Cocoguru is the pioneer and the only brand producing roasted coconut oil for cooking in the coastal Karnataka region. Marketing this product is challenging due to several consumer myths surrounding it.

Myth 1: All micronutrients are destroyed during roasting.

Oil millers who lack the resources to invest in roasting equipment often spread misinformation. They claim their oil retains all its micronutrients, such as vitamins. The truth is, coconut oil is 100% fat and contains no significant micronutrients. Even if present in trace amounts, they remain intact after roasting. People don't consume coconut oil for its vitamins but for its fat content. Roasting does not degrade the oil; it simply enhances its aroma and taste. It’s a basic process, comparable to drying copra—not to be confused with refining, which is a complex industrial procedure.

Myth 2: Yellow colour indicates inferior quality.

Yes, oil extracted from spoiled copra turns darker. However, oil extracted from properly roasted copra also appears yellow or darker, and that doesn’t mean it's of poor quality. These two should not be confused. For a detailed explanation, refer to our post: "Why is Cocoguru coconut oil yellow in colour?" The English proverb, “Don’t judge a book by its cover,” fits perfectly here. Instead of judging by appearance, smell the oil and experience its taste to form an opinion.

Myth 3: It is not suitable for cooking—only for hair.

Roasted coconut oil is an edible oil, highly recommended for cooking. Unlike regular cold-pressed oil, it offers enhanced flavour, aroma, and taste. Cooking with it fills the kitchen and dining area with a rich, divine coconut scent. Moderate heating of food is not harmful; in fact, it’s necessary—rice needs to be steamed, and chapatis roasted before consumption. We don’t say rice or wheat lose quality after cooking—so why say that about coconut oil?

Myth 4: The sweet aroma and taste must be due to added perfume.

This is a common objection from retailers. To counter it, I often drink a few drops of oil in front of them. The aroma and taste result from roasting copra pieces. Compare it to the difference between raw and roasted groundnuts—the more you roast tea leaves, the more flavour they release. The same applies here.

Myth 5: Long shelf life must mean preservatives are added.

Roasting copra removes residual moisture, which is a major cause of rancidity in oils. Cold-pressed or wood-pressed oils tend to go bad faster because of the higher moisture content. Roasting also sterilises any bacteria or fungi present. This naturally extends the shelf life—no preservatives are used.