Pulsed light is an emerging non-thermal processing technology which is mainly used for food decontamination. In this study, pineapple juice was exposed to pulsed light to inactivate the E.coli cells using diff erent process parameter such as depth of the juice (5, 10, 15 and 20mm), shelf-height (5, 10 and 15cm) and number of pulses (60,120, 180 and 240 fl ashes) corresponding to an fl uence of 4.8J/cm2, 9.6J/cm2, 14.4J/cm2 and 19.2J/cm2. Sterilized tender coconut was inoculated with E.coli culture of 107 cfu/ml. Treatments led to maximum reduction of 6.3 log cfu/ml. E.coli reduced with increase in the number of pulses. Inactivations are achieved on the thin layer of juice (5mm) at a nearer distance (5cm) from the lamp with 240 fl ashes. By varying the process parameter, reduction in E.coli had a signifi cant eff ect (p< 0.05). Quality characteristics such as soluble solids, pH, color, acidity, Vitamin C and Total phenols does not show statistical diff erence (p<0.05) a er testing in diff erent process parameter of Pulsed light treatment. This could be an alternative technology for thermal processing without compromising both quality and safety of the juice.