A STUDY ON PRODUCTION AND MARKETING OF COIR

PRODUCTS INPROMINENT EXPORT INTERNATIONAL COMPANY IN

COIMBATORE DISTRIC

CHAPTER-1
1.1 INTRODUCTION

The economic development of any country demands industrialization. Though it has got
recognition in our country, it is high time we thought about balanced regional development, an
important component of industrialization. Rural development forms a key component in a
nation’s progress towards economic freedom and equality. But the migration of rural people to
cities and the ineffective utilization of rural resources stand as hurdles to rural development.
Hence it is very important to develop and to encourage rural industry by considering its
significance on the socio-economic front of the country.

Rural or traditional industry, one of the sub-sectors of small-scale industry, has a direct
and important influence on sustainable economic development. Encouraging setting up of rural
industries in the small area is an instrument for not merely attaining political freedom, but an
instrument for economic freedom and a foundation of a new social order. It is a matter of
common knowledge that India is a land of villages and two-thirds of its population live in rural
areas. The future of India lies in these teeming rural million. It is only from a progressive,
growing and dynamic rural society that India could put herself on the desired developmental
path. Rural small-scale industries play an important role under the peculiar Indian conditions.
They contribute about half the gross value of output originating in the manufacturing sector. At
present it contributes 40 per cent to exports in the country and provides employment.

1
1.2 STATEMENT OF THE PROBLEM

India being a land of villages with more than two-thirds of her population living in rural
areas, rural industrialization could play a key role in the country as it produces forward and
backward linkages in the rural economy. In this context the Rural Small Scale Enterprises
(RSSEs) based on local raw materials, skills and technology have been identified as one of the
key sectors in the country. Among the rural small-scale industries, coir industry is the oldest
agro-based rural industry, which has got the attention of both the enterprising entrepreneurs and
the government alike today.

1.3 OBJECTIVES OF THE STUDY

1. To study the consumer awareness about the coir product.

2. To find out the customer preference of coir compared to competitor
products
3. To study about the factors influencing purchase behaviour of coir
products.
4. To find out the satisfaction level of the respondents.
5. To offer valuable suggestions to improve coir products.

1.4 SCOPE OF THE STUDY

Production and marketing management concern with the conversion of inputs into
outputs using the physical research, so as to provide the desired utilities to the customer while
meeting the other organisational objectives of effectiveness ,efficiency and adoptability. It
distinguishes itself from other functions.

1.5 RESEARCH AND METHODOLOGY

Designing a suitable methodology the selection of analytical tools are important for a
meaningful analysis of any research problem. In this section, reasons for the choice of the study
area, the collection of data, the sampling design and the Tools of analysis are described.

2
1.5.1 COLLECTION OF DATA

The researcher has relied both on primary and secondary data for this study. This study is
an empirical research based on the survey method. The researcher adopted interview schedules
for collecting primary data

PRIMARY DATA

Primary data is the data is collected from the respondent for the first time. It is original in
nature. for the purpose of collection of primary data. A wall structure questionnaire was framed
and filled by the respondent. The questionnaire comprises of close ended as well as open ended
questions.

SECONDARY DATA

In close ended critical journals are used.

1.5.2 PERIOD OF STUDY

The period of study in 15 days

1.5.3 AREA OF THE STUDY

The area of the study in Coimbatore

1.5.4 SAMPLING SIZE

Sampling size 50

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1.5.5 STATISTICAL TOOLS FOR ANALYSIS

SIMPLE PERCENTAGE ANALYSIS

Percentage refers to a special kind of ratio in making comparison between two or more
data and to describe relationship. Percentage can also be used to compare the relative terms in
the distribution of two or more sources of data.

Number of respondents

Percentage = x100

Total number of respondents

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1.6 CHAPTER SCHEME

CHAPTER-I

It gives a brief introduction about the study scope, objectives, methodology and sample
design the study

CHAPTER-II

It covers the Review of Literature.

CHAPTER-III

It covers the overview of the study of consumer purchasing behaviour towards coir products.

CHAPTER-IV

It covers the analysis and interpretation of the collection data.

CHAPTER-V

It covers the various finding and suggestions of the study along with the conclution.

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 CHAPTER - II

REVIEW OF LITERATURE

1.Pillai M.P. (1987)16 in his article, while explaining various measures taken bythe
central and state governments for the development of coir industry and coir societies, reminds
that 85 per cent of the coir products are marketed in the internal market and finds it very difficult
to catch the external market. He implement Mechanization in the husk beating sector and to try
to reduce the workers of this sector.
2.Malik I.R. (1988)17 examined the historical background of coir co-operatives in
Kerala. According to him until the starting of coir development scheme during 1950-1951, there
were no organized attempts made to stabilize and strengthen the industry. The industry was
depending on the initiative, enterprise and financial resources of the private industrialists. He
found out that the weaknesses of central coir societies (not existing now) were due to the
shortage of working capital and concluded with a suggestion that coir co-operatives should be
strengthened in order to protect foreign exchange earnings and to prevent the throwing of
workers out of employment.
3.Perumal V.T. (1988)18 observed that labor cost works out to 30 to 48 per cent of the
total cost in the case of yarn produced under the conventional method. The study stated that the
labor cost could be kept low as Mechanization was introduced in the spinning area. The machine
could not only increase the production of coir but also improve the quality of yarn in such a way
to fetch a better price for the producers and higher wages for the workers. He concluded that
pursuing research claiming at reducing the cost of production and increasing production,
productivity, quality of coir and coir products was due need of the hour.

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 4.Gangi Reddy Y. (1989)19 in his article, Growth Performance of Village and small
industries that the growth performance of rural industries (Khaki and village industry, handloom,
sericulture, handicrafts, coir) small scale industries during the last few decades the light of the
assistance received from time to time. In his study four variables-production, capital,
employment and export-were taken to find out the growth of village and small industries.

