FPOs has the major activities of the Board The meeting was also attended resulted in better implementation and during last financial year and action by Shri. Rajeev P George, Dr. T.I. facilitates convergence with other plan of CDB during the current Mathewkutty and Shri. Lungar Obed schemes. For better implementation year 2015-16. Shri A.K. Nandi, Directors, Deputy Directors and of CDB schemes, FPOs need Secretary, briefed the financial and other senior officers of the Board of to be formed in other coconut administrative status of the Board the Board.

CDB Farms will initiate research activities A review meeting of the Farm Managers and Assistant Directors of nine DSP Farms under Coconut Development Board held at Kochi on 8th and 9th June 2015 decided to initiate research activities. The DSP farms will initiate various research programs like comparative study of coconut seedlings’ vigour in different sowing methods (Tall Shri T. K. Jose, IAS, Chairman, CDB addressing officers and Dwarf), effect of irrigation and mulching in growth characteristics Sugata Ghose, CCDO made Shri T.K. Jose, IAS, Chairman of coconut seedlings in nursery ( Tall the introductory remarks. Shri said that the primary aim of CDB and Dwarf), varietal performance P. Sabareenathan, Finance Officer farms should be the production of of different cultivars under various in his presentation spoke on quality planting material, improving climatic conditions in DSP farms, the need for an online software production and productivity of effect of inter cropping with for accounting and maintaining coconut in the country and enhancing perennial crops and green manure inventory of the unit offices and production of hybrid seedlings. crops in coconut gardens etc. farm. Dr Remany Gopalakrishnan, Shri Sugata Ghose, CCDO called Concrete efforts will be made Consultant spoke on the need upon the officers to transform CDB’s to bring in changes in research for research in CDB DSP Farms. DSP farms to model demonstration through DSP Farms of the Board. Assistant Directors/Farm Mangers farms. Shri Pramod P. Kurian, Shri Rajeev P George, Director presented the status of the respective Assistant Director, proposed a vote welcomed the officers and Shri farms. In the concluding remarks of thanks.

44 Indian Coconut Journal June 2015 Market review Market Review May 2015 n The prices of milling copra and coconut oil expressed a steady downward trend in major markets in the country during May, 2015. n The international price of coconut oil and copra expressed a slight improved trend

Highlights Highlights during May, 2015 compared to previous month.

he month of May 2015 per quintal. The monthly average at Alappuzha market opened at witnessed a steady downward price of Rs.13812/-per quintal at Rs.9500 per quintal improved to trend in prices of coconut, Kochi market and Rs.14288/-per Rs.9650/- on 5th and ruled steady T till 12th. On 13th, price declined to copra and coconut oil at all important quintal at Kozhikode market were markets in the country. about four and six percent lower Rs.9400/- and further to Rs.9200/- on 21st and thereafter expressed Coconut Oil than that of the previous month and about 12 percent less than that of the a downward trend and closed at The price of coconut oil which corresponding month last year in Rs.8800/- with a net loss of Rs.700 opened at Rs.14300 per quintal the respective markets. The monthly per quintal, The price of office pass at Kochi market, declined to Rs. average price of Rs.13372/- per copra at Kozhikode market opened 14200/- on 6th May, expressed a quintal at Alappuzha market was at Rs.9550/- per quintal declined steady downward trend and closed at marginally lower than that of the to Rs.9450/-on 5th and thereafter Rs.13100/- with a net loss of Rs.1200 previous month and about 15 percent expressed a downward trend and per quintal. The price of coconut less than that of the corresponding closed at Rs.8800/- with a net oil at Alappuzha market opened at month last year. The monthly loss of Rs.750/- per quintal. The Rs.13300 per quintal, improved to average price of Rs.12444/- per monthly average price of Rs.9412/- Rs.13500/- on 5th,to Rs.13600 on quintal at Kangayam market in Tamil per quintal at Kochi market and 13th and ruled steady till 23rd. The Nadu was seven percent lower than Rs.9090/- per quintal at Kozhikode price declined to Rs.12900/- on that of the previous month and about market were six and 10 percent 25th and closed at Rs.12700/- with a 17 percent lower than that of the lower than that of the previous net loss of Rs.600 per quintal. The corresponding month last year. month and about 16 and 17 percent price of coconut oil which opened at lower than that of the corresponding Kozhikode market at Rs.14900/- per Milling Copra month last year in the respective quintal, expressed a declined trend The price of FAQ copra which markets. The monthly average and reached Rs.14400/- per quintal opened at Rs.9900 per quintal at price of Rs.9330/- per quintal at on 8th and thereafter ruled steady till Kochi Market, declined to Rs.9800/- Alappuzha market was marginally 18th. The price declined to Rs.14300/- on 6th and thereafter expressed a lower than that of the previous on 19th, expressed a steady declined steady downward trend and closed at month and about 13 percent lower trend and closed at Rs.13900/- per Rs.8700/- with a net loss of Rs.1200 than that of corresponding month quintal with a net loss of Rs.1000 per quintal. The price of Rasi copra last year. The monthly average price

