At Cocoguru, our work is guided by principles that go beyond business. These beliefs shape every decision we make — from how we manufacture to how we speak. Here's what we stand for:

Purity

We deliver products in their purest form.

This may sometimes result in a higher price, but that is a consequence we accept — not out of compulsion for compliance, but because it is our core philosophy.
We don’t make products just to meet a need at the lowest possible cost. For example, vanaspati serves the functional needs of bakers who want saturated fat. But it is a product engineered from cheap vegetable oils. At Cocoguru, we would rather provide ghee in its natural form than make or sell vanaspati.
For us, purity is not just a feature — it’s a commitment.

Transparency

We speak our truth — always, and to everyone.

We believe in doing what feels right to our conscience — not just when someone is watching. That’s why we have nothing to hide, and no fear of unannounced visits. We don’t need to rehearse what to say or train our employees to present a polished version of the truth. What you see is who we are.
Over the years, many well-wishers have advised us to hold back — to not speak our minds, to avoid revealing too much, especially when competitors might be watching and learning. I understand the risks of being open. But still, this is the way I feel most comfortable.
For us, transparency is not a strategy to build trust. It is simply our way of being.

High Quality

True quality is difficult — and worth it.

Everyone likes to talk about quality — it sounds good in marketing. But delivering true quality in practice is extremely hard. It means going against the grain, fighting the system, and often paying a price that very few are willing to bear.
Vendors are not used to supplying high-quality inputs. They have to be trained, corrected, and supported. Customers, too, are used to tasting average quality and have come to believe that’s how things are supposed to be.
The market is large when you target the masses, but it shrinks drastically when you target the classes — especially in a small town like Puttur. So, when we say “high quality,” it’s not just a label we flash on our website. It’s a choice we make, knowing well that it may limit our market and slow our growth.

Healthy Choices

If it’s not good enough for our home, it’s not good enough for our brand.

Being in the food business, we believe our core responsibility is to provide healthy nutrition. But health — though widely appreciated — is not easy to sell. People want to eat well and stay healthy, but it requires discipline and sacrifice. It’s much easier to make food taste great using artificial enhancers, and that’s the path many take.
Customers often hesitate to pay a premium for healthy food — but end up paying far more later in the form of medical bills and health issues.
At Cocoguru, we offer food products that we choose for ourselves and our families — for our own well-being.

Clean & Hygienic

We maintain cleanliness not to impress — but because we live here.

Every workplace and every product must be clean and hygienic — especially when it comes to food. It may appear expensive and difficult, but with discipline and consistent practice, it’s not just a better way — it’s actually a cheaper and more sustainable one.
Cleanliness doesn’t happen by accident. It requires thoughtful design, training the workforce, and building the right habits over time. It’s unfortunate that in our society, footwear is sold in spotless showrooms while fruits and vegetables are sold on dusty streets. That contrast highlights how hygiene is often overlooked where it matters most.
At Cocoguru, we maintain cleanliness not to impress customers, but because we work and live in this space every day. That’s why you’ll find our campus free of litter, our factory clean and well-maintained, our machines cared for, our data well-organised — even our website reflects that same mindset.

Brand

Our brand is our reputation, our promise, and our identity.

Some may say that the product is all that matters — after all, it's the product that ultimately satisfies the customer’s need. While that is true to an extent, we believe that a trusted brand multiplies the value of a good product.
A strong brand gives customers confidence before they buy, satisfaction after they use, and pride in recommending it to others. It communicates consistency, trust, and responsibility — especially when the customer cannot verify every detail of quality or process.
At Cocoguru, we work every day to build and protect our brand — through quality, service, honesty, and communication. We want our customers, employees, and partners to feel proud of associating with Cocoguru.
Brand is not just a logo or a marketing line. It’s our reputation, our promise, and our identity. And we are committed to strengthening it with every decision we make.

Integrity in Compliance

We play by the rules — even when others don’t.

In theory, being fully tax compliant sounds like the simplest way to do business — no worries, no consequences later. But in practice, it’s anything but easy.

