Mumbai: Brandsutra 2.0, a new book on marketing and brand building, brings a practitioner-led perspective from emerging South Asian markets, drawing on real-world experiences from Nepal and comparable economies across the region. Authored by Ujaya Shakya, a seasoned brand marketing professional and entrepreneur, the book reflects insights gained from his work with global clients, network agencies, senior leadership roles, and entrepreneurial ventures.
As the founder of Outreach Nepal, Shakya has navigated diverse marketing disciplines including brand strategy, digital marketing, activations, BTL, rural marketing, media planning, and reputation management. These experiences underpin Brandsutra 2.0’s grounded approach to understanding how brands grow, sustain relevance, sometimes fail, and what marketers can learn from such failures.
Speaking about the book, Ujaya Shakya said, “Rather than offering formulas or shortcuts, Brandsutra 2.0 focuses on long term thinking, cultural context and responsibility. It encourages readers to move beyond campaign execution and adopt a brand custodianship mindset – one that recognizes brands as long term assets built through consistency, intent and trust.”
The book is edited by Prof. Ujjwal K Chowdhury, an education leader and communication expert with over two decades of experience transforming higher education institutions across India, Bangladesh, and other South Asian markets.
As global growth increasingly shifts toward emerging markets, Brandsutra 2.0 addresses a gap in mainstream marketing literature, which has largely been shaped by Western contexts. The book examines brand building in environments characterized by young populations, rising aspirations, rapid change, cultural diversity, infrastructure constraints, and highly value-conscious consumers.
Written primarily for young marketing professionals, business and creative students, entrepreneurs, and brand leaders, Brandsutra 2.0 emphasizes perspective before tactics — encouraging clearer thinking around positioning, relevance, trust, creativity, and long-term brand stewardship in markets where sales-driven pressures often compete with brand-building philosophy. In doing so, the book contributes to a broader global conversation on how brand strategy must evolve as emerging economies play a larger role in shaping the future of marketing.
Currently available in Nepal, Brandsutra 2.0 is relevant to marketers, agency colleagues, and brand leaders working with or studying emerging markets. The book will soon be accessible across other South Asian markets.
