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 <img src="https://cdn.shopify.com/s/files/1/0741/4490/7494/files/Book_Review_The_Coconut_Oil_Miracle_by_Bruce_Fife.webp?v=1749447538" alt="Book Review: The Coconut Oil Miracle by Bruce Fife">
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If a 250-page book has to be written exclusively on one product, without much repetition, making full sense with understandable logic, by a veteran nutritionist, then this should suggest how miraculous the product (Coconut Oil) should be. Now, why isn’t there a similar book that talks about the so-called healthy and widely used oils like Sunflower Oil, Soyabean Oil or Hydrogenated Oils (Vanaspati)?

Book is smartly organised because the author understands that readers have been misinformed so far. In the first chapter he works on dispelling the deeply held myths. In the next he builds the foundation by discussing about the basic of fats and human body. In each of the subsequent chapters he discusses each one of those benefits giving scientific reasons and examples. To conclude he guides the reader on how one can buy and use coconut oil.

Summary of the book
The truth about the miraculous benefits of coconut oil has been hidden by Western companies to protect their business interests. Tropical oils like Coconut Oil and Palm Kernel oils used to be popular in America and were a threat to their domestic soyabean oil industry. In order to popularise their products, they had to prove that tropical oils were bad. So, they funded research to say that coconut oil contains saturated fats, which are the cause of heart-related diseases. They proved this by testing using hydrogenated fat on rats. Later, they went on a massive campaign against tropical oils and promoting their oils. The domestic edible oil companies made their money, but with it went the health of the average American. He has acquired obesity, heart disease and many others.

Saturated fats are highly stable as all the carbon atoms have formed bonds with hydrogen atoms and carbon atoms bond with each other through stable single bonds. Unsaturated fats have a few double bonds between carbon atoms and they are free to break down into toxic free radicals and oxidation causing rancidity. Oxidation and free radical formation are accelerated when heat, light and pressure is applied. That is why Coconut oil can be stored conveniently for 2 years while other oils hardly last 6 months.

Fatty acids have chains of varying lengths of carbon atoms; ones with less than 12 carbon atoms are medium chains, and those with more than 12 atoms are long chains. The shorter the length, the easier it is to digest. Fatty acids found in coconut oil are medium chain, and they are quickly digested by a lever to get energy while other fats are stored. That is why replacing other oils with coconut oil can promote weight loss. Also, coconut oil is used by athletes who need a quick burst of energy.

Coconut Oil has excellent anti-bacterial, anti-fungal and anti-viral properties with no side effects. That is why it is among the ultimate natural medicine. If people learn of this, pharmaceutical companies will lose business in the long run. Coconut oil is used in most Ayurvedic therapies, and ancient Indians were aware of its benefits. AIDS has no cure, and AIDS patients are advised to consume coconut oil as it gives them immunity that they severely lack.

Coconut Oil is a great anti-oxidant, removes dead cells and gives complexion to skin and hair. It is very good at preventing premature aging of skin.

Coconut Oil can be Virgin or refined(RBD – Refined, Bleached & Deodorized). Virgin is one which is extracted by least amount of processing, it has the natural coconut smell and taste. In Refined version it is subjected to about 200 degree heat and chemicals, it is bland and will not overpower the taste of food on which it is used. Author recommends the Virgin Coconut Oil.

This is just a summary, and the book contains a lot more interesting facts and analyses to make it a fascinating reading experience. I am both delighted and angered by reading the book. I am delighted because I have grown up (and still continue) consuming coconut oil for all purposes (edible and cosmetic). Never knew such wonderful properties of coconut oil. Angered because American companies and doctors have maligned people from consuming coconut oil into unhealthy, refined and hydrogenated oils. The author and I don’t suggest that Coconut Oil is the only healthy oil. Other healthy fats are Butter/Ghee, Olive Oil, Til Oil and Palm Kernel Oil in raw form. But Virgin Coconut Oil is the healthiest of all.
Read the book online @ Google Books
Buy the book @ flipkart.com

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When I ask random people about the coconut oil brands that they are aware of, they all say Parachute and in many cases only Parachute. Name Parachute is synonymous with coconut hair oil, Marico should be congratulated for successfully branding the commodity and establishing a whopping 50% + market share in Indian organized coconut oil market. They are also a boon to the Indian coconut industry as they consume 7% of Indian coconut production.

Now that we have launched Cocoguru brand of coconut oil, Question that anybody would ask is “We already have Parachute available everywhere, then why Cocoguru?”. I would like to answer that in this post.