5.JeyaBalaji J. (1989)20 in his study, An Economic study of the coir industry in

Kanyakumari District pointed out that private effort played a vital role in the marketing of coir
and coir products in the district. He stated that limited size of operations, delay in payments, lack
of grading and standardization and lack of marketing knowledge were some of the problems
identified in the internal markets of the District. He concluded that market conditions were
weakened by the inaction of government agencies.
6. Hemalatha’s (1992)21 work deals with study of coifed an apex co-operative body in
the coir sector. The author mentions about the origin and the development of co-operative
movement in the coir industry in general and brings out in detail the origin and development,
objectives, operations, problems and prospects of coir field.
7. Minnie Mathew (1992)22 in her study, Coir fiber based Products found that, Coir
industry is the backbone of rural employment generation in a densely populate state like Kerala.
The livelihood of the villagers is very much dependent upon the
8. JeyaBalaji J. (1988), An Economic Study of the Coir Industry in Kanyakumari
District, unpublished Ph.D. Thesis submitted to Madurai Kama raj University, Madurai.
Coconut-based industry. Coir still faces stiff competition from other cheaper, natural substitutes,
as well as suffering from the problems of unvarying sameness, lack of sophistication and poor
color fastness. A common complaint against coir exports is the near total absence of product
innovation or development as compared to others competing floor covering.
9. ThomasIssac T.M. and Nair K.K. (1992)23 in their book, Modernization a
Employment explain the crisis in Kerala's coir industry. This book draws the features of the
industry during the fifties. Traditional process of coir production, the relevance of coir industry
in the economy of Kerala, the pitiable condition of coir workers and improvement in the

7
conditions of the workers through the leadership of militant trade unionism. It reviews the socio-
political, economic and technological factors that affect trends in the coir industry in Kerala. To
impart relevance of the industry it states the value of shipments of coir from Malabar Coast from
1889-1950. It mentions the untapped husk potential in Kerala and suggests that through
appropriate measures, this book expresses the view that the policy of unfettered mechanization is
not socially acceptable since coir production is the major source of employment after agriculture
in the coastal areas. However, at the same time it suggests technology choice for reducing the
period of retting, mechanization of fiber extraction and spinning process.
10. Isabella Rain and Krishnamurthy S. (1993)24 in their study, focus to analyze the
investment pattern and employment pattern in the coir Industry in Coimbatore District. It reveals
that the labor share to the total cost accounted for 10-39 per cent. It can be seen that the crushing
units enjoy more profits than fiber units which implies that the vertical integration is more
profitable than single operational unit. The results indicate that the potential for increasing the
turnover would be by using more and more of raw materials like coconut husk. These units
provide employment for both men and women.
11.Prabhakaran (1993)25 made an in-depth study about the working of coir Societies in
Kerala state .It developed a formula to categorize coir co-operatives in to A, B and C .It
developed a formula for finding out the number of man-days provided by coir societies on the
basis of its production. The study also developed and adopted several criteria for evaluating the
working of coir co-operatives in the State. It used a tool for collecting evidences about the
drawbacks in working of coir co-operatives and suggestions from the public who were associated
with coir co-operatives. But the report failed to suggest that any policy for developing the weak
societies or for the revival of sick coir societies.
12. Kama raj C.M. (1994), Exportable Coir Products in Tamil Nadu, The Coconut
Wealth, and factories was a mixture of dust, bits and fibers of less strength occupied a lot of
space in the vicinity of the coir factories. Being lightweight dust is easily shown by wind
causing air pollution and even in the case of its burning caused continuous smoke for several
days emitting fugitive gases. He finally concluded that if an appropriate solution was not found
to control this menace, it would pose serious problems of space, health and disposal.
13. Joseph P.T. (1999)41 analyzed the significance of the coir industry and revealed that
the duality and economically weaker section of the society depend on coir industry for their

8
livelihood. It is also significant because it plays a dominate role in the economy of the coconut
growing sector particularly in Kerala. The study found that the current level of production of coir
industry utilize around 25 per cent of the annual yield of coconut husks. There is possibility to
increase the Utilization at least by 50 per cent of husk production for industrial purposes.
Therefore there exists vast potential for stepping up of production of coir industry in India.

14Abdur Raman T.S. (1999)42 in his articles, explain the reasons for decreased demand
of coir yarn in U.SA. Which was the major market for coir yarn in the global? The reduction in
the area under Hop cultivation, as a consequence of the use of high yielding hybrid varieties is
one of the reasons for the reduced of take of coir yarn. Another reason is lack of competition in
Indian coir industry, and it’s continued to the traditional method of production which could not
withstand the competition from Sri Lanka in the U.S.A. market and he broke the Indian
monopoly in the matter of supply of coir yarn for Hop cultivation. The reasons for this situation
is where the emotional policies against modernization and Mechanization of coir industry in
India.
15. Kutty V.K.K. (1999)43 in his article, stress the vital importance of improving the
marketing of coir and coir products in India and elsewhere for survival and growth of coir
industry. He warns that severe competition facing from synthetic coir products and natural
substitute, Machine spun coir yarn and mats from Sri Lanka and European Countries may create
problems to the industry. Therefore publicity about the unsurpassable quality of Indian coir
products is to be accelerated.
16. Mathew (1999)44 explains in detail the varied advantages of coir ply and coir
composites. According to them, considering the shortage of timber and wood products, coir ply
and coir composites will be an effective eco-friendly substitute. A small unit which produces 40
cubic meters of wood substitute can save 20 acres of deforestation every year. The article
highlights the advantages of coir composites such as 100 per cent wood free, biodegradable,
agro-base materials, flame retardant, boiling water resistant and 10-15 per cent cheaper than
corresponding grade material.
17. RamanathaIyer T.S. and Garish M.S. (1999)46 made an experimental study on
coir fabrics for retaining walls. This study says that natural fibers like coir can be made suitable

9
with proper treatment for reinforcement of function in cohesion less soils as well as filter fabric
in cohesive soils. The study concludes that coir felt fabric walls are easy to construct for small
heights.

