To effectively carry out the responsibilities assigned under the Kerala Toddy Industry Development Board (KTIDB) Act, and based on the essential requirements of the industry, the Board proposes to implement 15 strategic projects in a phased manner across three stages.
Upgrading Existing Toddy shops to Star-Rated Standards
- Although toddy shops are widespread across Kerala, none currently operate under standardized norms. As toddy consumption has declined, many consumers have turned to alternative substances that offer intoxication. This trend poses a serious risk—not just to individual health, but to families, society, and even the state as a whole. It is in this context that the value of toddy as a safe, natural traditional drink must be emphasized. Unfortunately, the poor condition of existing toddy shops remains one of the main reasons consumers avoid them. Upgrading these shops into 1-star to 3-star rated parlours is both feasible and necessary. As a crucial first step, immediate action must be taken to classify and modernize these outlets using standard interior designs, approved colour schemes, and proper branding to establish consistency, hygiene, and professionalism across the toddy retail sector.
Promoting Restaurant cum Toddy Parlours Near Tourism Destinations
- Kerala, often referred to as “God’s Own Country,” was among the first to recognize and develop tourism as a serious industry. Each year, countless domestic and international tourists visit its scenic landscapes, rich traditions, and cultural heritage. Toddy, a natural and traditional beverage of Kerala, has immense potential to be introduced to this diverse tourist base in a refined, safe, and appealing format. Establishing 4- to 5-star rated Restaurant cum Toddy parlours near prominent tourist destinations—alongside restaurants and food courts—can offer visitors a unique cultural experience while also promoting Kerala’s indigenous products. These upgraded parlours will not only elevate the image and credibility of the toddy industry but also create meaningful livelihood opportunities for new entrants into the trade. Additionally, such centres can serve as outlets to market value-added coconut-based products, directly benefiting coconut farmers and reinforcing toddy parlours as modern ambassadors of Kerala’s tradition and sustainability.
Unified Branding and Modernization of Toddy Parlours
- Currently, toddy parlours in Kerala do not reflect the state’s social, cultural, or economic progress. As a result, the younger generation often perceives toddy parlours, the toddy collection profession, and the entire industry as outdated and undesirable. This negative image discourages existing workers and deters new entrants, threatening the industry’s future.
- To address this, a comprehensive transformation of toddy parlours and related areas of the industry is essential. All 1-, 2-, and 3-star rated parlours should adopt an approved design and adhere to a unified branding system. This includes a consistent color scheme that emphasizes toddy as a natural and healthy beverage. A tagline such as “Toddy: An Indigenous Drink of God’s Own Country” should be prominently displayed, along with an official seal or logo at each outlet.
The board will also initiate the bottling of toddy as a branded beverage. Once this system proves successful, bottled toddy will be distributed exclusively through licensed 1- to 5-star Restaurant cum Toddy Parlours. This measure will not only ensure quality and safety but also strengthen brand identity and elevate public perception of toddy as Kerala’s cultural drink.
Introduction of K-Toddy Brand and Bottled Toddy for Safe and Hygienic Consumption
- To make pure and hygienic toddy accessible to consumers, a new bottled toddy brand named K-Toddy will be introduced. Currently, toddy in Kerala is perishable within 24 hours, leaving no viable method for safe storage or transport. However, studies show that if properly bottled, toddy can be preserved without significant loss of quality for 3 to 12 months. Countries like Sri Lanka have already adopted this method, and are even exporting bottled toddy to other markets.
- With the adoption of advanced technology in Kerala, it is now possible to extend the shelf life of toddy, enabling hygienic packaging and distribution. This initiative will ensure that consumers receive fresh, safe, and high-quality toddy without spoilage or contamination. The upcoming launch of the K-Toddy brand aims not only to distribute the drink across the state but also to explore export opportunities to international markets.
- Preliminary studies and trials for bottling have already been initiated. Under this system, toddy collected by licensed tappers will be transported to centralized processing units for purification and bottling. The sealed bottles will then be distributed to toddy parlours across Kerala through a regulated supply chain, minimizing human interference and contamination risks. The bottles will include expiration dates and be stored under proper conditions to maintain quality.
- This approach will resolve many of the challenges currently faced by the industry such as perishability, legal complications during transport, and losses due to spoilage making Toddy a reliable and sustainable product once again.
Value Addition and Joint Branding with Kudumbashree
- To effectively utilize surplus toddy and create economic value, the production of value-added products in collaboration with Kudumbashree is proposed. Under a joint brand—Kudumbashree–K-Toddy—these products will be marketed to ensure both economic sustainability and women’s empowerment.
- The Toddy industry can only achieve commercial success if it ventures beyond traditional sales and embraces the creation of value-added products. Items such as vinegar, toddy powder, and other derivatives can be developed from toddy through appropriate processing. Currently, a significant portion of the collected toddy goes to waste either due to overproduction or lack of immediate consumption.
- To address this, facilities and technology for processing vinegar from toddy will soon be developed and implemented, enabling efficient value addition and product diversification within the industry.It will be easy to process excess toddy into value-added products. These initiatives will ensure that surplus toddy, which is otherwise discarded due to perishability, can be effectively utilized. This approach will reduce losses suffered by license holders and provide an opportunity to make toddy accessible in various formats under any circumstance.
- Moreover, it opens up numerous new employment opportunities. By involving local self-help groups, especially women’s groups like Kudumbashree, in the production process, a strong ecosystem of community-driven enterprises can be developed. These products will be branded and marketed under the joint label Kudumbashree–K-Toddy, offering both commercial viability and social impact.