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Madhura Agro Process Pvt Ltd (MAPPL), is located in Coimbatore, the 2nd largest coconut growing district in the world, and promoted by women agripreneurs, Disappointed with the seasonal nature of business and consistently low prices for tender coconut at the farm gate, despite high street prices; promoters of MAPPL, looked at opportunities to improve the fortunes of coconut farmers. They soon realised that value addition in Tender Coconut was the only way to establish a regular business, and put pricing power in the hands of farmers. If they could do it without increasing consumer price, the enterprise could deliver handsome rewards to all stakeholders.