Cocoguru has been the pioneers and the only brand to make roasted coconut oil for cooking in coastal Karnataka region. Marketing it is very risky because of several myths that the consumers have about it.

All micronutrients are destroyed during roasting
Oil millers who can’t invest in equipment for roasting and take the risk of marketing it, just mislead consumers. They claim that their oil has all the micronutrients like vitamins remain in tact. Fact is that coconut oil is 100% fat, with no micronutrients. If at all they are there in traces, they are retained even after roasting. Nobody consumes coconut oil for its vitamins, it is for its fat.
Roasting of copra is not a process that completely destroys the properties of coconut oil, it is a small process that only enhances the fragrance and taste of coconut oil.
People also confuse roasting with refining. Refining is a highly complex process that people think of but roasting is a small process like drying of copra.

Colour of oil is yellow and hence it is inferior
Oil extracted from copra that has gone bad will be of darker colour. Oil extracted from copra after roasting is also darker or yellow in colour. But they cannot be equated. The point is discussed in detail in this post. Why is Cocoguru coconut oil yellow in colour? English metaphor “Don’t judge a book by its cover” is appropriate here. Smell it and experience it completely before judging the oil.

It is not suitable for cooking, suitable only for hair
It is an edible oil, highly recommended for cooking. In addition to normal cold-pressed coconut oil, roasted coconut oil also adds to the flavour, aroma and taste. The whole kitchen and dining will be scented with divine coconut flavour. Heating food items moderately is not bad, in fact it is good and sometimes essential. Rice has to be cooked with steam, chapathi has to be roasted before eating. We never say rice or wheat has lost its quality in the process.

It is not naturally possible to have such sweet aroma and taste, it must be perfumed
I have heard these objections many times by retailers, I show them by drinking a few drops of oil to convince them. Sweet aroma and taste are emitted after the roasting of copra pieces. Experience the difference between raw ground nuts and roasted ground nuts. The more you heat tea leaves, the more aroma and flavour it emanates.

Shelf life is high because of the use of preservatives
Roasting of copra dries out any moisture still left in copra. Moisture causes rancidity in oil. This is the reason cold-pressed oils and wood-pressed oils go rancid fast as they contain too much moisture. Heating also sterilises the bacteria and fungus in copra. So, shelf life is enhanced without adding any preservatives.