Conventional media and the advertising industry which sustained Nepal’s free press are being disrupted by competition from the Internet, and the economic slump, and it is now a case of the survival of the nimblest.
Newspapers, radio stations, and television networks are navigating uncharted territory as the digital revolution reshapes how Nepalis consume information and entertainment. Even digital portals that started in the past decade are now in trouble because most follow the same business model as legacy media.&nbsp;
The morning newspaper which used to be the primary source of information to find out what happened yesterday was gradually replaced by evening tv news, FM radio bulletins, and now social media platforms.
Many tech-savvy Nepalis have never even touched a printed newspaper or magazine, and most from the younger generation cannot remember the last time they did so. Traditional print media's readership and advertising income have therefore continued to plummet, thereby undermining its check-and-balance role in Nepal’s democracy.
Read also: <a href="https://www.nepalitimes.com/news/journalism-is-all-about-storytelling-and-money">Journalism is all about storytelling (and money)</a>, Nepali Times
With the ability to simultaneously consume and contribute to news, Facebook, Twitter, Instagram and lately TikTok have emerged as significant disruptors. Social media's real-time functionality has broken down boundaries, democratised information sharing, and amplified the voices of specific groups and individuals. The rise of citizen journalism has also challenged traditional media's authority and gatekeeping function.
Thanks to the growth of streaming services, the television and film industries are no longer constrained by strict timetables. Content on demand is made possible by services like Netflix, Amazon Prime Video, and Hulu, and the ease and low cost of streaming services have transformed customer behaviour.&nbsp;
One of the most significant consequences of the decline of traditional media is faced by the advertising industry dealing with shrinking budgets from brand promoters, and that shrank further after the Supreme Court ban on alcohol advertising in the print media last year.
The prohibition of liquor advertisements has exacerbated the crisis, and left a void in revenue not just for the agencies but also for the media where the ads were placed.
Agencies have shifted a sizable percentage of their advertising budget to digital platforms, and have been compelled by this transition to reconsider conventional strategies to service portfolios to include influencer marketing, social media campaigns, digital marketing, and content development.
Read also: <a href="https://www.nepalitimes.com/news/investigation-introspection-and-investment-in-media">Investigation, introspection, and investment in media</a>, Nepali Times
One advertising agency that has adapted well to the digital ecosystem is Prismark. Its executive director Pankaj Pradhan says, “Data-driven strategies have transformed the way we service clients. The day when advertising was only based on the audience's understanding or intuition and presumption is long gone.”&nbsp;
Agencies are adapting by expanding their services, experimenting with new channels, and looking for customers in non-alcohol areas, including FMCG, healthcare, and technology, to compensate for the income loss.&nbsp;
“We have managed to adapt by focusing not just on selling advertising space but on effectively reaching various audience profiles and segments,” explains Ujaya Shakya of Outreach Nepal. “Our Nepal has a predominantly youthful population, with over 70% of the audience below 35. These young individuals often possess ambitions surpassing our country's opportunities. Many aspire to study or work abroad, and thanks to the internet and media, they now have access to global information and exposure.”
Nepali youth also share a common longing to understand their cultural heritage, identity and a sense of belonging. Therefore, creating campaign ideas that integrate consumer insights with local culture becomes crucial, cutting through the noise to provide meaningful solutions to marketing challenges that hold value for the end consumer, says Shakya, who strives for what he calls “Nepalisation”.
Read also: <a href="https://www.nepalitimes.com/here-now/paradigm-shift-in-nepali-media">Paradigm shift in Nepali media</a>, Shristi Karki
This approach allows Outreach Nepal greater audience engagement and that resonates with their combined desire for global exposure and a connection to their roots. Shakya has managed to thrive by aligning marketing strategy with the aspirations and cultural values of Nepalis.&nbsp;
Since liquor companies were a significant contributor to advertising revenue, the ban also affected creativity, prompting organisations to develop new strategies to address the needs of other sectors of the economy.&nbsp;
But to reach new consumers, the agencies had to change their methods, which necessitated substantial study and adaptation. Nepal does not presently have a policy on surrogate ads in the news format, which makes things complicated for the advertising industry as they look for other options for product placement at events.&nbsp;
If alcohol advertising was banned by the Supreme Court on health grounds, some have said promoting carbonated soft drinks with high sugar content, or even diet drinks that contain cancer-causing aspartame, and junk processed foods should also be restricted.
