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Book part
Publication date: 23 July 2019

M. Anil Ramesh and Madhusudan Kumar Kota

COCO TANG India is an innovation-driven company. It takes inspiration from the humble coconut water that all of us are very familiar with and have drunk right from our childhood…

Abstract

COCO TANG India is an innovation-driven company. It takes inspiration from the humble coconut water that all of us are very familiar with and have drunk right from our childhood. The founders of the company, Dr Neelima, a dentist by profession and her husband Chaitanya who is a pharmacist have hit upon the idea of a coconut-based drink quite by accident.

When Dr Neelima was pregnant with her first child, the doctor advised her to take fresh coconut water. It was then that Dr Neelima discovered that fresh coconut water was a paradox, the water from a tender coconut is supposed to be fresh but in many cases is not as fresh as it should be. Coconuts are harvested from remote farms in Andhra Pradesh and sent to Hyderabad. And to top it all, the nutrition value of the coconut past its ideal window of consumption leaves a lot to desire. The price factor too is a dampener. It costs Rs. 25 to have tender coconut water in a metropolis like Hyderabad.

Dr Neelima and her husband developed the product idea from their search for a nutritious, healthy drink. Fresh, tender coconut pulp-based shakes, packed with nutrition, taste, health and at the same time make an aspirational product for the young, bubbly and restless youth of India.

This case deals with the problems, the trials and tribulations that these young first-time entrepreneurs faced and details the marketing efforts the young company is putting into survive in the dog eat dog world of fruit drink industry.

The case details the specific marketing-related problems the company faces and examines what the promoters are doing to overcome these problems, specifically related to the four Ps, that is, product, price, place and promotion. It looks in depth at the innovative marketing practices that COCO TANG India is deploying, including the use of the social media that enabled the COCO TANG India’s founder to win Junior Chamber International – Business Excellence Award for the year 2017–2018.

COCO TANG India is also the recipient of the Telugu book of records ‘certificate of national record’ as being the first brand to introduce Tender Coconut-based Mocktails and Milkshakes (A1).

Details

Start-up Marketing Strategies in India
Type: Book
ISBN: 978-1-78756-755-9

Keywords

Article
Publication date: 13 May 2020

Haiyang Gu, Kaiqi Liu, Xingyi Huang, Quansheng Chen, Yanhui Sun and Chin Ping Tan

Parallel factor analysis (PARAFAC) coupled with support-vector machine (SVM) was carried out to identify and discriminate between the fluorescence spectroscopies of coconut water

Abstract

Purpose

Parallel factor analysis (PARAFAC) coupled with support-vector machine (SVM) was carried out to identify and discriminate between the fluorescence spectroscopies of coconut water brands.

Design/methodology/approach

PARAFAC was applied to reduce three-dimensional data of excitation emission matrix (EEM) to two-dimensional data. SVM was applied to discriminate between six commercial coconut water brands in this study. The three largest variation data from fluorescence spectroscopy were extracted using the PARAFAC method as the input data of SVM classifiers.

Findings

The discrimination results of the six commercial coconut water brands were achieved by three SVM methods (Ga-SVM, PSO-SVM and Grid-SVM). The best classification accuracies were 100.00%, 96.43% and 94.64% for the training set, test set and CV accuracy.

Originality/value

The above results indicate that fluorescence spectroscopy combined with PARAFAC and SVM methods proved to be a simple and rapid detection method for coconut water and perhaps other beverages.

Details

British Food Journal, vol. 122 no. 10
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 March 1906

Of milk alone no less than 36,000 samples were purchased during 1904, almost as many as the total for all articles 10 years ago. Of these 4,031 (or 11.1 per cent.) were returned…

Abstract

Of milk alone no less than 36,000 samples were purchased during 1904, almost as many as the total for all articles 10 years ago. Of these 4,031 (or 11.1 per cent.) were returned as adulterated. In the previous year 10.4 per cent. were condemned. The difference is not of necessity due to any increase in adulteration, as the figures are admittedly inaccurate owing to the differences of procedure on the part of Public Analysts in making out their reports. In support of this view it is mentioned that in 14 Metropolitan Districts where 6,270 milks were examined, 4.9 per cent. were reported as containing percentages of added water under 5 per cent., while in 15 other districts, where 3,205 samples were submitted, only 0.56 per cent. were returned as being adulterated to this extent. The explanation is that in the former case the Public Analyst adhered more or less rigidly to the standard fixed by the “Sale of Milk Regulations,” while in the latter, in most instances, where the amount of adulteration was under 5 per cent., the samples were reported as genuine. Here the Report takes what is a more or less new and certainly welcome departure, in definitely expressing an opinion for the guidance of those in doubt, and stating that so long as the “Sale of Milk Regulations” remains in force, “Public Analysts have no warrant for the adoption of a still lower standard.”