Price behaviour of coconut oil during May 2015 Price behaviour of copra during May 2015

Indian Coconut Journal 45 June 2015 Market Review of milling copra of Rs.8515/- per in Karnataka was Rs.12417/- per was Rs.17577/- per thousand nuts, quintal at Kangayam market in quintal, which was about six percent was about marginally lower than Tamil Nadu was 12 percent lower higher than that of previous month that of the previous month and about than that of the previous month and and about four percent higher than 32 percent higher than that of the about 20 percent lower than that that of corresponding month last corresponding month last year. of the corresponding month last year. Tender coconut year. The monthly average price of Dry Coconut The monthly average price of milling copra at Ambajipeta market The monthly average price of tender coconut at Maduur APMC in Andhra Pradesh was Rs.8742/- Rs.10744/- per thousand nuts of market in Karnataka was Rs.10365/- per quintal and the prices were dry coconuts at Kozhikode market per thousand nuts, was marginally marginally lower than that of the was about nine percent lower than less than that of the previous month previous month as well as that of the that of the previous month and and about 22 percent higher than that corresponding month last year. about 19 percent higher than that of of the corresponding month last year. Edible Copra corresponding month last year. International The monthly average price Coconut The International monthly of Rajapur copra at Kozhikode The monthly average price average price of coconut oil at market at Rs.14282/- per quintal, of partially dehusked coconut at Philippines (C.I.F. Rotterdam) was marginally lower than that Nedumangad market was Rs.16000/- market was US $ 1081 per MT. This of the previous month and that of per thousand nuts, was same as that was four percent higher than that of corresponding month last year. of the previous month and about previous month and 27 percent lower Ball Copra nine percent higher than that of the than that of corresponding month last The monthly average price of corresponding month last year. year. The monthly average price of ball copra at Kozhikode market The monthly average price US$745 per MT of copra was about at Rs.12726/- per quintal, was of partially dehusked coconut five percent higher than that of the marginally lower than that of the at Arisekere APMC market in previous month and about 24 percent previous month and about six percent Karnataka was Rs.13365/- per lower than that of the corresponding lower than that of the corresponding thousand nuts, was marginally lower month last year. month last year. than that of the previous month. The domestic price of coconut The monthly average price of The monthly average price oil during the month of May 2015 ball copra at Tiptur APMC market of partially dehusked coconut in Philippines was US$1051 per in Karnataka was Rs.13139/- per at Bangalore APMC market in MT and in Indonesia the price was quintal. This was marginally lower Karnataka was Rs.17327/- per US$1080 per MT. The international than that of the previous month and thousand nuts, was nine percent price of Palm oil was US$649 per about seven percent higher than that higher than that of the previous MT, oil (RBD) US$978 of the corresponding month last month. The monthly average price of MT and Soybean oil US$711 per year. The monthly average price of Grade-1 quality partially dehusked MT respectively during the month of ball copra at Arsikere APMC market coconut at Mangalore APMC market May 2015. g