Read aslo: <a href="http://archive.nepalitimes.com/news.php?id=6267">"Media competition will ensure quality advertising"</a>, Nepali Times
“The blanket ban on alcohol advertising lacks clarity on what constitutes adverse effects and who can determine which products fall under this category,” says Ahimsa Yonjan from TBWA/Benchmark Nepal. “Fizzy drinks have high sugar content and can contribute to obesity, type 2 diabetes, metabolic syndrome, and inflammatory diseases. Is that not a health hazard?”
What would have been better would be specific rules for marketing and product promotion rather than an overall ban. Such laws would strike a compromise, allowing customers the freedom of choice while protecting them from inaccurate or misleading information.
Advertisements exist so businesses can promote their brands, and the revenue from them sustains the media. It is a transparent transaction, since readers, viewers and listeners are all aware of who is promoting what.&nbsp;
Like advertising agencies, advertisers have also changed their brand promotion strategy. For example, Hyundai in Nepal now prioritises online platforms. Says Hyundai’s Sandeep Sharma: “We now focus on digital media to provide comprehensive coverage rather than instant, short-lived updates since our target audience are those with decision-making power within families.”
By synchronising its advertising with feature stories, Hyundai wants to reach a wider audience and ensure its messaging remains relevant over time. Sharma admits that even the older generation is now increasingly relying on Facebook and not newspapers and magazines.&nbsp;
Read also: <a href="https://www.nepalitimes.com/editorial/internet-in-everything">Internet in everything</a>
Hyundai's budget for tv commercials has also gone down in Nepal because its target demographic is no longer watching television. Government tax adjustments in the budget may also harm Hyundai's marketing efforts in the electric vehicle segment.&nbsp;
Ghorahi Cement, on the other hand, has thrived because it has kept up its below-the-line (BTL) advertising intact, demonstrating the resilience of its marketing methods even during difficult economic times. “Our success rests in identifying the distinctive traits of our target market,” says Ghorahi’s Pratik Adhikari. “The people of Nepal continue to build houses when they are ready to do so, contradicting traditional market predictions.”
This realisation led the business to use a marketing approach that heavily relies on sides of buses, cabs, houses and non-traditional media. By posting inscriptions on solar panel lights in Butwal, for example, Ghorahi has supported attempts to preserve wildlife. The company's brand image is further improved by this strategy, which increases awareness and appeals to the ecologically sensitive public.
Despite the growing popularity of digital advertising platforms, therefore, Ghorahi Cement adheres to specific market dynamics and employs tactics that appeal to its target market. This has helped the company establish a market niche.&nbsp;
At a time when internet advertising is king, this is proof of the potency of cutting-edge marketing that transcends business as usual. Hyundai, Ghorahi and others are examples of companies that investigate alternative advertising strategies and customise them to the unique requirements of their target audiences by continuing to prosper in difficult economic times.
Read also: <a href="https://www.nepalitimes.com/news/the-new-news-age">The new news age</a>, Sonia Awale
Jharana Khanal is a student at Kathmandu University School of Law researching the entertainment industry and media in Nepal.

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Drift to digital disrupts media business model

<figure><img src="https://superdesk-pro-c.s3.amazonaws.com/sd-nepalitimes/20221110111120/636cd0ed9c7e80680e08f883jpeg.jpg" alt="" width="1000" height="1500"/><figcaption>Photo: MONIKA DEUPALA</figcaption></figure>The Year of Covid hit economies hard, and none more so than the <a href="http://v" target="_blank" rel="noopener noreferrer">media business which depends mainly on advertising</a>. With sales down and many businesses going belly-up, the media’s main source of revenue dried up as well.When the lockdown went into effect on 24 March, most legacy media in Nepal stopped their print editions. Nepali Times and Himal Khabarpatrika were one of the first to stop printing in early March, and went fully digital. National broadsheets like Nagarik, Kantipur, Kathmandu Post and The Himalayan Times also halted hardcopies, and terminated their other magazines.Among the broadsheets, only Naya Patrika and Annapurna Post continued to print much slimmer versions of their papers, mainly surviving on government notices.However, within ten days Nepal’s largest-circulation newspaper Kantipur resumed printing after it found out that it was losing market share. “We panicked prematurely, and pausing print production was a near-fatal decision,” admits Mahesh Swar, Assistant General Manager at Kantipur Media Group. “We did lose