Madhura Agro Process Pvt Ltd (MAPPL), is located in Coimbatore, the 2nd largest coconut growing district in the world, and promoted by women agripreneurs, Disappointed with the seasonal nature of business and consistently low prices for tender coconut at the farm gate, despite high street prices; promoters of MAPPL, looked at opportunities to improve the fortunes of coconut farmers. They soon realised that value addition in Tender Coconut was the only way to establish a regular business, and put pricing power in the hands of farmers. If they could do it without increasing consumer price, the enterprise could deliver handsome rewards to all stakeholders.
All market surveys pointed to a growing demand for fresh juices and tender coconut water was right on top. A growth opportunity was staring the promoters in their eyes, and they decided to grab it with both hands. MAPPL has been formed with the explicit objective of improving the financial health of coconut farmers and all stakeholders in coconut farming, and at the same time give consumers the Nectar of the God’s in all its original splendour in convenient handy packaging.
Tender coconut water is one of the purest, exquisitely tasting, most nutritious wholesome beverage that nature has provided mankind.
No wonder it is called, ‘nectar of the god’s’. With a delicate aroma and taste, it has all the functional characteristics of a health, sports & energy drink. The water of tender coconut, technically the liquid endosperm, is a wholesome beverage for people of all age groups and is becoming popular day by day amongst sportsmen, health-conscious people, yoga enthusiasts, pregnant & lactating mothers and young children. Called ‘Water of Life’, the tender coconut has been a life giver for centuries, having been used as intravenous fluid, treatment for urinary tract infection, and several medical applications. However, tender coconut water has traditionally been consumed directly from its shell, and has for long been the most difficult drink to preserve and package.
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