18. Soundarapandian M. and Shiny Philip (2000)48 identified some of the constrains
faced by coir industry in Kerala. The study found that the major problem in availability of husk,
production was decreasing. In Kerala only 30 per cent of the husk is utilized for coir production,
the rest declined due to inappropriate climatic conditions.
19.Shyam S. and Agawam (2001)49 in his article, Coir Industry and E-trade stated that
India ranked third after Sri Lanka and Malaysia in its share in world exports which is only
around 4 percent. He concluded that the future of exports of coir products would depend on the
product development and its diversification, technological innovation and gaining aggressive
market information using various Concepts such as E-Marketing, E-Catalogues and E-
Governance.
20. Coir Board (2002)50 survey of the brown coir fiber sector showed that the
production of brown fibers has been steadily increasing in India over the last few years. Kerala
recorded a study increase in the output of brown fiber. The study identified that the value
addition in brown fiber sector was low although unrented fiber had been increasingly used for
the production of doormats and matting’s in the traditional sector.
21.VijayachandranPillai B. (2002)52 in his study, Marketing Problems of Rural Coir
Co-operatives in Kerala found that, Coir industry is one of the most important agro-based and
employment oriented traditional cottage industries in India. Marketing problem is the most
crucial among them. The important problems of coir co-operatives in the area of marketing are
low procurement price of the Government agencies in the coir sector. Lack of sufficient orders
and competition from other units are the chief problems of the private sector coir units. The
Government agencies should take necessary steps to refax the procurement price of coir and coir
products of the co-operatives from time to time in consultation with the co-operatives so as to
enable them to carry a reasonable amount of profits.
22. Jose V.S. and Sankaranarayanan K.C. (2003)55 their article focused a market
survey for the demand of coir and coir products. The survey was conducted during the years

10
1984-1985 to 1999-2000. growth was registered in the production of brown fiber due to the entry
of Tamil Nadu, which used mechanized deferring mill for brown fiber. The demand for coir is
increasing all over the world, but it states that India could not perform well in the international
market as other coconut producing countries are supplying similar products at reduced prices.

23.VijayachandranPillai B. (2003) Marketing Problems of rural Coir Co-operative in

Kerala pointed that in the case of the co-operative manufacturing units, 93 per cent of the
marketing was through the government agencies and the remaining 7 per cent direct sales. But
the private sector coir units depended mainly on private agents (82 %) for marketing. Only 10
per cent of the marketing was through the government agencies and the remaining 8 per cent
were by direct sale and private exports. The study also identified the low procurement price of
the government agencies, the high transportation cost and the delay in collecting the sale
proceeds from Government agencies was some of the marketing problems.
24.Harma U.S. (2004)61 in his article, Coir Industry in the Lakshadweep – A Survey
highlighted that even though the industry had good infrastructure, better availability of raw
material at their door steps, skilled employees and cheap and availability of husk, they were not
able to manage the industries profitably. The industry was suffering from allies in similar to most
of the public sector units in the country. The survey finally found that the major problems faced
by the industry were due to low capacity Utilization, excess manpower, high production cost,
lower value addition to the coir fiber, marketing-related issues and higher fixed overheads.
25.Christy Fernandez (2005)62 on the strategic alliance for the development of coir
industry in the APC countries and demand prospectus for coir products in ecofriendly
applications deals with the serious challenges faced by the coir products from synthetic products.
The Asian and Pacific countries together contribute 85 per cent t 90 per cent the total world
production.
26. Jothimani P., et al., (2006)64 in their study, Reuse of by - products in coir industry
found that the coir industry is one of the important traditional cottage industries in India. It is a
labor intensive and export oriented industry. The various applications of the coir pith were once a
waste and caused disposal problem. The coir pith being chief composed and with certain
additives, can become a good fertilizers.

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 27.SatyaSundaram I. (2006)65 in her study, Coir Products in Demand suggested that
the coir products are mostly consumed domestically, with domestic consumption accounting for
92 per cent and only 8 per cent of products exported. Kerala is famous for coir and coir products.
In recent years, non-traditional areas like Tamil Nadu, Karnataka and Andhra Pradesh have also
started paying special attention to the growth of coir units. Indian coir products are known for
their quality. They are facing a tough competition in the global market. The major problems are
inadequate knowledge of the product and its end uses, non-availability of local skill and lack of
accessibility to technology have led to sub-optimal Utilization of abundantly available coirfibre.
The product rate is highest in Tamil Nadu, followed by Kerala. The coir industry is facing an
acute shortage of coir fiber. It is also shortage of curled coir for undertaking production of
rubberized coir. Lack of innovation is another problem. Proper channels of distribution are not
available for coir products. There is continuous drain of skilled laborers. The wages paid to
laborers are very low. Coir products are not properly advertised through media. Many potential
buyers are lost.
28. Rajesh (2007)66 in his study concluded that, coir fiber has unfavorable climatic
conditions due to which production has been affected. He also found that the shortage is due to
increased demand for fiber in the domestic market for making coir yarn. Different fibers like
brow unfretted green and retted fiber are used to make products like rubberized coir sheets for
various uses. Russia and China are the main markets for coir fiber.
29. Govindaraj A. (2010)68 Coir popularly known as the golden fiber, it is a natural
fiber extracted from fibrous husk of the coconut shell and is used to make a wide range of
products such as ropes, mats, mattresses, baskets, brushes, brooms etc. husks are used as fuel, as
surface and seedling pit much and for buying in coconut gardens as fertilizer due to the high due
to the most important commercial Utilization of husk is for the manufacture of coir. There are
eighteen varieties of coconut palms.
30. Shanmugapriya., et al., (2011)70 Coir Industry Opportunities and Challenge India
is the largest coir producer in the world. In the year 2010 is declared as coir year. Though there
are a variety of products being produced from coir products being produced from coir like coir
fiber, coir yarn coir mats, carpets, coco logs, coir peat, organic manure, garden articles, plant
basket and plant pots for decorative purpose. Coir industries in India not only satisfy the
requirement of India alone, but also coir and its products are being exported to the leading

12
countries likes ,UK Germany, Italy, China, Canada, Australia and Spain. They conclude their
study on coir products as natural, 100 per cent biodegradable with environment friendly and cost
effective.

CHAPTER – 3
OVERVIEW OF THE COMPANY

3.1 INDUSTRY PROFILE

Registered in 2004, prominent export has made a name for itself in the list of top
suppliers of horticulture & gardening tools. Clips .clamps .in India. The supplier company is
location in Ludhiana, Punjab and is one of the leading sellers of listed in trade India’s list of
verified sellers offering supreme quality of cultivation tools, metal clamps, baskets &troughs etc,
buy horticulture & gardening tools in bulk from the best quality products and service.

