I intend to start a new vegetarian restaurant in Puttur within a year.

Why a new business?

Our existing coconut oil business has matured. We had taken massive loans to start, and now we’ve almost cleared all the debts. The product variety and quality are well established, the distribution network is in place, the internal team is strong, and the e-commerce channel is performing well. To scale further, we need to expand our sales team, but hiring and managing them is a tremendous challenge. So, while we’ll continue pursuing this as Plan A, Plan B is to start a new business for future growth.

What will be different in this new business?

When I started my previous venture, I was unmarried and in my late 20s. Today, I’m 40, married, and a father of two. Naturally, my risk appetite is much lower. The capital investment will also be minimal, and any debt raised will be conservative.

In the coconut oil business, we sell through retailers. While our brand focuses on offering a high-quality product, retailers often prioritise higher margins through cheaper alternatives. This creates a barrier between the brand and the consumer. In this new business, I want to engage directly with consumers.

What will remain the same?

The Cocoguru brand and the values it represents—purity, hygiene, safety, high quality, technology-enabled processes, professional management, innovation, and a commitment to green food products.

Why a restaurant?

I’m a foodie—I love eating. Until I turned 30, I focused only on taste and enjoyed chats, Chinese, and North Indian spicy foods. Now, my body no longer tolerates unhealthy options. Most restaurants are known for unhygienic kitchens and cheap ingredients, making it difficult for someone like me to find a place that meets my preferences. I believe there are others who feel the same way and whose needs are currently unmet.

How will this restaurant differ from others?

We’ll be making several bold decisions that may reduce customer choices and narrow our offerings, potentially affecting revenue. But these choices are central to our philosophy.

• Local – We will serve only traditional Tulunadu vegetarian dishes. There will be no chats, North Indian, or Chinese items. Some might object: “Don’t we already make this at home?” The goal is to serve food “just like how it is made at home.”
• Simple – The menu will be short and fit on a single page. This helps us maintain quality by focusing on a few, well-prepared dishes.
• Fresh – Leftovers won’t be served. We’ll prepare food fresh every day, even though it's commercially challenging.
• Hygienic – Hygiene is a hallmark of our coconut oil mill and will be a top priority in the restaurant too. Cleanliness enhances not only food safety but also peace of mind. Though it adds to the cost, we believe people will appreciate it.
• Healthy – While restaurants often focus only on taste, our goal is to offer food that is both delicious and good for long-term health.
• High-Quality Ingredients – Many restaurants use low-quality ingredients due to customer price sensitivity. We have experience producing premium coconut oil and will apply the same standard here. Cooking oil, a key ingredient, will be only coconut oil and ghee—no refined or hydrogenated oils.
• Technology-Enabled – I’m a firm believer in the power of technology to enhance experiences. Menu presentation, ordering, payment, fulfilment, and marketing will all be driven by technology.

When do we plan to start?

This idea took root a year ago, but execution was delayed due to uncertainties from the pandemic. I had planned to fund the venture by selling a piece of land, but was unable to do so. Now, it's time to stop making excuses and move forward. I've set a deadline of June 2023. The next 10 months will be dedicated to learning hotel management, perfecting recipes, drafting a thorough business plan, and gathering the required resources.

Where will it be located?

With a lower risk appetite and limited capital, we’ll rent the restaurant space. It will be set up somewhere in Puttur town, wherever a suitable location is available when we begin.

What will be the name?

The name currently being considered is Cocoguru Adigemane. "Cocoguru" leverages the brand we’ve already built, and "Adigemane" reflects our commitment to local, homely, coastal Karnataka cuisine.