Whatever the scientific truth, the general belief across Kerala is that passion fruit is good for dengue and for cancer patients undergoing chemotherapy. In Kerala, zilla panchayats, Kudumbasree (Self-Help Groups) and Krishi Bhavans began promoting passion fruit and distributing plants.
Soon, passion fruit processing companies got into the act. Idukki became a hub of sorts with two large companies producing passion fruit squash. Smaller units followed. Along highways, stalls began selling passion fruit sherbet. In southern Kerala, passion fruit juice is now the most popular ‘welcome drink’ at weddings.