BUSINESS TYPE

 Supplier
 Trading

COIR PRODUCTS

 COIR FIBER
 Coir pith
 Coir yarn
 Curled coir
 Coir ply boards
 Applications of coconut coir

3.2 DEPARTMENT OF THE COMPANY

 Production department
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  Marketing department
 Checking department
 Packing department
 Selling department

FIBRE:
 The coconut husk (raw material) is collected from the farms and stored. The collected
 Husk is soaked in water. Then soaked material is fed into the decorticator wherein the
 Fiber and pith are separated. The fiber is dried in the sunlight and is pressed in the
 Form of 35-Kg bundles by using balling press and dispatched for sales.

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 BROWN HUSK

BUSTER

SHAKING

DECORDICATOR

BROWN FIBER PITH

BALING DESPATCH

DESPATCH

15
COIR PITH
India is the largest coir producer in the world accounting for more than 80 per cent of the
total world production of coir fiber.

The coir sector in India is very diverse and involves households, co-operatives, NGOs,
manufacturers and exporters. The development of coir industry has all along been in areas where
there is a concentration of coconut trees and availability of coconut husk. Historically, the coir
industry started and flourished in Kerala which has a long coast line, lakes, lagoons and
backwaters providing natural conditions required for retting. However, with the expansion of
coconut cultivation, coir industry has picked up in the States of Tamil Nadu, Karnataka, Andhra
Pradesh, Orissa, West Bengal, Assam, Tripura, Pondicherry and the Union Territories of
Lakshadweep and Andaman & Nicobar Islands through the efforts of Coir Board. The
production and processing methods in coir industry still continue to be mainly traditional. For
instance, spinning is primarily carried out on traditional rats which require repeated walking,
forward and backward. Coir Pith is purely a natural organic product and it is biodegradable and

16
eco-friendly. It is a by-product gained during extraction of Coir fiber from coconut husk .It is
free from any admixture heavy metals. It is a mixture of corky cellular material and short fibers
and has both the appearance and feel of peat moss. It is sometimes also called as Coco peat, Coir
peat or Coco. Coir Pith has remarkable capacity to absorb moisture. Its high water holding
capacity is equaled to sphagnum peat and the drainage is similar to that of peat. Its qualities
include absence of weed and pathogen besides being physically resilient capable of withstanding
the compression associated with baling better than peat.

Once harvested the whole coconut is separated into kernel and husk, where the kernel is
used either directly as food or processed further into food products or oil. The coconut shell itself
is also an economically important commodity when converted to carbon and activated carbon for
use in water and air filtration systems. The husk goes to fiber mills where the coir fiber is
extracted. In the process of extraction of coir fiber from husk generally about one third of it is
obtained as fiber and two third of it is obtained as coir waste. Coir pith is a by-product of the coir
fiber processing industry. In the husk, coconut fibers are seen tightly packed along with non-
fibrous, fluffy and light weight corky material known as coir pith or coir dust, which constitutes
about 50-70 percent of the husk. The spongy material that binds the coir fiber in the husk is the
coir pith or coir pith. The composition and properties of coir pith vary depending on maturity of
coconut, method of extraction and disposal, period between extraction and use and
environmental factors. Wide variations in C: N ratio of coir pith from 58:1 to 112:1 has been
reported. Retted husk yield coir pith with less nutrients than that obtained by mechanical

17
processing of unrated husk. Coir pith obtained from fully mature nuts has higher amounts of
lignin and cellulose and lesser amount of water soluble salts compared to younger nuts. For
many years coir pith was considered as a waste product of the extraction process and was
dumped outside of coir fiber mills, generating large environmental pollution issues of its own. It
is only over the last 20 years or so that the coir pith, has been utilized. In the early years the coir
pith was generally of a variable quality and unfit for use by the horticultural sector. Today with
an economic value almost equal to fiber for high quality pith that has all changed. When husk of
10000 coconuts are utilized for coir extraction, 1.6 ton of coir pith is obtained as a byproduct. If
all the coconut husks available in India are processed, it is estimated that about 2.25 million tons
of coir pith could be obtained annually. But in reality, all the available coconut husks are not
diverted for coir extraction and it has been reported that only 10 laky tons of coir pith is
produced in India annually. Because of high fertilizer prices and environmental concerns
associated with its use, recent years have witnessed growing interest in utilizing coir pith for
organic farming in a more productive way in agriculture. Coir pith has got many enviable
characteristics, making it a highly potential resource if used after proper composting. Coir pith
has very high moisture retention capacity of 600-800 per cent and can be as high as 1100 per
cent of dry weight.

It has high potassium content and low bulk density (0.18g/cc) and particle density
(0.8g/cc). High CEC, which varies from 20-30 me/100 g, enables it to retain large amounts of
nutrients and the absorption complex has high contents of exchangeable K, Na, Ca and Mg. All
these characteristics make it ideal for use as a mulch and soil amendment, especially for dryad

