Shakya's Brandsutra 2.0 sells more than 1,000 copies in Nepal

KATHMANDU: 'Brandsutra 2.0', a book on branding and marketing for the South Asian context, has sold more than 1,000 copies in Nepal, the author said on the country’s traditional Mother’s Day, Aama ko Mukha Herne Din.

The milestone was celebrated at a Roadshow BookTalk at Himalayan Java, attended by family, friends and marketing faculty from leading business schools. The event was organised by BIZStyle, a business and lifestyle magazine produced by students of Little Angels’ College of Management (LACM), Kathmandu University (KU), under the mentorship of marketing faculty Birat Shrestha.

Authored by Ujaya Shakya, a marketing communications professional with more than 25 years of experience and founder of Outreach Nepal, 'Brandsutra 2.0' builds on the 2015 original by offering updated perspectives on evolving consumer behaviour in a data-driven, AI-enabled and digital-first environment. The book emphasises cultural relevance and purpose in modern brand building and seeks to adapt Western branding theories to the realities of emerging South Asian markets.

Speaking at the event, Shakya said the 1,000-copy mark, while modest by some measures, carries special meaning for Nepal’s niche branding community. "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.

Shakya added 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," he said.

The celebration included a special acknowledgement of the author’s parents, giving the event a personal and heartfelt dimension. Organisers noted that marking the achievement on Mother’s Day reinforced the role of cultural values in shaping both personal and professional journeys.

Published by Neema Education Foundation, which has more than 30 years of experience in educational content, 'Brandsutra 2.0' has been well received by marketing professionals, entrepreneurs and students for its practical approach to simplifying complex branding concepts for local application. Nischal Pradhan of Neema Education Foundation said, "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."

Edited by Prof Ujjwal K Chowdhury, an education leader and communication expert with academic leadership experience across India and Bangladesh, the book and its milestone were presented as part of ongoing efforts to build a more locally relevant knowledge ecosystem for marketing and communications in Nepal. Shakya expressed gratitude to readers, industry peers and the wider community and said the Brandsutra project remains an ongoing effort to strengthen brand marketing practice across the region.