1.Brand Positioning
Parachute brand represents Hair Care, and Coconut Oil is one of the ways in which they nourish your hair. That is why we have hair cream, jasmine oil, and non-stick hair oil from Parachute. Cocoguru brand represents the delivery of the natural goodness of coconut oil, which is one of the ways in which we deliver to you the benefits of coconut oil. We have organic coconut oil, oil cake and edible Copra. We plan to introduce virgin coconut oil, desiccated coconut powder, coconut milk, etc, in future.

2.Cooking Oil vs Hair Oil
Though both brands are 100% pure coconut oil and follow PFA (Prevention of Food Adulteration Act) guidelines and are hence edible, the parachute is used as hair oil by people across India and the world and has a much wider mainstream market. Cocoguru is used as cooking oil by people in Coastal Karnataka and has a niche market. We believe that coconut oil’s benefits are best realized when used in our diet, although it is an excellent hair oil. With Parachute, you see only small quantities of up to 1 litre of blue colour HDPE bottles, while edible oil brands generally pack in pouches, cans and tins in quantities above 1 litre.

3.Cold Press process vs Heat Press process
Parachute is mass manufactured using a heat press process. Copra is roasted and cooked to remove moisture and fed into an expeller for crushing at high temperature and pressure. Oil extracted through this process has smells sharper, lasts longer due to less moisture and is a more efficient process in terms of percentage of oil recovered from Copra.
Cocoguru is manufactured using cold press process. Sun dried Copra is directly fed into Ghani (rotary machine) for crushing. Oil that comes out isn’t subjected to much pressure, temperature and hence retains the Natural Goodness of Coconut. Cold Pressed oil has a milder smell and appears colorless like water while heat pressed oil appears yellowish.

4.Quality of Raw Material (Copra)
The quality of coconut oil in the cold press process depends mainly on the quality of the Copra; even one bad Copra can quickly spoil the oil extracted from that batch. So, we can’t afford to use bad quality copra. The heat press process masks the presence of bad-quality copra. We need only a few hundred tons of Copra per year and can afford to have labourers sort out good quality Copra from bad quality ones. When Parachute uses millions of tons of Copra for mass manufacturing oil, it can’t afford to ensure raw material quality. Also, they use 7% of coconuts produced in the country; if they go hunting for only good quality copra, they will be left with not that much Copra. The bad quality copra that we separate are taken by copra traders and sold to Marico in Kasargod for making Parachute Coconut Oil. That is how we know that even bad quality copra is acceptable to them.

5.Job Work Service
Parachute has 5 factories in Maharashtra, Goa, Tamil Nadu and Kerala and caters to the entire country. We are where our customers are and work closely with them. Customers can get their Copra crushed at our factory and take back oil and oil cake for certain crushing service charge.

6.Cost and Price
500 ml Parachute bottle retails at 90 /- while Cocoguru sells at 30/- for a 500ml pouch. I would say Cocoguru is 3 times cheaper for a superior product! The reason for this vast difference is in the costs. Parachute has the overheads of managing a listed company, managing the copra supply chain, spreading brand awareness, and distributing intensively to a national market. Ours is a closely held family business catering (not unorganized) to a small local market and buying Copra directly from farmers. Parachute attracts higher taxes, 13.5% VAT and 8% excise duty, as it is used for cosmetic purposes, while Cocoguru has no excise duty and only 5% VAT as it is used for edible purposes.

7.Brand Awareness, Availability, Packaging
Above 6 points are all positives for Cocoguru over Parachute. But I give it to Parachute without much comments w.r.t. Brand Awareness (category definer), nationwide distribution and innovative packaging from small 1 Re tube to 1 litre bottle.

Based on these facts, Is Cocoguru threatened by Parachute? No. Cocoguru targets a small market of Coastal Karnataka and Kerala, where people use coconut oil for cooking purposes. The cooking Oil market is highly price-sensitive. So, because of the small market size and high price sensitivity, the cooking oil market isn’t attractive for big players like Parachute. Still, I wish Parachute, for its market power, would have done its bit to promote the health benefits of coconut oil and endorse its usage as cooking oil. Instead, it chose to launch Saffola (blended safflower oil with rice bran oil) and Sweekar (refined sunflower oil) to cater to the edible oil market.

Then, who is the biggest threat to Cocoguru? Cheap substitutes like refined palm oil and sunflower oils are the biggest threat. Perception (wrong perception) that Coconut Oil is bad for heart because of Cholesterol and all saturated fats are bad is another big threat.

Image 1: Pouch Packing Machine for packing in 1 Litre and 500 ml

Image 2: Pouch Packing Machine for packing in 100 ml

Image 3: Sachet Packing Machine for packing in 5 ml for marketing as 1 Re sachet
 
 

Filling Machines 1. for filling in Tin/Cans 2. for filling in bottles
 
 

 Air Compressor for supplying compressor air for energy and control for all machines