18
sandy areas with low water retention. The processed coir pith resembles peat and has got many
characteristics as that of sphagnum peat, the most common potting media used in horticulture
and hence it is commercially known as coco peat. With the development of commercial
horticulture and reduction in the availability of sphagnum peat, coco peat has become
internationally recognized as an ideal soil amendment and component of soilless container media
for horticultural plants. Coco peat finds use in propagation methods, hardening of tissue and
embryo cultured plants, hydroponic system of plant cultivation, cultivation of glass house plants,
soil conditioning, lawn making etc. Despite many advantages and availability in large quantities,
coir pith is not fully utilized for productive purposes and every year large amounts of coir pith
accumulate nearby coir processing units, causing severe disposal problems, fire hazards and
ground water contamination due to the release ofphenolics compounds. Because of high C: N
ratio (112: 1) and content high lignin under natural conditions its degradation and mineralization
rates are very slow ,preventing its direct use as an organic manure. The application of raw coir
pith with wide C: N ratio can result in immobilization of plant nutrients. In addition, polyphones
and phenolics acids can be phototoxic and inhibit plant growth. Many farmers who Raw coir pith
Coir pith hillock Whole coconut showing the white coconut meat, dark surrounding shell and the
outer husk. The husk is made up of fibrous material and the pith is the corky material that can be
seen amongst the fibers. apply fresh coir pith often complain that plants develop toxic yellowing
symptoms. The inhibitory effect can be eliminated by using biodegraded coir pith. Coir pith can
be made suitable for use in agric- horticulture after composting process using microorganisms
capable of degrading lignin and polyphones and bringing down C: N ratio. Coir pith having a C:
N ratio 24:1 or less could be used as a good source of organic matter for agricultural use. Sri
Lanka is the leading processor and exporter of coir pith into a form suitable for horticultural
applications and India has the potential to become the major source of this valuable organic
resource for internal use and for exports. Coir pith or dust is a biomass residue that decomposes
very slowly due to its lignocelluloses nature. It is one of the largest agro wastes in tropical
countries. Hillocks of coir pith accumulate in the vicinities of coir fiber extraction units. The coir
pith is traditionally disposed by burning which results in environmental problems, including
carbon deposits and air pollution. During the rainy season, the tannins and phenols are leached
out into the soil and irrigation canals, thereby making agricultural land unproductive. Moreover,
the water pollution caused by such leaching is harmful to the aquatic and soil biological life.

19
Therefore, alternate ways to dispose of coir pith such as composting, is of critical importance in
these areas. Physically, coir pith is very light and compressible material. It is highly hygroscopic
and has good water holding properties. With a structure similar to peat it can be used as a 100%
peat free material to grow many plants such as houseplants and conifers and is widely used in
soft-fruit production and other horticultural crops. It is also mixed with other materials as peat
diluents, especially wood fiber and green compost. It is used in horticulture as a soil conditioner,
surface mulch/rooting medium and desiccant. It is processed into many different products for the
horticultural sectors. It can be compressed (6:1) into varying size blocks (600g – 5kg) to enable
the export of large volumes of pith for formulation by growing media manufacturers overseas. It
can also be processed and compressed (4:1) into grow bags for direct use by large-scale growers
who benefit from a product that lasts 1-2 years longer than a traditional peat based grow bag.
These products are made to a high specification where the physical and chemical properties have
been carefully managed to produce a finished product for a very demanding growing situation.
Coir pith has an ability to be compressed into a wide range of added value products such as seed

20
 It has been reported that treatment under hydraulic pressure resulted in rupturing of the
cell structure and lumen of coir pith which was not regained after soaking in water. Application
of high pressure during compressing was observed to decrease the lumen of coir pith and cells
became more compact. Overall evaluation reveals that the lumen of raw coir pith (loose form)
was observed to lie in a size ranging from 85 -126 am where as size of coir pith treated under
hydraulic pressure ranged from 15-32.8 am. Treatment of coir pith under pressure was resulted in
a decrease in size range on an average level of 5.6% from the untreated control

Export Potential of Coir Pith

Coir pith offers good scope for export if processed for use as soil conditioner. The most
recent realization that there is shortage in development of peat moss and that the indiscriminate
exploitation of bogs is very harmful to the environment has opened an opportunity for coconut
husk in the growing market demand for gardening supplies. Coir pith is gaining popularity as a
plant growth medium in U.K and elsewhere in Europe as an excellent natural alternative to other
soil conditioners. The fibrous nature of coir pith makes it capable of breaking even the heaviest
of clay soils, allowing free drainage. Because of its sponge like structure, coir pith helps to retain
water, oxygen and prevent loosening of vital nutrients .Coir pith could also be effectively
marketed due to its consistent size, absence of glass, plastic, metals and objectionable odor.
Some processes have been reported in the prior art for use of coir pith in horticulture, oil
absorption, bio-pesticides, soil conditioners and as fertilizers. The industry though nascent in our
country has managed to establish its position on the global arena. Industry insiders, however
lament that the lack of awareness of the coir pith’s potential in its home ground had compelled
them to eye the markets abroad. This eco-friendly material is said to be replacing peat moss (dug
from the swampy area) and rock wool (used as cultivation medium in the developed countries) as
an effective soil bed under green house conditions.
Selection of Coir Pith to Manufacture Coco peat
Physical Parameters
The coir pith should not be more than two years old and should not be decomposed. It
should be golden brown in color with good ‘cushion’ nature. It should absorb water quickly. It
should be free from other contamination, sand and other foreign materials. It should be stored in

21
a clean environment. There should not be any water-soaking pit around the pith heaps. Above all,
it should be free from weeds and seeds.

Chemical Parameters
The coir pith extracted from the husk soaked with good water alone should be collected.
The coir pith from the hard water process is not useful for the purpose. The electrical
conductivity should be below 0.5ms/cm. The K, Na, Cal, Ca and Mg contents are well within the
limit when EC below 0.5. The pH value should be 5.4 to 6.0.

Coir pith can be used as amendment as it has got higher water holding capacity ranging
from 475% to 800% by weight. Coir pith buried between rows of coconut palms increased
moisture availability. Incorporation of coir pith will improve soil structure and chemical
composition. In saline and sonic soils, coir waste application reduced the salt encrustations and
improved the soil by conserving moisture Growth of population, increasing urbanization, rising
standards of living due to technological innovations have contributed to an increase in the
quantity and variety of solid wastes generated by industrial, mining, domestic and agricultural
activities.
Coir Pith Blocks and Discs
Coir pith block is specially designed for commercial nurseries and greenhouses. This
soil conditioner is suitable for all types of garden plants, lawns, flowers, orchids and vegetables
in pots or on the ground

22
 1. HUSK 2.DEFIBERING PROCESS 3.COIR PITH

Effect of Moisture
The presence of moisture in the coir pith/fiber creates air entrapments in the produced
boards and may lead to deterioration in the strength of the boards. The raw material should be
dried to a moisture level of less than 10% before hot pressing.
Effect of Temperature

23
 The thermal behavior of the original (chemically unmodified) lignin in the plant tissues
shows thermosetting properties as it melts at temperatures above 140 °C.. At lower temperatures
proper setting of the board has not taken place and at higher temperatures charring of the board
observed and 150°C is the optimum temperature for satisfactory flow and setting of the lignin to
produced good boards.

