Kerala, known for its lush coconut groves, has long been a land of opportunity for those willing to innovate. Preeja, an inspiring entrepreneur, has transformed this abundant resource into a thriving business, Coconent. Specialising in dehydrated grated coconut, her venture brings the rich, natural flavors of Kerala to consumers worldwide. Her journey—from a career in banking to becoming a business leader—is a testament to resilience, innovation, and dedication.
Preeja, alongside her husband, ventured into the food industry with a vision to create a sustainable business that empowers local farmers and ensures the authenticity of Kerala’s flavours. Like many entrepreneurs, she faced challenges, but her unwavering commitment helped her overcome obstacles and build a successful brand. Her story serves as a beacon of hope for aspiring women entrepreneurs, proving that with passion, strategic planning, and perseverance, success is within reach.
A journey of resilience, innovation, and empowerment – Excerpts from the interview with Preeja by Small Enterprise India
1. What inspired you and your husband to establish Coconent, and how did your backgrounds influence this venture?
After my husband gained experience in the GPS industry, the onset of the pandemic halted our progress in that field. As a result, he decided to shift focus and explore opportunities in the food sector. Meanwhile, I was also contemplating a new venture.
When I decided to transition from SBI General to pursue a business career, my goal was to create a venture that would generate consistent income throughout our journey and, ideally, provide opportunities for future generations. However, fate took a different turn when friends encouraged me to explore a new role with ICICI Lombard General Insurance Company. There, I had the privilege of serving as the Branch Operations Manager, a role that significantly enhanced my managerial skills and customer relations experience. This transition allowed me to grow as a front-end supporter, refining my approach to business and customer interactions.
At the same time, we actively sought innovative product ideas and explored potential technologies, as well as financial support available through both central and state government initiatives. Through a fortunate meeting with an official from the Coconut Development Board (CDB), we learned about the promising opportunities within the coconut industry. Although we were presented with several ideas, after conducting market research and a series of experiments, we chose to focus on dehydrated grated coconut as our core product.
2. How does Coconent ensure the authenticity of Kerala’s flavours in its products?
We prioritise the authenticity of our products through various rigorous methods, ensuring that quality is never compromised. One of the key strategies we employ is sourcing coconuts directly from local farmers. This not only supports the local economy but also guarantees the freshness and superior quality of the product.
The rich and creamy flavour of our coconuts is largely attributed to the fertile soil, abundant rainfall, and tropical climate of the Kerala region, all of which contribute to exceptional quality. Farmers in Kerala typically adopt natural farming practices, avoiding synthetic fertilizers and pesticides, which aligns with our commitment to providing coconuts that are both flavourful and free from harmful chemicals. This sustainable approach also contributes to the extended shelf life of our products.
3. Can you share challenges faced as a woman entrepreneur in the food industry and how you overcame them?
We are currently in the early stages of our journey. I believe that challenges are universal and affect everyone equally. I have certainly faced challenges myself and worked diligently to overcome them.
As a housewife turned entrepreneur, I face unique challenges that stem from balancing my responsibilities at home with the demands of running a business. Managing household duties while striving to grow a business requires constant juggling and prioritisation. The lack of a structured work environment, often found in traditional workplaces, can be isolating and makes it difficult to separate personal life from work life. Additionally, societal expectations and sometimes being overlooked in a male-dominated business world can be discouraging. Despite these obstacles, I remain determined and resilient, understanding that with perseverance and dedication, the challenges can be overcome. Being an entrepreneur from home has taught me to be resourceful, disciplined, and patient, but it also underscores the importance of support systems and time management in maintaining a healthy work-life balance.
I firmly believe that possessing strong knowledge in the area we choose to pursue can significantly reduce obstacles. Acquiring ideas and expertise plays a crucial role in problem-solving. Adopting a positive attitude towards challenges and addressing them promptly is key to finding effective solutions.
4. How do you balance traditional food processing methods with modern business practices?
Dehydration has long been a natural preservation method, practiced since ancient times. Our approach has been to mechanise these traditional techniques, which is the primary difference. While we have incorporated modern machinery, we continue to uphold key traditional practices in sorting, quality checking, and utilise contemporary methods for deshelling, cleaning, dehydration, and packaging. These combined practices ensure the consistency and efficiency of our product.
In terms of marketing, we also embrace modern business practices by leveraging social media platforms such as Instagram, Facebook, and YouTube. By blending tradition with innovation, we are able to stay competitive in the market while preserving the essence of authentic, high-quality food.
5. What strategies have you implemented to empower local farmers and promote sustainable sourcing?
We follow sustainable sourcing practices through direct sourcing and fair-trade principles. Coconent ensures price guarantees that protect farmers from market fluctuations, offering them a minimum price to provide stability. Additionally, we engage in long-term agreements with farmers, fostering strong, lasting relationships.
We also collaborate with Farmer Producer Organisations (FPOs) in the region, promoting mixed cropping practices to enhance soil health and reduce dependency on a single crop. This holistic approach benefits both the environment and the farmers, contributing to a more sustainable agricultural ecosystem.
6. How has your partnership with your husband influenced Coconent’s growth and vision?
My partnership with my husband has had a significant impact on the growth and vision of Coconent. He is both a critical thinker and an encouraging individual, qualities that have been invaluable throughout this journey. While our differing ideas and perspectives occasionally lead to conflicts, we always manage to come to a final decision that proves beneficial. His support and constructive criticism have played a crucial role in shaping the direction of our business.
7. What advice would you offer to aspiring women entrepreneurs aiming to enter the food sector?
As someone still early in this field, I don’t claim to have all the answers, but I can offer a few suggestions based on my experience so far. If you’re passionate about something, you can definitely achieve it. However, success requires focus on certain key areas:
First, it’s crucial to have a clear vision for your product and focus on authenticity and unique flavors that will set your brand apart from the competition.
Next, create a solid plan by conducting thorough market research, analysing your competitors, and outlining financial projections, pricing, funding, and scalability strategies from the outset.
Consistency in maintaining the quality of your product is essential, and it should never be compromised.
Invest in branding and building a strong digital presence, and consider launching an e-commerce platform to reach a wider audience.
Building a support network is also key, and it’s important to be prepared for the inevitable challenges that will arise.
Finally, continuously innovate and assess your business. Evaluate your products, packaging, and marketing strategies to stay relevant and continue to grow.