Published: 07th March 2017
Thirsty? Try some instant coconut water with NaturUp
NaturUp is melding nature and technology to create new-age natural products
Technology used efficiently has always been a boon to society. A Kerala-based start-up quickly realised that if technology can help us get back to nature, then why not make the best use of it. NaturUp Consumer Products LLP, a start-up launched by 25-year-old Antony S Pathadan, manufactures an all-natural tender coconut powder mix. The seven-month-old start-up created this unique product that is preservative-free and gives instant tender coconut water on the go.
Antony, a former IT entrepreneur, used to run a start-up that designed mobile apps and websites. After selling the company, he yearned to do something different. It was then that he noticed a huge void of natural products in supermarkets. "That's how the idea of an all-natural tender coconut powder mix was born," he says. "After much thought, I collaborated with my cousin Nilin Babu, who is an engineering student, to set up the company."
NaturUp is sold as a 200 ml sachet for Rs 15, while a 300-gram pack, which yields five litres, is priced at Rs 240
NaturUp is made using a state-of-the-art spray drying technology. The company procures tender coconut water from Coimbatore, Pollachi and Palakkad. The source provides only the water, while the pulp is sold to ice cream manufacturers. "Thus, it enables us to save on the cost of storing and processing the whole coconut," says Anthony.
He explains that the powdered tender coconut has a shelf life of a year. But, once opened, it should be consumed within six hours, indicating the freshness of the coconut used. "This contrasts with the preservative-laden products, which can last for days after opening. That's also one of the reasons why we decided to pack the product in sachets," says Anthony.
NaturUp is already a hit on Amazon. The product has also found a rich clientele in hospitals. Anthony credits their extensive reach to good marketing and branding. "This is a unique product, but that also makes it difficult to convince people. We caught people’s attention with great marketing tactics," he says.