Mumbai: Brandsutra 2.0, a book on branding and marketing in the South Asian context, has crossed a milestone of 1000 copies in Nepal. The achievement was marked on the occasion of Aama ko Mukha Herne, the traditional Nepali Mother’s Day, in the presence of family, friends and marketing faculty representing leading business schools.
Authored by Ujaya Shakya, a marketing communications professional with over 25 years of experience and founder of Outreach Nepal, Brandsutra 2.0 reflects extensive industry learning. The book aims to bridge the gap between western branding theories and the realities of emerging markets. Building on the foundation of Brandsutra (2015), it offers updated perspectives on evolving consumer behaviour in today’s data-driven, AI-enabled and digital-first ecosystem while emphasising cultural relevance and purpose in modern brand building. Speaking on the occasion, Shakya noted that while the milestone may appear modest, it holds deeper significance within Nepal’s niche branding ecosystem. “In many ways, Brandsutra is not just a book; it is an attempt to give our market its own voice in the branding conversation,” he said.
He further highlighted that as Nepal’s entrepreneurial ecosystem evolves, there is a growing demand for contextually grounded knowledge. “Most branding literature reflects western contexts with limited relevance to markets like Nepal and Emerging South Asia. Brandsutra is an attempt to bridge that gap between textbook thinking and local market truth.”
The event also included a special acknowledgement of the author’s parents, adding a heartfelt dimension to the celebration. Marking the milestone on Mother’s Day reinforced the role of cultural values in shaping both personal and professional journeys.
Brandsutra 2.0 has been well received among marketing professionals, entrepreneurs, and students for its practical approach in simplifying complex branding concepts for local application.
Published by Neema Education Foundation, an organisation with over 30 years of experience in educational content, the book is positioned as a practical guide for practitioners. Speaking on the occasion, Nischal Pradhan shared, “We are pleased to be part of the Brandsutra 2.0 journey which contributes to strengthening professional brand marketing culture in Nepal while supporting entrepreneurship.”
The book is edited by Prof. Ujjwal K. Chowdhury, an education leader and communication expert with extensive academic leadership experience across India, Bangladesh and beyond. The milestone event was part of the BRANDSUTRA 2.0, authored by Ujaya Shakya and published by Neema Education Foundation. The Roadshow BookTalk, was hosted at Himalayan Java and organised by BIZStyle, a business and lifestyle magazine led by students of Little Angels’ College of Management (LACM), Kathmandu University (KU) under the mentorship of marketing faculty Birat Shrestha.
As Nepal’s marketing and communications landscape continues to evolve, initiatives like Brandsutra aim to contribute to building a more locally relevant knowledge ecosystem. The 1000-copy milestone marks an encouraging step in that direction. Shakya expressed gratitude to readers, industry peers and the wider community, noting that the journey of Brandsutra is ongoing driven by a larger purpose of strengthening brand marketing practice in the region.
-Based on Press Release