Details

British Food Journal, vol. 8 no. 3
Type: Research Article
ISSN: 0007-070X

Article
Publication date: 14 September 2015

Maria Kniazeva

The paper aims to understand how Eastern spiritual and Western secular traditions coexist in the US commercial marketplace and what lessons spiritual messages of Eastern wisdom…

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Abstract

Purpose

The paper aims to understand how Eastern spiritual and Western secular traditions coexist in the US commercial marketplace and what lessons spiritual messages of Eastern wisdom offer Western consumers.

Design/methodology/approach

The paper uses qualitative methods by engaging in close reading and analysis of the narratives on food and drink packages that have a direct reference to Eastern spirituality in the form of symbolic Eastern vocabulary and images.

Findings

The paper proposes that artful sacralization of the spiritual to brand the mundane is an additional mode of cultural production used by marketers, and that this proposed mode extends the two modes (sacralization of the mundane and commodification of the spiritual) reported in previous studies.

Research limitations/implications

The relationship between Eastern spirituality and Western commercialism deserves more in-depth studies. For example, how does the Western treatment of Eastern spirituality affect its perceived authenticity and purity? Finally, what do the newly wise Westerners do with mastery of an Eastern science of life?

Practical implications

This work finds Western supermarkets to be emerging channels of Eastern spirituality. The author argues that narratives on food and drink packages perform as carriers of Eastern wisdom.

Social implications

The author also finds that the borrowed spiritual wisdom of the East has yet to be reconciled with the prevailing secular norms of Western society.

Originality/value

This has been the first known academic attempt to explore the spiritual connotation of the labels on branded food and drink packages sold in Western supermarkets.

Details

Qualitative Market Research: An International Journal, vol. 18 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 20 December 2023

Kailash Choudhary, Narpat Ram Sangwa and Kuldip Singh Sangwan

This study aims to quantify and compare the environmental impacts of Marble-stone and Kota-stone flooring options widely used for buildings in India. The study discusses the…

Abstract

Purpose

This study aims to quantify and compare the environmental impacts of Marble-stone and Kota-stone flooring options widely used for buildings in India. The study discusses the possibility of carbon sequestration through Bamboo cultivation in India.

Design/methodology/approach

The study has followed a standard life cycle assessment (LCA) framework based on ISO 14040 guidelines. Three distinct phases have been compared on midpoint and endpoint assessment categories – raw material, polishing and disposal. Primary data has been collected from the construction site in India, and secondary data has been collected from the Ecoinvent 3.0 database. Previous studies have been referred to discuss and calculate the area of bamboo cultivation required to sequestrate the generated carbon from the flooring.

Findings

The study has found that endpoint category damage to resources, and midpoint categories of climate change, metal depletion and agricultural land use are highly impacted in building floorings. The study has also found that the Marble-stone floor generates higher environmental impacts than the Kota-stone floor in most of the midpoint and endpoint impact categories. This difference is significant in the raw material phase due to the different compositions of stones. The study also found that Bamboo has excellent potential to act as a carbon sink and mitigate the generated carbon.

Research limitations/implications

This study excludes human labour, cutting and distribution of floor tiles made of Marble-stone and Kota-stone. The researcher can use the study to evaluate, compare and benchmark the various building flooring options from the environmental perspective. The study aids to the body of knowledge available on the various building flooring options by presenting the LCA or the environmental impacts generated by two flooring options. It is expected that the architects and builders can use these results to develop carbon-neutral buildings. This study provides a methodology for governments, constructors, builders and individuals to evaluate, compare and benchmark the various construction materials from the environmental perspective by computing the environmental impacts throughout the life cycle of the materials.

Originality/value

This study compares two widely used building flooring options using the LCA methodology and evaluates the potential of bamboo cultivation near the buildings for carbon sinks. The study is unique because it shows the environmental impacts of two flooring options and the carbon sequestration method to mitigate/absorb the generated environmental impacts in or around the building itself through bamboo cultivation. This study may set the foundation for carbon-neutral buildings.

