KLF Nirmal Industries, an 80-year-old family-run business specialising in coconut oil and coconut products, is setting its sights on a revenue target of INR 260 crore for this financial year. With a heritage rooted in Kerala’s rich coconut tradition, the company is now expanding beyond coconut oil, driven by the success of its innovative instant coconut chutney and coconut milk powder. George John, Business Head of KLF Nirmal Industries, and third generation entrepreneur shares insights into the brand’s journey and future plans.
KL Francis, the founder of KLF began the coconut oil milling journey in the 1940s. Today KLF a has a legacy of more than 80 years in coconut oil milling. “We are at the heart of coconut oil, sourcing the best coconuts from Kerala, which are considered the best in the world,” said George. Over time, the company has evolved into a diversified coconut brand, offering cold-pressed virgin coconut oil, coconut milk, coconut milk powder, and desiccated coconut, among other products. “We’re not just about coconut oil anymore; we are all about everything coconut,” he added.
Focus is on topline revenue
To grow their revenue numbers, this year KLF’s focus is on cold-pressed virgin coconut oil and strengthening the foundation of business.
We’ve had a phenomenal year so far, with 100% growth in certain products like Instant Chutney, Deseccated Coconut and Coconut Soaps. We are targeting a top-line revenue of around Rs 250 to 260 crore. Virgin Coconut Oil has been one category we’ve been actively promoting through various ATL and BTL activities in the Kerala market. Especially during this Onam season, with a strong focus on on-ground promotions we are eager to double the number of our customer base for Virgin Coconut Oil in Kerala market alone. Once we’ve solidified our position here, we plan to expand into other markets,” George said.
Expanding Coconut Offerings
The company’s flagship product, cold-pressed virgin coconut oil, is a key focus this year. “Cold-pressed virgin coconut oil is the future of coconut oil. It’s the purest and freshest form, made from fresh coconuts rather than dried copra, retaining more nutritional value,” George emphasized. The brand is also seeing an increasing acceptance of coconut-based products among health-conscious consumers. “The customer today is a lot more aware, and that is shaping how we launch products.”
A significant breakthrough for KLF Nirmal has been its instant coconut chutney, which George describes as a “first of its kind.” Using freeze-drying technology, the chutney mix requires no preservatives and delivers home-style coconut chutney in just two minutes. The product has been particularly successful in markets outside South India, such as Delhi, where it was launched with Blinkit and quickly gained traction. “The response from New Delhi was surprising for us, as it’s a market where we are not very strong,” said George. The success of this product has encouraged the brand to explore new chutney variants.
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Market Presence
In terms of distribution, KLF Nirmal is present across major markets in South India, with a growing presence in metro cities like Delhi. While 70% of the company’s sales come from traditional distribution channels, e-commerce and quick commerce are gaining momentum. “Quick commerce is growing at 30% annually for us, and e-commerce, which was just 1% before COVID, is now in double digits as a percentage of our overall business,” George noted. The company also sees potential in direct-to-consumer (D2C) sales, using its own platform to connect directly with customers and gather valuable feedback.
Looking ahead, KLF Nirmal is focusing on expanding its product range and growing its B2C business. “We want to be in the B2C space largely, but we are also building up our B2B segment, especially in HORECA,” George shared. He is optimistic about the company’s growth trajectory, with India, particularly metro cities, expected to drive the most significant growth in the coming years.
