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

All micronutrients are destroyed during roasting.
Oil millers who can’t invest in roasting equipment and take the risk of marketing it just mislead consumers. They claim their oil has all the micronutrients, like vitamins, remaining intact. The fact is that coconut oil is 100% fat, with no micronutrients. If they are present 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 destroys the properties of coconut oil. It is a small process that only enhances the fragrance and taste of coconut oil. People equate roasting with refining. Refining is a highly complex process that people think of, but roasting is a small process, like drying copra.

The oil’s colour is yellow. 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? The English metaphor “Don’t judge a book by its cover” is appropriate here. Smell it and experience it entirely before judging the oil.

It is not suitable for cooking; it is appropriate 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 a sweet aroma and taste; it must be perfumed.
I have heard these objections many times from 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 they emanate.

Shelf life is high because of the use of preservatives.
Roasting of copra dries out any moisture still left in the 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.