Venkat Raman
Auckland, June 29, 2024
Ten years ago, Purnima Singh was a desperate mother trying to save the life of her three-week-old son diagnosed with severe eczema.
Treatment with steroids was at hand but the fear of the side effects was daunting.
As well as tending to another child, Ms Singh knew that she was becoming a stressed woman but pulled herself together and decided to tackle the challenge.
Exploring Nature Cure
Her Indian roots and the nature cure that she had learned from her parents and grandparents during her formative years gave her hope.
“There must be ways of treating eczema the natural way, without having to resort to steroids and modern medicines that could be harmful in the long run,” she thought.
She learnt that coconut oil has been used for thousands of years in India and by generations in the Pacific Island countries, especially Fiji and that it offers many healing benefits and has anti-microbial, anti-fungal and anti-viral benefits.
Ms Singh attended the University of Otago in Otago to earn her MBA degree.
It was time to give up the full-time job and venture into her entrepreneurship.
She began working on the texture of the skin care product and took her two years of intensive efforts to attain a highly absorbent texture and reduce the coconut smell in the product that she was developing not only for her children but also for Fiji and thereafter for the world.
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The birth of Loloma Fiji
She called her enterprise Loloma, symbolising love and mercy.
Her vision was to make ‘Loloma Fiji’ a curative solution and a product of endearment throughout the Pacific and the world.
“One of our core principles is to encapsulate the love we experience as a nation, our pristine, unspoiled environment and the warmth of our people. Our product aims to serve as a cherished reminder of the precious moments spent in our idyllic island home,” she said.
Sourced from organic plantations from the pristine, crystal clear pollutant-free Islands, organic coconuts are delicately handpicked and harvested.
The best of Coconut Oil
Mature coconuts with the softest flesh are cracked open and squeezed by hand using pure rainwater. They are then sun-dried and undergo a unique filtration process using steam. Loloma has no chemicals or additives, just as she wanted for her children.
Ms Singh said that the MBA Programme was a turning point in her life and career.
“It provided me with the opportunity to assess the feasibility of entering the California market. As a result, our first entry was in Los Angeles. Our business model is continuously evolving to adapt to ever-changing markets. Each market has its own culture, trends, and sustainability considerations. It is therefore important to have different approaches and requirements,” she said.
According to the Fiji Trade Commission Office in Auckland, the Company’s innovative skincare line has soothed and resolved the plight of many mothers whose children suffer from the itch of eczema and dried skin, bringing her recognition and awards for creating a product for the benefit of children.
The Trade Commission said that Loloma Fiji is a 100% natural product with no artificial flavours or components.
Reaching across the world
“An Awards Committee in the USA honoured her with the Parent Pick Awards in 2023, the Eco Excellence Awards for Best Skincare for Children, the National Parenting Products Awards and the Mums Choice Awards in 2021,” the Commission said.
Loloma Fiji products are available in New Zealand, Fiji, the USA and Japan and Ms Singh is now approaching the UK and European markets.
She has participated in various Baby Shows in New Zealand and around the world to showcase the benefits of Loloma Fiji and provide a natural solution to children’s skincare needs without resorting to the harmful use of creams containing steroids.
“Participating in the Baby Show at London ExCEL provided an excellent platform to exhibit a Fijian product on a global scale. The opportunity allowed us to engage directly with our potential target audience, establish valuable connections, gather market insights and explore potential distribution partnerships. Overall, it was an immensely positive and enriching experience,” Ms Singh said.
She said that Loloma Fiji has developed unique blends of new product lines that are being launched in most markets throughout the year.
“We would like to further explore and continue to develop unique natural-based products that are safe and effective for the whole family,” she said.
According to the Company’s website, a new range of Coconut Melts is being developed.
“It will be available in three scents- Natural Coconut, Hibiscus infused and Mango infused. These are made from the freshest and best pure virgin coconut oil from Fijian sustainable organic plantations and designed to melt and absorb into the skin quickly,” the announcement said.
