Four years ago, when Jefrey Jayakumar sold tender coconuts at Rs.20 a piece - a price strikingly lesser than the prevailing retail price - he invited trouble from other vendors. They issued threats to him, asking him to give up the business. He did not yield to the pressure. He continued to stand by his price.
For the last two months, Jayakumar has been selling tender coconuts at prices that are lower still. The coconuts are priced on the basis of factors such as size and the the time of the year. Now, across the city, he sells coconuts through hired workers at the following prices too — Rs. 13, Rs. 16, Rs. 17 and Rs. 18.
“Tender coconut prices generally fall during winter. In 2015, the lowest price that I quoted was Rs.15 and for the last two months, I have further brought the prices down to Rs.13,” says Jayakumar.
He sources tender coconuts from Marakkanam, Puducherry and Cuddalore.
“My next aim is to buy tender coconuts from Pollachi, which are a sought-after variety, and sell them at a price that is affordable to all. Most probably, it will take me another two years to do this,” adds Jayakumar.
Last year, Adyar, Besant Nagar and East Coast Road were covered and in 2017, Jeyakumar plans to extend his venture to Kodambakkam, Vadapalani, Aminjikarai, Anna Nagar and Ambattur.