Details

Construction Innovation , vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1471-4175

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Article
Publication date: 28 September 2020

Alan Adiel Velasco-Aquino, Jose Adan Espuna-Mujica, Josue Francisco Perez-Sanchez, Carlos Zuñiga-Leal, Arturo Palacio-Perez and Edgardo Jonathan Suarez-Dominguez

In recent years, the use of earth as a material applied to construction has been adapted as an attractive alternative to modern concepts. The earth construction technique takes…

Abstract

Purpose

In recent years, the use of earth as a material applied to construction has been adapted as an attractive alternative to modern concepts. The earth construction technique takes advantage of regional natural resources, among which are earth bricks. The purpose of this paper is to analyze the effect of the addition of coconut fibers and aloe vera on the mechanical properties of compressed earth blocks (CEB).

Design/methodology/approach

CEBs were manufactured from silty and clay soil (Altamira, Tamaulipas, Mexico) with biodegradable stabilizers of aloe vera and short coconut mesocarp fibers, which were compared with the conventional mixture with lime as stabilizer. The samples were subjected to compression tests (Mexican Standard NMX-C-404-ONNCC3-205), flexion (NMX-C083-ONNCCE.), abrasion (NTC-5324 3.4.3), water absorption (NMX-C-37-ONNCE-205), surface morphology and thermal properties (ASTM D5334-14).

Findings

It was found that the addition of coconut fibers has a 12% difference in flexural strength. The addition of 0.5% of coconut fibers decreases swelling by 2% with water and reduces the thermal conductivity of the material by 12%. Likewise, this mixture increases the abrasion resistance of CEB by 30%. When there is a pressure greater than 1,700 psi in the CEB, the addition of coconut fibers does increase the compressive strength of the material, showing a 34% improvement over the CEB without adding coconut fibers.

Originality/value

The authors show a new sustainable CEB production with aloe vera and coconut fiber that is possible for self-production with better mechanical properties than others, commonly produced in Mexico.

Details

Journal of Engineering, Design and Technology , vol. 19 no. 3
Type: Research Article
ISSN: 1726-0531

Keywords

Article
Publication date: 18 May 2020

Jessie Lin

This paper explores the institutional challenges and opportunities in Fiji's integration into the global value chain. Fiji is naturally endowed with coconut palms across its many…

Abstract

Purpose

This paper explores the institutional challenges and opportunities in Fiji's integration into the global value chain. Fiji is naturally endowed with coconut palms across its many islands. However, the coconut sector remains rudimentary with little value-addition. Coconut products of high-value are now being produced and exported throughout the world. While many coconut producing countries have benefitted from this coconut demand surge, Fiji has been unable to benefit from the international market.

Design/methodology/approach

This study utilizes a mixed-methods approach to analyze the challenges and opportunities. First, an analysis is done on a macro-level at the link between institutional quality and Fiji's export of coconut products. Then, primary data is collected with semi-structured interviews with key stakeholder groups in regions of Fiji. The goal is to gain an understanding of the perceived challenges and opportunities from each actor.

Findings

The empirical results show that institutional quality matters for Fiji's coconut exports. Increased scores in the government effectiveness and voice and accountability indicators enhance coconut exports from Fiji, suggesting that domestic institutions play an important role. Interviews with key actors reveal that communications among each stakeholder group are fragmented. The main institutional actors and the producers have different perceptions of the industry's challenges, thus resulting in different ideas on how to address the issues.

Research limitations/implications

This study is limited by the data availability of coconut production and trade volume of more specific products. Furthermore, due to the transportation and weather constraints during our visit to Fiji, certain parts of the island were not accessible.

Originality/value

This paper uses a mixed-methods approach to assess a specific case study.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. 11 no. 4
Type: Research Article
ISSN: 2044-0839

Keywords

Article
Publication date: 24 October 2023

Emel Ken D. Benito, Ariel Miguel M. Aragoncillo, Kylyn A. Morales, Dalisa Mars L. Revilleza, Laurence V. Catindig and Marish S. Madlangbayan

Using coconut shell aggregates (CSA) in concrete benefits agricultural waste management and reduces the demand for mineral resources. Several studies have found that concrete…

Abstract

Purpose

Using coconut shell aggregates (CSA) in concrete benefits agricultural waste management and reduces the demand for mineral resources. Several studies have found that concrete containing CSA can achieve strengths that are comparable to regular concrete. The purpose of the present work is to evaluate the concrete’s durability-related properties to supplement these earlier findings.

