Jennith Churchill, the founder of Comorin Coconuts has come a long way from fielding questions like “You expect me to pay so much for a coconut shell?!” to making Kanyakumari proud of its stylish homegrown brand of elegant lifestyle products.
It all started when Jennith returned to his roots in Kanyakumari, breaking free from the corporate rat race. While his journey took him to Coimbatore for a BBA degree and then to Mumbai for an MBA, he found his true calling was to create something significant that would benefit both his community and the environment. The idea of Comorin Coconuts was born when Jennith discovered a group of struggling local artisans in Kanyakumari, whose traditional craft that was based on coconut shells was rapidly dying out. Jennith sought to save the tradition yet bring modernity to the art form, and began to collaborate with the artisan group.
The Export Dream
Jennith’s air of diffidence masks his intense focus, steadfastness and resilience, all characteristics of a successful entrepreneur. In 2017, even while holding a full-time corporate job in Mumbai, he started a drop-shipping business that connected international buyers to suppliers from China. It proved too exhausting to juggle both and he wound up the business. But the exercise helped him discover his true passion and purpose. “I was intrigued by shipping and exporting, and dreamed of sending my own products to some other country. I realized this is what I wanted to do with my life,” says Jennith.
An Opportunity Presents Itself
Following through on his purpose, he sought out products that he deemed was worthy of exporting. His quest led him to a plant where he got chatting with the master artisan there. Reminiscing about the opportunity that presented itself, Jennith says, “They had been developing coconut shell products that were being exported to Germany and France through a third party. Unfortunately, that business was discontinued and the artisans were struggling. They had to drastically reduce their staff, and now there were only three ladies working with the master artisan,” says Jennith. He didn’t know much about the master artisan, yet decided to get into business with him, taking on the responsibility of marketing products he knew nothing about. The company was registered in 2019.
Staying Anchored to the Purpose
It took 4 years of sweat and toil to put together a comprehensive range of products. Since all the products are handmade, production was a challenge. “It requires training and a lot of patience to work on them. We can’t hurry the process if we are aiming for a good finish. That was a challenge in the initial days. As for sales, I would travel extensively and try to sell to stores where I thought they’d be well received. It was tough to market while keeping the factory running as we couldn’t keep pumping in money without any source of income. Some regular customers kept us afloat,” admits Jennith.
Responsive to Market Needs
Marketing was an uphill battle too. “I started improvising and adding value to the products. For instance, I drilled holes in a coconut shell and sold it as a planter. We started making tea light holders and dessert bowls too. In a way, we gave sense to the products and that appealed to our customers. Bamboo cups were a game changer. We packaged them as a serving set along with a seashell tray. These products were then sold through pop-ups in large stores in the initial days,” explains Jennith. They then went on to create a digital presence through a website and ads.
The Brand Gets Going
Today Comorin Coconuts is a recognized brand with 60 SKUs sold not just online but through their stores in Munnar and Coimbatore. Three more stores are set to launch soon—in Vagamon, Pondicherry, and another one in Munnar. “We target tourists who would like to take home something that’s aesthetic. We’ve found that Keralites like our products and so we focus on that region too,” says Jennith, who has gathered this information through ground level research, visiting prospective locations and watching the buying pattern of visitors. “We also listen to feedback from our customers and use that to improve our products,” he adds.
A Deep Connection with Kanyakumari
Kanyakumari holds a special place in Jennith’s heart. “Kanyakumari is everything to me,” he emphasizes. The town, rich in skilled artisans, became the backbone of Comorin Coconuts. By showcasing their skills to a larger audience, Jennith aims to improve their lives and preserve their craft. He strives to give back to Kanyakumari because of the value he sees in that particular region and firmly believes that people’s lives will completely change for the better. The use of Eathomozhy coconuts, a variety with a GI tag exclusive to Kanyakumari, further strengthens the bond with the region. “These coconuts have thick shells and durable copra, making them ideal for our products,” he explained.
Empowering women through employment
A significant part of Comorin Coconut’s vision is to empower women from underprivileged communities. “We are lucky that Kanyakumari has fishermen who go out to the sea leaving the womenfolk free to find employment. The women who work with us live within a 3-kilometre radius from the factory. We train them for 3 months before they are absorbed. They learn everything from basic shell-craft to advanced techniques,” says Jennith. This initiative provides them with financial independence and a sense of purpose, transforming their lives and contributing to the community.
Viable Alternative to Artificial Material
Our range of natural products come with health benefits too. ”Coconut shell bowls have Vitamins A, D, E, and K. When hot food is served in them, it helps kids have healthier bowel movements,” Jennith explains. Additionally, their other products such as straws and cups made of bamboo impart a good taste, making them a great alternative to steel or plastic. When questioned about how he defends his product prices to clients who query “why so expensive for a coconut-crafted shell,” Jennith says, ”I believe products should speak for themselves. Each of our items is unique, with its own character and story. Over time our customers have understood that.”
The Adventure Has Just Begun
Jennith and his team are exploring new product lines and expanding their reach both online and offline. Their new stores will increase their reach ensuring more people have the chance to touch and feel their products. Such interactions have led to investments from customers who are impressed by the style and finish of Comorin Coconut products and sense that there’s a bigger market for them. Future plans include introducing teak products sourced from Kanyakumari adding to their line of unique, eco-friendly collection. While the brand has been gaining ground locally, Jennith’s dream of exporting these products is still alive. He’s already had many enquiries and he’s just waiting to build enough inventory to go global.
To know more, visit: https://www.comorincoconuts.com/