For the past eight decades, KLF Nirmal Industries has been a pioneering force in the coconut products and coconut oil industry. Demonstrating mastery in procuring high-quality coconuts, the company consistently delivers fresh and pure coconut goods to its devoted clientele in India and across the globe. The impeccable selection of coconuts is a testament to the unparalleled quality of products at KLF Nirmal—undeniably pure, natural, and authentic.
The brand journey of KLF Nirmal has been both fulfilling and enriching, marking a transformative process that has spurred significant development for the KLF brand. This evolution didn’t come easy; rather, it was a result of unwavering hard work, dedication, commitment, and collaborative teamwork that fueled the brand’s expansion and growth over the years.
In an exclusive interaction with The Interview World, Sunny Francis, Director of KLF Nirmal Industries (P) Ltd., sheds light on how his company is strategically shaping a compelling brand narrative centered around coconuts. Here are the key highlights from his insightful interview.
Q: Could you shed light on how KLF Nirmal is building a brand narrative on coconut products?
A: KLF Nirmal mirrors the wholesome excellence of coconut as a nutritious and natural food product. This narrative unfolds into the realm of the most extensive array of coconut offerings, hailing from the picturesque landscapes of Kerala. Our manufacturing hubs are strategically positioned in both Kerala and Tamil Nadu, ensuring the highest quality across our diverse product line.
Each of our offerings proudly boasts the Brand Reputation through Compliance Global Standard (BRCGS) certification, underscoring our unwavering commitment to excellence. With nearly eight decades of heritage, the journey began in 1943 when my father, K.L. Francis, initiated the enterprise by establishing an oil mill in Irinjalakuda, Kerala, dedicated to the production of coconut oil.
Pioneering innovation marked our trajectory in 1999, as KLF introduced the concept of vending machines, revolutionizing the sale of branded coconut oil in India. This ingenious approach ensured tamper-proof packaging, setting a precedent in the industry.
Expanding our horizons, we have become global players, exporting our diverse range to numerous countries. Actively engaging in industry summits, we continuously seek opportunities to penetrate new markets and showcase the richness of our coconut-centric products on a global stage.
Q: Can you tell us about your various brands and products?
A: We boast an extensive array of brands, encompassing Nirmal, Nirmal Virgin, Coconad, Elunad, Tilnad, and Cocosoft. Within the KLF Nirmal and Nirmal Virgin lines, we specialize in offering pure coconut oil tailored for personal and skincare needs. Correspondingly, our KLF Coconad range delivers nutritious coconut oil ideal for culinary applications.
Beyond oils, our product range extends to include coconut milk and coconut milk powder. Additionally, we proudly present sesame oil. In the coconut category, our diverse offerings include coconut vinegar, coconut sugar, as well as coconut soap, alongside a plethora of other coconut-based edibles. Notably, these perishable items are exclusively available in India due to their limited shelf life.
Expanding our repertoire, we also feature bakery products such as burfi and other delectable treats.
Q: Are you currently exporting products?
A: We specialize in exporting a range of coconut-based products, including coconut oil, virgin coconut oil, coconut milk, coconut milk powder, and coconut vinegar. Particularly popular among South Indians and various South Asian nations, coconut oil stands out as a versatile and multi-purpose product.
This oil finds extensive use not only in culinary applications but also in hair and skincare routines. Its widespread adoption in these regions, encompassing communities such as the Bangladeshi and Pakistani populations, highlights the prevalent use of coconut oil for various purposes, including hair care, skincare, and cooking.
Q: What kind of response are you getting from other products other than oil?
A: Coconut was extensively used in the past; however, misinformation regarding coconut oil and its alleged association with cholesterol led to a decline in its popularity. Contrary to earlier beliefs, recent findings indicate that coconut oil is not only comparable to olive oil but is considered even superior. This shift in perspective has brought about a notable change.
Previously, the American lobby refrained from endorsing coconut oil, attributing it to potential heart problems. Presently, there is a significant shift in their stance, acknowledging coconut oil as a highly beneficial option. In the United States, there has been a substantial increase in the consumption of coconut oil, coconut milk, and milk powder. These products, including non-dairy alternatives like coconut milk and milk powder, possess unique qualities that make them irreplaceable.
Notably, coconut-derived items play a distinctive role in various culinary applications, serving as essential ingredients in curries and flavoring agents, offering a distinct and irreplaceable essence to our dishes.
Q: What’s your expansion plan?
A: We are expanding our product range with a focus on coconut-based offerings. Initially, we aim to introduce frozen items, shredded coconut, and coconut water. Currently, coconut water is not prominently featured in our merchandise. However, we plan to enhance its presence to achieve more favorable results.
