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Cordia diffusa K.C. Jacob, belonging to Boraginaceae, discovered in 1938 and named by K.C. Jacob in 1944, is a little-known and the only narrow endemic but neglected plant of Coimbatore City. The lectotype of the steno-endemic is determined and the current status, distribution, potential threats, bioprospecting potential, and suggestions for conservation of the species are discussed. The collection of steno-endemic plant during intensive exploration in its type locality nearly after 90 years is of phytogeographic and conservation significance. The endemic is proposed the category of Critically Endangered (CR) based on criterion D of IUCN (as per versions 3.1 & 13). C. diffusa can be protected by promoting awareness of the rarity of native species and mass propagation through vegetative means so as to introduce it in gardens, parks, and avenues, etc. at once in the city.
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