3.3 ORAGANIZATION CHART

CHAIRMEN

BOARD OF DIRECTOR

GM HR

PRODUCTION
MARKETING FINANCE QUALITY
MANAGER
MANAGER MANAGER CONTROL

SUPERVISOR SALES ACCOUNTANT QUALITY

EXCUTIVE STAFF CONTROLLER

24
WORKERS

CHAPTER - IV
DATA ANALYSIS AND INTERPRETATION
TABLE - 4.1
GENDER OF THE RESPONDENTS
PARTICULAR RESPODENTS PERCENTAGE
Male 21 42
Female 29 58
Total 50 100
SOURCE: PRIMARY DATA
INTERPRETATION
The above table shows that 29(58%) respondents are female and 21(42%) respondents of
male.
The majority of the respondents are 29(58%) female.

CHART – 4.1
GENDER OF THE RESPONDENTS

25
 PERCENTAGE
58
60

50 42

40 PERCENTAGE

30

20

10

0
Male Female

TABLE – 4.2
AGE OF THE RESPONDENTS

PARTICULARS RESPONDENTS PERCENTAGE

Below 20 years 10 20
21-30 years 12 24
31-40 years 17 34
Above 40 years 11 22
Total 50 100
SOURCE: PRIIMARY DATA
INTERPRETATION
The above table shows that 17(34%) respondents are 31-40 years, 12 (24%) respondents
are 21-30 years, 11 (22%) respondents are above 40 years, 10 (20%) respondents are below 20
years.
The majority of the respondents are 34%between the age group of 31-40 years.

CHART – 4.2
AGE OF THE RESPONDENTS

26
 34
35

30
24
25 22
20
20

15

10

0
Below 20 years 21-30 years 31-40 years Above 40 years

TABLE – 4.3
RESIDENTIAL STATUS OF THE RESPONDENTS

RESIDENTIAL STATUS RESPODENTS PERCENTAGE

Rural 26 52
Urban 24 48
Total 50 100
SOURCE: PRIIMARY DATA
INTERPRETATION
The above table shows that 26 (52%) respondents are Rural and 24 (48%) respondents
are Urban.
The majority (52%) of the respondents are Rural.

CHART- 4.3
RESIDENTIAL STATUS OF THE RESPONDENTS

27
 PERCENTAGE
52
52

51

50
PERCENTAGE
49
48
48

47

46
Rural
Urban

TABLE – 4.4
MARITAL STATUS OF THE RESPONDENTS

MARITAL STATUS RESPODENTS PERCENTAGE

Married 36 72
Un married 14 28
TOTAL 50 100
SOURCE: PRIIMARY DATA
INTERPRETATION
The above table shows that the 36 (72%) respondents are Married and 14(28%)
respondents are Unmarried.
The majority (72%) of the respondents are married.

CHART- 4.4
MARITAL STATUS OF THE RESPONDENTS

28
 PERCENTAGE
80
70
60
50
PERCENTAGE
40
72
30
20
28
10
0
Married Un married

TABLE – 4.5
EDUCATION STATUS OF THE RESPONDENTS

PARTICULARS RESPONDENTS PERCENTAGE

SSLC 7 14
HSC 13 26
DIPLAMO 16 32
GRADUATE 14 28
TOTAL 50 100
SOURCE: PRIIMARY DATA
INTERPRETATION
The above table shows that the 16 (32%) respondents are between diplomo, 14 (28%)
respondents are between graduate, 14 (26%) respondents are HSC and 7 (14%) respondents are
SSLC.
The majority of the32% respondents are diploma.

CHART-4.5
EDUCATION STATUS OF THE RESPONDENTS

29
 PERCENTAGE
32
35
28
30 26

25
PERCENTAGE
20
14
15

10

0
Sslc Hsc Diplamo graduate

TABLE – 4.6
OCCUPATION STATUS OF THE RESPONDENTS

PARTICULARS RESPONDENTS PERCENTAGE

STUDENT 18 36
SELF EMPLOYEE 17 34
AGRICULTURE 23 46
BUSINESS 12 24
TOTAL 50 100
SOURCE: PRIIMARY DATA
INTERPRETATION
The above table shows that the 23 (46%) respondents are agriculture, 18 (36%)
respondents are student, 17 (34%) respondents are above self employee and 12 (24%)
respondents are business. that the majority of the respondents are agriculture.
The majority of the respondents are 46% in agriculture.

CHART – 4.6
OCCUPATION STATUS OF THE RESPONDENTS

30
 PERCENTAGE
50 46
36
40 34
30
20 24
PERCENTAGE
10
0
T
EN E
UD
O YE RE
ST S
PL LTU ES
EM U IS N
LF IC
SE GR BU
A

TABLE – 4.7
MONTHLY INCOME OF THE RESPONDENTS

MONTHLY INCOME RESPONDENTS PERCENTAGE

Below 10000 13 26
10000-15000 24 48
15000-20000 8 16
Above-25000 5 10
TOTAL 50 100
SOURCE: PRIMARY DATA
INTERPRETATION
The above table shows that majority of 13 (48%) of respondents are 10000-15000, the 13 (26%)
of respondents are below 10000, the 8 (16%) of respondents are 15000- 20000 and the 5 (10%)
of respondents above 20000.
CHART - 4.7
MONTHLY INCOME OF THE RESPONDENTS

31
 PERCENTAGE
48
50
45
40
35 26
30 PERCENTAGE
25 16
20
10
15
10
5
0
Below 10000 10000-15000 15000-20000 Above-25000

TABLE- 4.8
FAMILY TYPE OF THE RESPONDENTS

TYPES OF FAMILY RESPONDANTS PERCENTAGE

Joint family 34 68

Nuclear family 16 32

Total 50 100

SOURCE: PRIMARY DATA

INTERPERTATION
The above table shows that the 34 (68%) of respondents are joint family and 16 (32%) of
respondents are nuclear family.
The majority (68%) of the respondents are joint family.