Prices of coconut oil , copra and coconut at various marketing centres during May 2015 Edible Dry Coco- Coconut Oil Milling Copra Ball Copra Partially dehusked Coconut Copra Coconut nut (`/Qtl) (`/Qtl) (`/Qtl) (`/Qtl) (`/1000 nuts) Date Kochi Alappu- Kozhi- Kan- "Kochi Alappu- Kozhi- Kan- Ambaji- Kozhi- Kozhi- Tiptur Ban- Ar- Kozhi- Nedu- Ar- Ban- Mangalore zha kode gayam (FAQ)" zha (Rasi kode gayam peta kode kode glore sikere kode man- sikere glore (Grade-1) Copra) gad 03.05.15 14300 13300 14900 12933 9900 9500 9550 9000 8500 14200 12500 12850 16300 12300 11000 16000 13200 17000 18000 10.05.15 14360 13433 15160 13421 9960 9580 10040 9592 8917 14460 12963 13065 15600 11331 12093 16000 14100 15417 18000 17.05.15 14067 13567 14400 12611 9667 9483 9150 8617 9450 14258 12683 13117 16250 11874 10733 16000 13200 17500 18000 24.05.15 13683 13600 14100 12400 9283 9300 8983 8367 8500 14342 12800 13192 17000 12351 10767 16000 13333 17083 17167 31.05.15 13233 12867 13900 11944 8833 8883 8842 8183 8267 14417 12958 13245 17000 12706 10700 16000 12907 17000 17000 Average 13929 13353 14492 12662 9529 9349 9313 8752 8727 14335 12781 13094 16430 12112 11059 16000 13348 16800 17633 Source: Kochi: Cochin Oil Merchants Association and Chamber of Commerce, Kochi - 2, Kozhikode: The Mathrubhumi daily Alapuzha: The Malayala Manorama daily, Arsikere : APMC, Arsikere Price quoted for office pass copra at Kozhikode and Rasi copra atAlappuzha markets.

46 Indian Coconut Journal June 2015 Monthly Operations Monthly Operations- July

Andaman & Nicobar Islands: Open basins around regime by providing proper drainage during rains and palms of a radius of 2m from the base of the palm. Apply irrigating the palms during summer. If bud rot disease 25 to 50 kg of cattle manure or compost and 10-20 kg of is noticed, remove and clean the infected tissues and ash per tree and cover the basins with soil. Remove the apply Bordeaux paste on the affected portion. The weeds in the nursery. treated portion should be given a protective covering to Andhra Pradesh : Continue manure application if not prevent washing out of the paste during rains. Spray the done during June. Plant seedlings in the main field. As a neighbouring plants with one percent bordeaux mixture. prophylactic measure against the infestation of rhinoceros Adopt plant protection measurers when the weather is beetle, fill the youngest three leaf axils with a mixture of clear. Remove the weeds from the nursery. 250g powdered marotti/ neem cake with equal volume Bihar / Madhya Pradesh/ Chhattisgarh : Provide of sand or place naphthalene balls(12g/palm) and cover proper drainage. Do not allow rain water to accumulate them with sand thrice a year. If the attack of the mite for a long time in the pits. Transplant selected good is noticed, spray neem oil - garlic – soap emulsion 2 quality seedlings in the already prepared and half percent (20 ml neem oil + 20 g garlic emulsion + 5 g filled pits. Drench the basins of transplanted seedlings soap in 1 litre water) or commercial botanical pesticides with 0.05 percent chlorpyriphos twice at 20 to 25 days containing azadirachtin 0.004 per cent @ 4ml per litre on interval against the attack of termites. Apply 2 kg bone bunches, especially on the perianth region of buttons and meal or single superphosphate in the pit before planting. affected nuts or root feed neem formulations containing Open the basins around the palm of a radius of 2m upto azadirachtin 5 per cent @ 7.5 ml with equal quantity of a depth of 15-20 cm, and apply manures and fertilizers water. and cover with soil. Assam : Do not allow rain water to accumulate in the During this month apply 30-50 kg farmyard manure/ pits of transplanted seedlings. Clean the crowns of the compost per palm in the basin before the application palms. If stem bleeding disease is noticed, (1) remove of fertilizers. In irrigated and well maintained gardens the affected tissues of the stem and apply 5 percent apply the fertilizers @ 275g of urea, 500g single super calixin on the wound. When this is dry apply warm coal phosphate and 500g muriate of potash. In rain fed gardens tar (2) root feed the affected palm with 5 ml calixin in apply the first dose (1/3 of the recommended dose) of 100 ml water per palm at quarterly intervals (3) apply 5 fertilizers i.e. 250g urea, 350g single superphosphate and kg neem cake per palm per year along with the organic 400 g muriate of potash, per adult palm and cover with manure during the post monsoon period (4) regulate field soil. The gaps caused by the death of seedlings (previous

