“Choose a job you love, and you will never have to work a day in your life.” – Confucius

I’ve chosen a job I truly love—building a business. I market a product I personally admire and use every day. Coconut oil manufacturing has been our family business, started by my father. But I didn’t enter it as part of his succession plan. In fact, he didn't want me to take it up, having faced many hardships himself. But I insisted, and building Cocoguru has been my dream ever since.

In this post, I’d like to share my personal love for coconut oil and my experiences with it.

My father started a coconut oil mill in Puttur in 1988, when I was in 1st standard. It was located right next to our house, so I grew up physically close to the mill. But mentally, I wasn’t involved. Even my younger brother used to help there, but I showed no interest. My parents often forced me to visit the mill, where I would instead play with tools and repair my cycle. Interested in physics and mechanics, I would observe how motors turned and how power was transmitted to the oil extraction machines. Since I was academically inclined and my brother was more drawn to business, it was assumed that he would continue the business, while I would pursue a white-collar career.

Hair Oil

Until I turned 25, I never applied hair oil. One day, feeling that my hair had turned dry, I picked up a bottle of Parachute. It smelled so pleasant and so different from the coconut oil produced at our mill. I assumed it must be perfumed, though still labeled as pure coconut oil. That moment led me to develop the habit of applying coconut oil on my scalp—not just to moisturize my hair and scalp, but also to enjoy the fragrance. That’s how my appreciation for coconut oil began, and the habit continues to this day.

Cooling Effect

Back in my hostel days, I was known for washing clothes frequently—often daily, since I would wear a pair just once. After washing, my hands felt hot and dry due to detergent. To cool and moisturize them, I would apply coconut oil on my hands and legs. Today, I see the same use in commercial settings, like cement plants. In fact, I receive bulk orders from them for coconut oil, specifically for moisturizing hands after handling cement.

Oil Pulling

My mother, a health-conscious woman, practiced and recommended oil pulling for oral health. Since I already loved coconut oil and was keen to explore new ways to use it, I began oil pulling. It significantly improved my dental health—no more sensitivity or swollen gums. It also serves as a way for me to test the quality of our product. While oil pulling involves swishing the oil in the mouth, I wouldn’t mind even if I accidentally swallowed some.

Instant Energy

I like to eat my meals on time—early breakfast, lunch, and dinner. But while traveling, sticking to this schedule isn’t always possible. I also dislike eating junk food on the go. When I get hungry and my energy dips, I take about 5 ml of coconut oil. Unlike other edible oils, coconut oil is easily digestible and provides instant energy—plus, it leaves a pleasant taste in the mouth.

Sales Pitch

Sometimes, I accompany our sales van to build new relationships or collect feedback. When I meet a new customer, they’re usually hesitant at first. I place a few drops of oil on their hand for them to smell. Since ours is roasted coconut oil, its aroma is stronger than regular oil. That piques their interest. The conversation then shifts to pricing and business terms, and often, that’s how a new business begins.

Occasionally, customers doubt the purity of our oil, thinking it’s perfumed. In such cases, I pour a few drops into my mouth and swallow it in front of them. That convinces them, and satisfies me as well.

Oil Smell

During oil extraction, a strong aroma wafts from our factory and reaches the nearby road, over 150 meters away. Sitting in the factory and soaking in that smell all day is blissful. My clothes carry that aroma, and when I step out, people ask me about it. I love that—it only happens with coconut oil.

In contrast, my experiences with other oils—especially sunflower oil—have been unpleasant. At my hostel in Mysore, the kitchen was on the ground floor and the dining hall directly above. The smell of sunflower oil would fill the dining space. Being a slow eater, I had to endure the smell longer. Worse, it stuck to my clothes, so even after leaving the mess, I could still smell it. Eventually, I started changing into different clothes just to go to the mess. I’ve even stayed in a lodge in Erode where the restaurant was below my room, and the smell lingered all night. Many hotels lack proper kitchen ventilation, so the oil vapors circle around the dining tables. I avoid such places.

Oily Food

When eating out, I generally avoid oily food, as restaurants often use cheaper oils like sunflower oil, palmolein, or vanaspati. A good oil enhances the flavor and texture of food. I particularly enjoy the oily dishes prepared by the Goud Saraswat Brahmin community. At our home, oil usage is minimal, and the food feels bland. I once attended a relative’s function where they used Cocoguru coconut oil for all dishes. I got to taste items like poori and jilebi—foods I hadn’t eaten in a long time. At our factory canteen, we prepare one deep-fried item every week to test the oil's quality. During Diwali, we make boondi ladoos using our oil and distribute them to employees and customers. Local delicacies like charmuri, omelette, pathrode, fish fry, and banana chips all taste best when made with coconut oil.

Overall, I use coconut oil to indulge three of my senses—smell, taste, and touch. Only a poet can truly express how delightful it feels; the rest of us need to experience it to understand.