CHART- 4.8

32
 FAMILY TYPE OF THE RESPONDENTS

PERCENTAGE
68
70
60
50
40 32 PERCENTAGE
30
20
10
0
Joint family
Nuclear family

TABLE- 4.9
USE OF THE COIR PRODUCTS

PRODUCT ANALYSIS RESPONDENCE PERSANTAGE

YES 35 70

NO 15 30

TOTAL 50 100

SOURCE: PRIMARY DATA

INTERPERTATION
The above table shows that the 35 (70%) respondents are yes and 15 (30%) respondents
are no.
The majority (70%) of the respondents are yes.
CHART- 4.9
USE OF THE COIR PRODUCTS

33
 PERCENTAGE

70
60
50
70
40
30
30
20
10
0
YES NO

TABLE- 4.10
USE OF THE COIR PRODUCTS
PURPOSE RESPONDENCE PERCEUSNTAGE

GROWING PLANTS 38 76

OTHERS 12 24

TOTAL 50 100

SOURCE: PRIMARY DATA

INTERPERTATION
The above table shows that the 38 (76%) respondents are growing plants and 12 (24%)
respondents are others.
The majority (70%) of the respondents are growing plants.

CHART-4.10
USE OF THE COIR PRODUCTS

34
 PERCENTAGE

80
70
60
PERCENTAGE
50 76
40
30
20 24
10
0
GROWING PLANTS OTHERS

TABLE-4.11
OPINION ABOUT THE COIR PRODUCTS

OPINION CURESPONDENCE PERSANTAGE

VERY GOOD 10 20

BAD 16 32

GOOD 24 48

TOTAL 50 100

SOURCE: PRIMARY DATA

INTERPRETATION
The above table shows that majority of 24 (48%) of respondents are good, the 16 (32%)
of respondents are below bad, the 10 (20%) of respondents are below very good.
The majority of the respondents 48% are good with the opinion.
CHART – 4.11
OPINION ABOUT THE COIR PRODUCTS

35
 PERCENTAGE
48
50
45
40 32
35
30 20
25
20
15
10
5
0
VERY GOOD BAD GOOD

TABLE-4.12
PURCHASING POINT OF THE COIR PRODUCTS
PURCHASE CURESPONDENCE PERCENTAGE

RETAILE SHOP 16 32

DEPARTMENT STORE 10 20

ONLINE SHOPING 24 48

TOTAL 50 100

SOURCE: PRIMARY DATA

INTERPRETATION
The above table shows that majority of 24 (48%) of respondents are online shopping, the
16 (32%) of respondents are below retailed shop and the 10 (20%) of respondents are below
department store.
The majority of the respondents are 48% purchasing the product by online shoping.
CHART –4.12
WHERE YOU ARE PURCHASING THE COIR PRODUCTS

36
 PERCENTAGE

50
45
40
35
30 48
25
20 32
15 20
10
5
0
RETAILE SHOP DEPARTMENT STORE ONLINE SHOPING

TABLE-4.13
FREQUENCY OF PURCHASING THE COIR PRODUCTS
FREQUENCY OF CURESPONDENCE PERCENTAGE
PURCHASE
DAILY 7 14

WEEKLY 13 26

MONTHLY 30 60

TOTAL 50 100

SOURCE: PRIMARY DATA

INTERPRETATION
The above table shows that majority of 30 (60%) of respondents are monthly, the 13
(26%) of respondents are below weekly and the 7 (14%) of respondents are below daily.
The majority of the respondents are 60% purchasing the product monthly.
CHART – 4.13
FREQUENCY OF PURCHASING THE COIR PRODUCTS

37
 PERCENTAGE
60
60

50

40 PERCENTAGE
26
30

20 14

10

0
DAILY WEEKLY MONTHLY

TABLE-4.14
PURCHASE QUANTITY OF THE COIR PRODUCTS
QUANTITY OF PURCHASE NUMBER OF PERCENTAGE
RESPONDENCE
2KG 18 36

3KG 22 44

5KG 10 20

TOTAL 50 100

SOURCE: PRIMARY DATA

INTERPRETATION
The above table shows that majority of 22 (44%) of respondents are 3kg, the 18 (36%) of
respondents are below 2kg and the 10 (20%) of respondents are below 5kg.
The majority of the respondents are 44% purchasing the product of 3Kg.

CHART – 4.14

38
 PURCHASE QUANTITY OF THE COIR PRODUCTS

PERCENTAGE
44
45
36
40
35
30
25 PERCENTAGE
20 20
15
10
5
0
2KG
3KG
5KG

TABLE- 4.15
AWARENESS ABOUT THE COIR PRODUCTS
AWARENESS NUMBER OF PERCENTAGE
RESPONDENCE
DEALERS 7 14
ADVERTISEMENT 16 32
FRIENDS AND RELATIVES 14 28
OTHERS 13 26
TOTAL 50 100
SOURCE: PRIMARY DATA
INTERPRETATION
The above table shows that majority of 16 (32%) of respondents are others, the 14 (28%)
of respondents are below friends and relatives, the 13 (26%) of respondents are below
advertisement and the 7 (14%) of despondence are below dealers.
The majority is advertisement 32%

CHART – 4.15

39
 AWARENESS ABOUT THE COIR PRODUCTS

PERCENTAGE
32
35 28 26
30
25
20 14
15
10 PERCENTAGE
5
0
S T ES S
LER EN TIV HER
A M
DE E LA OT
RTIS RE
VE ND
AD A
NDS
IE
FR

TABLE-4.16
PREFERNCE OF FEATURES IN CHOOSING COIR PRODUCTS
PREFERNCE NUMBER OF PERCENTAGE
RESPONDENCE
QUALITY 18 36
PRICE 12 24
AVAILABILITY 8 15
FAST DELIVERY 12 25
TOTAL 50 100
SOURCE: PRIMARY DATA
INTERPRETATION
The above table shows that majority of 18 (36%) of respondents are quality, the 12 (25%)
of respondents are below friends and fast delivery, the 12 (24%) of respondents are below price
and the 8 (15%) of despondence are below a availability.
The majority Quality (36%)

