A process for deoxidizing a hydroxy group of an alcohol having a secondary or tertiary hydroxy group. It comprises converting the hydroxy group into a substituted or unsubstituted benzoate derivative, then subjecting it to a photo catalytic reaction in the presence of an electron donor or to an electrode reaction in the presence of an electrolyte to thereby obtain on an industrial scale the end compound wherein the hydroxy group is selectively deoxidized.
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