Here are 11 key strategies for marketers to succeed in Nepal (going with 11 instead of 10 because the number 11 is perceived to be lucky). 

Youth-centric marketing
With a median age of 23, it is mostly made up of young folks with fresh ideas and a lot of energy. This youth demographic represents a powerful force shaping culture change and consumer preferences. Unlike older generations, today’s Nepali youth are characterised by their playful carefree nature, coupled with a strong sense of identity and tradition. They are spontaneous, confident, and have bigger ambitions. As marketers, connecting with this demographic is crucial as their opinions shape the trajectory of brand engagement and loyalty. 

Nepalisation
Embracing Nepal’s diverse culture is key. Celebrating local traditions and values in advertising campaigns can greatly enhance brand relevance. Nepal has a rich culture, so major brands are focusing on ‘Nepalisation’ to resonate with people. This means ensuring that ads feel authentic to locals. Brands that highlight Nepal’s heritage and values in their ads, while also making them relatable to the local context, tend to succeed. For instance, tactical campaigns that include elements of festivals during the Dashain and Tihar months resonate well with nationwide audiences. 

Appetite for new product ideas
Nepali consumers, especially the youth, are open to trying new ideas, driven by factors like having family members abroad and exposure to foreign goods. They are eager to adopt new products, particularly those with modern values. When new products launch, they often see high trial rates because of this openness to innovation. For instance, if a product aligns with youth culture and offers something fresh, Nepali consumers are quick to give it a try. 

Consumer segmentation
Family sizes are shrinking and urbanisation is on the rise. Marketers need to understand different clusters of consumers to reach them effectively. This includes targeting groups like upwardly mobile individuals who want better lifestyles and also the middle class who move to urban centres for work or studies but have limited budgets. With more jobs in the service sector now, younger people, including women, are employed and they are eager to buy new things they desire. Marketers should recognise these differences in consumer needs and tailor their strategies accordingly. 

Western influence among the parent generation
The parent generation in Nepal has been influenced by Western culture, primarily through tourism since the 1970s. Western tourists, including the hippies, brought Western music, fashion, and lifestyle to Nepal. This influence is seen in the popularity of Western Rock Music and fashion trends amongst generation X and Y. However, this previous generation, now in their 50s, remains deeply connected to their traditional rituals like Guthi and Jatras, which have been practiced for generations. As they age, they value these traditions more, recognising their importance in preserving their cultural heritage. In Nepali society, these rituals are deeply ingrained and cannot be ignored, as they have been passed down for many decades. 

Influence of Korean and Japanese cultures
With the global popularity of Korean pop culture, Nepali youth are increasingly embracing Korean influences. Music groups like BTS and Blackpink have captured the attention of young Nepalis, shaping their fashion preferences. This includes not only listening to K-pop music but also watching Korean dramas, which have gained a significant following. Many urban youths, especially those from mountainous and hilly regions, are drawn to the Korean look, emulating hairstyles and clothing choices. Similarly, Japanese anime movies and characters are gaining appeal, influencing youth’s language and food preferences such as sushi and ramen. Despite these global influences, Nepali youth continue to cherish their cultural heritage. The fusion of traditional music and instruments with contemporary trends reflects the dynamic nature of Nepali youth culture, which embraces both global influences and local identity.

Bollywood and cricket
The influence of Bollywood and cricket is strong in Nepal, owing to the close cultural ties and an open border. Nepali life often reflects Indian culture, as seen in weddings, fashion, and food. Bollywood-style weddings with elaborate ceremonies and attire are popular and traditional clothing like sarees are worn on special occasions. Indian food like biryani and samosas are common in Nepali households and restaurants. Furthermore, the popularity of Indian cricket stars like Sachin Tendulkar has transcended borders, with Nepali cricket fans admiring and idolising their Indian counterparts. The success of Nepali cricketers in global tournaments and leagues like the IPL has further strengthened the bond between cricket-loving communities in both countries. 

Television still vital
Television is crucial for reaching consumers effectively in Nepal. With over 60% of households owning a TV, it reaches both urban and rural areas. Brands can use TV to tell stories that connect emotionally with diverse audiences. The rise of connected TV opens up new opportunities to reach upwardly mobile individuals and promote high-profile products. In remote areas like Karnali and Sudur Paschim, where TV and internet access may be limited, radio remains popular. 

Technology, digital and multimedia
Technology is transforming how we work and connect in Nepal. Many IT companies have established offices here, attracted by our young, English-speaking, and tech-savvy workforce. In Lalitpur alone, part of Kathmandu Valley, there are over 50 major IT firms with hundreds of employees each, serving clients worldwide. With more than 63% of people using the internet, businesses are leveraging online platforms to reach consumers in new ways. They use social media, influencers, and apps like Fonepay/Esewa for payments, Foodmandu for food delivery, and Daraz/Sasto Deal for easier shopping. Facebook, Instagram, WhatsApp, Viber, IMO are popular among different clusters of audiences. TikTok was hugely popular until it was banned by the government. Games like PubG are highly engaging and Nepali apps like Hamropatra have millions of downloads. Marketers need to use technology wisely, beyond social media and influencers, exploring display ads, search, videos, and e-commerce.

Invest in brand-building
Now is the perfect time to invest in building your brand in Nepal. One thing is clear, brands that connect with consumers and have a strong presence often succeed in the long run. In Nepal, advertising costs are low compared to other South Asian countries, making it easier for brands to establish themselves. There are many examples where regional brands from India have done relatively better in the Nepali market leveraging these advantages. Furthermore, brands can leverage their learnings from other markets to disrupt the Nepali market and capture consumer attention effectively. Whether the goal is to increase brand awareness or brand loyalty, there is a lot of potential for brands to make a bigger impact. 

Collaboration and industry evolution
Moreover, the advertising industry in Nepal is evolving, with industry associations working on new policies and standards. This presents an opportunity for brands to collaborate with industry stakeholders. Brands can enhance transparency and drive collective growth. At the same time, contribute to the evolution of advertising practices which can benefit both brands and the overall advertising ecosystem in Nepal. By working together to establish common standards and practices, marketers can drive collective growth and innovation.    
 

This article first appeared in the April print issue of Manifest, part of a broader 'Rest of South Asia' feature.