CHART – 4.16

40
 PREFERNCE OF FEATURES IN CHOOSING COIR PRODUCTS

PERCENTAGE
40 36
35
30 24
25 25
20
15 15
PERCENTAGE
10
5
0
Y
A LIT IC
E
Y
QU PR ILIT Y
B ER
ILA IL V
A E
AV STD
A FA

TABLE-4.17
CUSTOMER CATEGORY OF THE COIR PRODUCTS
CUSTOMER CATEGORY NUMBER OF PERCENTAGE
RESPONDENTS
LOWER CLASS 10 20

MIDDLE CLASS 27 34

HIGH CLASS 13 26

TOTAL 50 100

SOURCE: PRIMARY DATA

INTERPRETATION
The above table shows that majority of 27 (34%) of respondents are middle class, the 13
(26%) of respondents are below high class, the 10 (20%) of respondents are below lower class.
The majority buying middle class 34%

CHART –4.17
CUSTOMER CATEGORY OF THE COIR PRODUCTS

41
 PERCENTAGE
34
35
30 26

25 20
PERCENTAGE
20
15
10
5
0
LOWER CLASS MIDDLE CLASS PARTICULARS

TABLE –4.18
LEVEL OF SATISFACTION TOWARDS SALES AND SERVICE
LEVAL OF NUMBER OF PERCENTAGE
SATISFACTION RESPONDENTS
Yes 34 68

No 16 32

Total 50 100

SOURE: PRIMARY DATA

INTERPRETATION
The above table shows that the 34 (68%) respondents are yes and 16 (32%) respondents
are no.
The majority (68%) respondents are yes.

CHART – 4.18

42
 LEVEL OF SATISFACTION TOWARDS SALES AND SERVICE

PERCENTAGE
68
70
60
50
40 PERCENTAGE
32
30
20
10
0
Yes
No

TABLE- 4.19
TYPES OF MEDIA INFLUENCED
FACTORS INFLUENCED NUMBER OF PERCENTAGE
RESPONDENCE
TV 16 32
NEWS PAPER 8 16
MAGAZINE 12 24
OTHERS 14 28
TOTAL 50 100
SOURCE: PRIMARY DATA
INTERPRETATION

43
 The above table shows that majority of 16 (32%) of respondents are TV, the 14 (28%) of
respondents are below friends and others, the 12 (24%) of respondents are below magazine and 8
(16%) of despondence are below news paper.
The majority buying TV is 32%.

CHART –4.19
FACTORS INFLUENCED TO PURCHASE

PERCENTAGE
35 32
30
28
25 24
20 PERCENTAGE
16
15
10
5
0
TV
NEWS PAPER
MAGAZINE
OTHERS

CHAPTER- V

FINDING, SUGGESTION, CONCLUTION

5.1 FINDINGS
o The majority (58%) of respondents are female.
o The majority (34%) of respondents under the age between 31 – 40 years.
o The majority (52%) of respondents in Rural areas.
o The majority (72%) of respondents are married.
o The majority (32%) of respondents are diploma.
o The majority (46%) of respondents in agriculture.

44
 o The majority (48%) of respondents are between Rs. 10000 – Rs.15000.
o The majority (68%) of respondents are joint family.
o The majority (70%) of respondents using coir product.
o The majority (76%) of respondents using for growing plants.
o The majority (48%) of respondents feedback are, good.
o The majority (48%) of respondents buying in online shopping.
o The majority (60%) of respondents are buying the coir product monthly.
o The majority (44%) of respondents are buying quantity of 3 Kg.
o The majority (33%) of respondents are watching advertisement.
o The majority (36%) of respondents are buying for quality.
o The majority (34%) of respondents in middle class.
o The majority (68%) of respondents are satisfied.
o The majority (32%) of respondents are watching television Ad’s.

5.2 SUGGESSTION
 Improve the qualities of package.
 Increase the quantity level affordable to the price.
 Minimize the cost of a product.
 Maximize the available of product in rural area.
 Improve the different feature of coir product.
5.3 CONCLUSION
The study lists the various motivational factors and behavior of brand
preferences while purchasing a particular brand of the coir products and highlights the
reason which case preferring for a particular brand of coir

45
 The consumer is very much will full to buy the branded of coir product.
Consumer is also attested advertisements. Here advertisement plays a major role in
creating awareness towards and to choose a specific brand. The company should develop
the things what the customer’s expectation in future from coir product.

BIBLIOGRAPHY
BOOKS & AUTHORS
❖ Marketing Management: Philip Kilter
❖ Marketing Management: Sabena Rajang
❖ Marketing: Gandhi J.C.

JOURNALS & MAZAGINES 

❖ Business World
❖ Company Journals
❖ The Hindu

46
 ❖ The Times of India

WEBSITES 
❖ Google
❖ Wikipedia

ANNEXURE

QUESTIONARIE

The question are based on the customer satisfaction which are provided please mark your
answer it will be helpful in my project

1. Gender

a) Male b) Female

47
2. Age

a) Below 20 years b) 21-30 years c) 31-40 years d) Above 40 years

3. Residential status

a) Rural b) Urban

4. Marital status

a) Married b) Unmarried

5. Educational qualification

a) SSLC b) HSC c) diploma d) graduate

6. Occupation

a)Student b)Self employee c)Agriculture d)Business

7. Monthly income

a) Below 10000 b) Rs. 10000 – 15000

c) Rs 15000 – 20000 d) Above 25000

8. Type of family

a) Joint family b) Nuclear family

9. Do you use coir products?

a) Yes b) No

10. For what purpose do you used the coir product?

a) Growing plants b) Others

48
11. What is your opinion about the coir product?

a) Very good b) Bad c) Good

12. Where you are purchasing?

a) Retail shop b) Department store c) Online shopping

13. Frequency of purchasing?

a) Daily b) weekly c) monthly

14. What quantity you are purchase?

a) 2 Kg b) 3 Kg c) 5 Kg

15. How do you know about coir products?

a) Dealers b) Advertisement c) Friends and relatives d) Others

16. What were they defer from there other?

a) Quality b) Price c) a Availability d) Fast delivery

17. According to your consumer?

a)Lower class b)Middle class c)High class

18. Are you satisfied after has use of sales and services?

a) Yes b) No

19. Which type of media of advertisement attracted to you on purchase of coir

product?

49
a) TV b) Newspaper c) Magazine d) Others

20. Suggestion?

50