Design/methodology/approach

Cylindrical specimens were prepared with a constant water–cement ratio of 0.50 and CSA content ranging from 0% to 50% (at 10% increment) by volume of the total coarse aggregates. The specimens were cured for 28 days and then tested for density, surface hardness, electrical resistivity and water sorptivity. The surface hardness was measured to describe the concrete resistance to surface wearing, while the resistivity and sorptivity were evaluated to describe the material’s resistance to fluid penetration.

Findings

The results showed that the surface hardness of concrete remained on average at 325 Leeb and did not change significantly with CSA addition. The distribution of surface hardness was also similar across all CSA groups, with the interquartile range averaging 59 Leeb. These results suggest that the cement paste and gravel stiffness had a more pronounced influence on the surface hardness than CSA. On the other hand, concrete became lighter by about 9%, had lower resistivity by 80% and had significantly higher initial sorptivity by up to 110%, when 50% of its natural gravel was replaced with CSA. Future work may be done to improve the durability of CSA when used as coarse aggregate.

Originality/value

The present study is the first to show the lack of correlation between CSA content and surface hardness. It would mean that the surface hardness test may not completely capture the porous nature of CSA-added concrete. The paper concludes that without additional treatment prior to mixing, CSA may be limited only to applications where concrete is not in constant contact with water or deleterious substances.

Details

World Journal of Engineering, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1708-5284

Keywords

Article
Publication date: 18 April 2023

Luxita Sharma and Dhananjay Sharma

This study aims to conduct a systematic literature review to investigate the mental health problems during COVID-19 and the role of nutrition in minimizing mental and…

Abstract

Purpose

This study aims to conduct a systematic literature review to investigate the mental health problems during COVID-19 and the role of nutrition in minimizing mental and health-related issues during COVID-19.

Design/methodology/approach

A literature search was done electronically on April–May 2022 in the databases Google Scholar, PubMed and Cochrane Library, reviewing all the articles published in English. There were no limitations for the study (such as study design, region or any time frame). The quality assessment was done. The beginning database search picked out a total of 654 articles, 47 in PubMed, 575 in Google Scholar, 22 in Cochrane Library and 10 records from other sources. A total of 565 (duplicates found 89) were found after removing the duplicated articles, after reading the title and abstracts were further decreased to 88 full-text articles. These 88 studies went for full-text analysis, which excluded 56 studies and generated a final 32 articles for systemic analysis. The quality of the included study for the systematic review was assessed in two ways: one is evidence-based and another one on the JBI checklist.

Findings

People in social isolation and home quarantine suffer from severe anxiety, stress, depression, loneliness, anger and panic attack. During COVID-19, the vital role of diet and nutrients in mental health has been acknowledged and helps mitigate COVID-19 infection. Many studies showed stress and anxiety due to increased unhealthy eating and lifestyle practices.

Originality/value

This review will explain the interlink between diet and mental health because what we eat and think is interconnected with the gut–brain axis. The dietary elements and psychobiotic help in improving the immune system and psychological distress during the pandemic. This paper describes the role of different nutrients, psychobiotics and phytochemicals, to minimize mental and health issues during the COVID-19 pandemic. This paper also contains a balanced diet plan to withstand COVID-19.

Details

Nutrition & Food Science , vol. 53 no. 4
Type: Research Article
ISSN: 0034-6659

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Article
Publication date: 24 April 2007

Shamina Azeez

The objective of this work is to study the fatty acid profile of coconut oil in the kernel in relation to maturity of the nut and season of fertilization in five selected…

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Abstract

Purpose

The objective of this work is to study the fatty acid profile of coconut oil in the kernel in relation to maturity of the nut and season of fertilization in five selected varieties of coconut.

Design/methodology/approach

The coconut oil from the popular cultivars/hybrids were studied in post‐monsoon, pre‐monsoon and monsoon seasons at 7, 8, 10 and 12 months after fertilization.

Findings

Nuts that fertilized in the post monsoon season were found to have higher oil contents. Of the five varieties, COD×WCT had lesser amounts of caprylic, capric and lauric acids and greater amounts of the long chain fatty acids. Though significant differences were observed in fatty acid concentrations in nuts differing in their variety and season of tagging, the trend remained the same.

Originality/value

The study helps to ensure the safety of the usage of coconut oil as dietary oil, from the nature of fatty acids present.

Details

British Food Journal, vol. 109 no. 4
Type: Research Article
ISSN: 0007-070X

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