The Business of Belonging: How Nikita Acharya is Building More Than Brands

Nikita Acharya, Founder, UG Cakes, UG Bazar, Urban Girl

Nikita Acharya belongs to a rising class of entrepreneurs building purpose-led, digitally native businesses in emerging markets. She started young, launching Urban Girl as a platform aimed at empowering women consumers, at a time when Nepal’s e-commerce ecosystem was still in its infancy. What followed was not a pivot away from that mission, but an expansion of it translating insight into execution through brands that combine convenience, technology, and community.

That vision took clearer shape with UG Cakes, now a recognised name in Nepal’s online bakery and gifting space, and later UG Bazaar, a pandemic-era marketplace designed to bring small vendors into the digital economy. Across her ventures, Acharya has consistently focused on building not just brands, but ecosystems where inclusivity, employment and access are embedded into the business model itself. In doing so, she represents a broader shift: entrepreneurs who see scale and social impact not as trade-offs but as mutually reinforcing goals.

In this issue of Business 360, Acharya talks about her pick of brands and some insights into what her entrepreneurial journey has taught her.

Top 3 brands for you

Zomato, Mamaearth and UG Cakes because I admire brands that have been built from the ground up and have become household names by truly understanding their customers. 

Zomato stands out for how it evolved and stayed relevant in a highly competitive space. Mamaearth is interesting for how it positioned itself around purpose and scaled rapidly in a crowded market. And UG

Cakes is very personal; it is a brand built from an idea into a brand people trust and celebrate with, which makes it the most meaningful of all.

3 skills that everyone should have

Communication, adaptability and execution. Ideas are everywhere, but execution and the ability to adapt make the real difference

Your role model

I do not believe in a single role model. Entrepreneurship has taught me to learn from multiple people, especially those who have built something from scratch.

Functionality or aesthetics

Functionality first but in businesses like UG Cakes, aesthetics plays a huge role in customer experience, so both need to work together.

Advice to aspiring entrepreneurs

Start small but start. Do not wait for perfect conditions as they rarely exist. Focus on solving a real problem, stay consistent and be ready to do everything yourself in the beginning. Also, understand your numbers early, passion without financial clarity can only take you so far.

Your journey in one word

Resilient. Because building businesses comes with constant challenges and the ability to keep going is what truly defines the journey.

A value that drives your business decisions

Sustainability. Not just environmentally but in terms of people, operations and long-term impact.

Online or offline shopping

Online because of convenience and scale. It is also what I am actively trying to strengthen and make more reliable through my own ventures, so it is not just a preference but it is the space I am building in.

Do advertisements influence your purchase?

They grab attention but I rely more on brand credibility and experience before making a decision.

Top three Google searches

I do not really have fixed top searches. It is usually a mix depending on the day. Often, it is food choices or quick workout routines, and some news and business updates.

The best advice you have received

Someone once shared this quote with me: “There are better starters than me, but I am a strong finisher” by Usain Bolt, and it has stayed with me forever. It really shifted how I look at building things. In entrepreneurship, I have realised it is not about being the fastest to begin. Rather, it is about staying consistent, pushing through and actually finishing what you start.

Favourite food

Desserts, especially anything chocolate-based.

Which startups in Nepal do you think deserve recognition?

Fasto, PetMama and Mastakala.

Fasto stands out for how it has completely redefined convenience in Nepal with ultra-fast delivery (6–10 minutes). It is bold, operationally intense and shows what is possible when execution meets speed at scale. PetMama is doing something very different and niche building services around pet care like grooming, vet support and even services like manicure and pedicure for pets. It is opening up a relatively new category in Nepal and shaping a proper pet care ecosystem. Mastakala is impressive for its customised and thoughtful gifting products. All three stand out because they are building new categories and changing consumer behaviour in their own way.

Is attention bought, earned or borrowed today?

Initially bought or borrowed. But long-term, it has to be earned. That is what builds trust and loyalty.

What does authenticity mean to you?

Being real and consistent, whether it is your brand, your product or your values. People can tell when something is forced.