• The laws are complex, and understanding them comes with a steep learning curve. Every transaction is documented and traceable, so even minor mistakes can result in serious penalties.
• Officials who are meant to enforce tax laws sometimes discourage compliance — because they have more to gain from non-compliant businesses who can be pressured for personal gain.
• Customers often don’t value the taxes we pay, as it doesn’t benefit them directly. Instead, they see our prices as higher and choose cheaper alternatives from non-compliant sellers.
• Vendors get frustrated when we insist on proper tax invoices, GST returns, APMC statements, or Form 35B. They ask us why we demand all this when others don’t.
• Even employees don’t find us attractive when we offer fully compliant salary structures. We deduct ESI, PF, PT, and TDS, while many competitors pay only cash or give inflated in-hand amounts. Most people focus only on the take-home figure, not long-term benefits or legality.

Many well-wishers advise us not to fight the system — to just do what’s easy and convenient. But we choose to look at the bigger picture.
At Cocoguru, we are committed to full tax compliance — not because it’s easy, but because it’s right. We believe that building a strong, honest business starts with playing by the rules, even when others don’t.

Fair Pricing

We quote our best price first — no bargaining needed.

A common pricing tactic in the market is to quote high at first, and then offer a discount when the buyer asks. This makes the customer feel like they’ve won a bargain. But we see it differently.
We understand that some customers find this approach unusual or even rude. They feel we are not interested in doing business. But it’s quite the opposite — we want every customer to be treated equally and fairly. For us, that’s a win-win relationship.
That said, we are always open to negotiation — where both sides collaborate to find value. We’re happy to explore ways to reduce costs, improve efficiency, or build better models that benefit both us and the customer.

Tulunaadu

We don’t just operate here — we celebrate it.

We operate from Tulunaadu, the legendary land of Parashurama — a place we are proud to call home. Our roots here run deep, and our products are shaped by its people, its nature, and its traditions.

• Tulunaadu lies along the Konkan coast, bordered by the Western Ghats on one side and the Arabian Sea on the other. It is a land of coconut palms, short rivers, dense evergreen forests, and sandy beaches. The region includes the twin coastal cities of Mangaluru and Udupi, and countless vibrant towns and villages nestled in nature.
• The land experiences a tropical climate — hot and humid for much of the year — and receives non-stop monsoon rains for nearly four months. While many may find this challenging, we embrace it. It defines our lifestyle, our crops, and our state of mind. We don’t just live in this weather — we revel in it.
• The people of Tulunaadu are smart, hardworking, service-oriented, polite, and proud of their heritage. They are deeply connected to their land and culture, and carry a quiet confidence and warmth in their interactions. We believe their values reflect in our work too.
• Tulunaadu is a land of rich cultural expression. The local language, Tulu, is unique to this region, while Kannada is spoken here with a distinct melodious charm. The area is known for Yakshagaana (a dramatic folk performance), Bhuta (spirit) worship, ancient temples, and colourful festivals that bring people together and preserve age-old traditions.
• Food is at the heart of Tulunaadu’s identity. Our cuisine is celebrated for its flavour, nutrition, and generous use of coconut oil. Just the mention of dishes like Mangalore Buns, Pathrode, Semige, or Kadubu evokes emotion and appetite. These are not just foods — they’re memories, stories, and symbols of love.

At Cocoguru, we don’t just operate in Tulunaadu — we celebrate it. This land defines who we are and everything we make. Through our products, we aim to preserve its values and share its richness with generations to come.

Team-Driven

We grow through people — not control.

Cocoguru was founded by the Bonanthaya family, with Shivashankara Bhat as the guiding force behind its values and vision. Today, Keshava Ram leads the day-to-day management. But Cocoguru is not a one-man or one-family operation — it is run by a capable, committed team of professionals who manage the operations. The role of the promoters is clear — to define policies, set long-term strategies, and step in when there are challenges that need resolution. They do not interfere in the daily workings. We believe that sustainable growth happens not through control, but through trust and clarity of roles.
Our team members are:

• Trained to understand the business deeply and solve real-world problems.
• Empowered to take decisions independently without waiting for top-down instructions.
• Held accountable not through micromanagement, but through shared values and ownership.

This structure allows Cocoguru to function smoothly, even in the absence of the promoters on a daily basis. It encourages leadership at every level and creates a culture of responsibility, initiative, and collaboration. At Cocoguru, we believe a strong team is not just about people working under one roof — it’s about shared goals, mutual respect, and trust in each other's capabilities. That’s what keeps us agile, resilient, and ready for the future.