Brand identity to create strong presence for Nepalese products in niche markets


Kathmandu, 30 January 2012. With the increasing economic integration of the world brought about by globalization, it is crucial that Nepal should define and sustain its competitive advantage in various products bound for foreign markets. Advantage in the use of natural materials unique to Nepal coupled with available cheap labor and indigenous designs along with modern marketing practices could use added thrust to its export drive.

 This was the gist of the recent training program on marketing held in Kathmandu, Nepal for business owners, manufacturers export consolidators, suppliers and aspiring or would-be entrepreneurs, particularly Nepalese women. Organized by WINNER-Nepal in coordination with Handicraft Design and Development Center (Handecen), Federation of Handicraft Associations of Nepal (FHAN) and the Women Entrepreneurship Development Committee of the Federation of Nepalese Chambers of Commerce and Industry (FNCCI), the program focused on further consolidating the presence of Nepalese products in the overseas niche markets which have significant demand for such products as crafts, arts, pashmina, lokta paper, silver jewelry and similar fashion items.

According to WINNER-Nepal Director, Ms. Nibedita Shrestha, “Nepal producers need to create a national identity for its products, particularly a distinctive brand that meets the criteria of quality, unique Nepalese designs, reliability and compliance with good manufacturing practices expected by importing countries. Further, as Nepalese products now cater to niche markets abroad, the brand identity will significantly contribute to its strength as competitively produced, designed and priced products.”

“A united and single identity serves the purpose of creating a strong presence for Nepalese products in the European markets, highlighting the originality of product design and craftsmanship unique to Nepalese artisans and crafts makers,” she said.

One of the main resource persons of the training program was Mr. Klaus-Peter Bergman, a marketing expert from Germany. He covered the topics on introducing Nepalese products to the European market through business fairs and product exhibitions.

Mr. Bergman advised the participants to pay close attention to preparation for fair participation by selecting the best and new product line, informing target buyers in advance by e-mail and other means of communication and making available product catalog for items to be exhibited at the fair

 He also urged the Nepalese producers to highlight in their products the unique selling prepositions such as the producers’ affiliation with Fair Trade, compliance with eco-friendly marks and similar quality standards that create advantage for the Nepalese products over other products from other countries.

 “With national branding, product identity and right marketing strategy, Nepalese products will stand a good chance of meeting the competition challenge in the export market, particularly in Europe, as well as creating lasting relationship with buyers, wholesalers and retailers in Europe,” WINNER-Nepal Director Shrestha said

Some of the women entrepreneurs from the WINNER-Nepal network who shared their success stories include: Ms. Darshana Shrestha of Nature Nepal (vegetable oil-based soaps); Ms. Sitara Rajbhandrai of Home Spices (organic spices); Ms. Sharada Rijal, producer of textile-based items; Ms. Sulochana Gosai and Ms. Junu Shrestha, both exporters of lokta paper products. The other women entrepreneurs represent the sectors on silver jewelry, metal crafts and pashmina.