Indian Coconut Journal 47 June 2015 Monthly Operations year’s planting) should be filled up, preferably with Maharashtra/ Goa/ Gujarat : Bury husk in trenches polybag seedlings. Similarly, remove all unhealthy and between palms with concave side up. A prophylactic defective seedlings and replant with healthy seedlings. spray with 1 per cent bordeaux mixture may be given Check the palms for bud rot. If bud rot is found, remove against fungal diseases. the affected parts and apply bordeaux paste. Spray the Orissa : As a prophylactic measure against the neighbouring palms/ seedlings with 1 per cent bordeaux infestation of rhinoceros beetle, fill the youngest three mixture. leaf axils with a mixture of 250g powdered marotti/ neem Karnataka : Open circular basins around the palm, of a cake with equal volume of sand or place naphthalene radius of 2m. Take appropriate control measures if attacks balls(12g/palm) and cover them with sand thrice a year. of rhinoceros beetle and red palm weevil are noticed. Hook out the rhinoceros beetles. Manure vegetables and Keep the garden free of weeds. Give a prophylactic other crops. Give a prophylactic spray with 1 per cent spray with 1 per cent bordeaux mixture if not given bordeaux mixture against fungal diseases. during the last month. Seedlings can be planted during Tamil Nadu/ Puducherry : Open basins around this month. If the attack of the mite is noticed, spray the palms. Keep the garden free of weeds. Give the neem oil - garlic – soap emulsion 2 percent (20 ml neem palms a prophylactic spray with one per cent bordeaux oil + 20g garlic emulsion + 5g soap in 1 litre water) or mixture to prevent bud rot and other fungal diseases. commercial botanical pesticides containing azadirachtin Apply the first dose of fertilizers i.e. 300g urea, 500g 0.004 per cent @ 4ml per litre on bunches, especially on single superphosphate and 500 g muriate of potash per the perianth region of buttons and affected nuts or root adult palm if not applied during last month. Search feed neem formulations containing azadirachtin 5 per for rhinoceros beetle on the crowns of the palms with cent @ 7.5 ml with equal quantity of water. the beetle hook and kill the beetles. As a prophylactic Kerala/Lakshadweep : Open basins around the palms, measure against the infestation of rhinoceros beetle, of a radius of 2 m and fill them with green manure cuttings fill the youngest three leaf axils with a mixture of 250g or green leaves @ 25kg per palm or bulky organic powdered marotti/ neem cake with equal volume of manures like cowdung, compost, etc.@ 50kg per adult sand or place naphthalene balls (12g/ palm) and cover palm and close the basins partially, if not done in June. them with sand thrice a year. Planting of seedlings in Clean the pits in which seedlings have been planted. the main field can be done during this month. Search Search the crowns of trees for rhinoceros beetle, red palm palms affected by Thanjavur wilt and take appropriate weevil and also for bud rot disease. Take steps to check management practices. If the attack of the mite is them. Clean the crown of the palm. If the attack of the noticed, spray neem oil - garlic - soap emulsion 2 mite is noticed, spray neem oil - garlic - soap emulsion percent (20 ml neem oil + 20g garlic emulsion + 5g 2 percent (20 ml neem oil + 20g garlic emulsion + 5g soap in 1 litre water) or commercial botanical pesticides soap in 1 litre water) or commercial botanical pesticides containing azadirachtin 0.004 per cent @ 4ml per litre on containing azadirachtin 0.004 per cent @ 4ml per litre on bunches, especially on the perianth region of buttons and bunches, especially on the perianth region of buttons and affected nuts or root feed neem formulations containing affected nuts or root feed neem formulations containing azadirachtin 5 per cent @ 7.5 ml with equal quantity of azadirachtin 5 per cent @ 7.5 ml with equal quantity of water. water. Remove the weeds from the nursery. Tripura : Basin around the palm should be cleaned by removing the weeds. Green manure crops sown in May if any, should be ploughed and incorporated during the month. As a prophylactic measure against the infestation of rhinoceros beetle, fill the youngest three leaf axils with a mixture of 250g powdered marotti/ neem cake with equal volume of sand or place naphthalene balls(12g/ palm) and cover them with sand thrice a year. Collected seed nuts may be sown in seed beds without delay by taking advantage of the rain. West Bengal : Apply green manure at the rate of 25 kg per palm. Keep the garden free of weeds. Start planting of seedlings in the main field. A prophylactic spray of 1 percent bordeaux mixture against fungal diseases may be given. g

48 Indian Coconut Journal June 2015