Today PURE is premium edible grade oil, while the positioning of Today PURE has always been on purity. Today pure's primary target has been woman of all ages the brand.

Innovation in Today PURE :To support its continuing Endeavour to provide high quality Today pure coconut oil to its consumers. Farmax has been constantly innovating for this brand for example of innovation is introduced of transparent pet bottle in coconut oil, it shows its purity. Today PURE available in transparent pet bottles is also available in pouch packs, to service the rural sectors increasing penetration.