some confidence of our readers, but we have won most of it back. Resuming print was the best decision we made.”Although it was a question of visibility in the market and a presence in the corridors of power in Singha Darbar, <a href="https://www.nepalitimes.com/editorial/media-muzzle/" target="_blank" rel="noopener noreferrer">media</a> as a business has struggled to survive in the past ten months as Nepal’s economy flatlined during the March-July lockdown. The prognosis for 2021 is looking only slightly better.A handful of digital-only portals with lower overheads rode out the crisis, but even they had to cut costs as new sites diluted online readership. Print media found it difficult to get existing companies to switch advertising to their online editions. While page views of their digital editions hit the roof, revenue crashed.Back in April, Shiva Gaunle of the Centre for Investigative Journalism (CIJ) told this paper that <a href="https://www.nepalitimes.com/latest/in-locked-down-nepal-print-is-still-king/" target="_blank" rel="noopener noreferrer">the resumption of hardcopy</a> was prompted by competition, and the fear of losing a paper’s footprint.“It is true digital media has even more reach during the lockdown, but the publishers seem to have decided that not having a printed newspaper has reduced their clout,” Gaunle says. “In that respect, print is still king.”A <a href="https://www.nepalitimes.com/banner/mobile-nepal-is-hooked-on-youtube/" target="_blank" rel="noopener noreferrer">survey earlier this year</a> by Sharecast Initiative showed that only 7% of a nationwide sample regularly read print media, while the proportion of people who got their information from online media had grown, but only to 16% by October.“It has been a challenging year for publishers, but they should keep in mind that the readership has not decreased. It's just that the news sources have shifted to the digital platform,” says Madhu Acharya of Sharecast. He adds that the real reason there are not more readers of print is because publishers have not invested in efficient nationwide distribution. “Most respondents in our survey said they would read newspapers if they could buy them easily.”<a style="font-size: 15px; letter-spacing: 0.01em;" href="https://www.nepalitimes.com/opinion/journalism-is-not-a-crime/" target="_blank" rel="noopener noreferrer">Journalist Namrata Sharma</a> believes that older people prefer a physical newspaper because they are in the habit of reading them with their morning cup of tea. “Newspapers are just much easier to read, the letters and pictures are bigger and they do not have to squint into phones,” she says.https://www.youtube.com/watch?fbclid=IwAR0YfYL0plBNnqDQvITBvW-S4pcOYeQcS2cHoedcDtVArHADUyro3G8y4Tk&amp;v=r6UdpJ-UC_Y&amp;feature=youtu.beThe Sharecast survey shows that the readership of news portals is not much higher, and most people with smartphones use the internet <a href="https://www.nepalitimes.com/review/nepals-new-digital-landscape/" target="_blank" rel="noopener noreferrer">for entertainment, to connect to family and friends and to watch or share video content</a>. Some 80% of respondents in the survey are on Facebook, with the total number of Nepalis with the app at nearly 9 million. YouTube and TikTok are spreading rapidly as well. Three years ago, only 1% used YouTube, that has grown to 57% in 2019.Acharya says print readership can grow if newspapers and magazines are more readily available to subscribers and in news-stands because of greater literacy levels. Print’s advantage is its shelf-life, and the size of images, which has an edge over a mobile phone screen.“Print newspapers are not going to die because it is something physical that stays with you, there are things you can do with design and use of space on the page that is much more powerful than looking at a small screen,” says Amar Gurung, CEO at Himalmedia, which is resuming the print edition of Nepali Times every Friday from 1 January.Even ad agencies feel that print is a more credible source of information for the public, but they say that <a href="https://www.nepalitimes.com/editorial/lockdown-crackdown/" target="_blank" rel="noopener noreferrer">legacy media</a> has to re-invent itself to be more appealing to advertisers and readers."Print publications have a more loyal readership, and they perceive them as more credible than online," says Ujaya Shakya of Outreach Nepal, and author of Brandsutra.He adds that print readers do not usually multitask when they read a magazine or newspaper, making them more receptive to ads in those publications.However, Shakya says the <a href="https://www.nepalitimes.com/here-now/nepalis-are-drifting-to-digital-media/" target="_blank" rel="noopener noreferrer">penetration of digital media is growing</a> faster, and it will gain momentum when it is integrated with print, tv or radio."The biggest challenge for marketers now is the attention span of the digital audience," Shakya adds. "How many times will they click on the banner ad while browsing social media or a site? That is the key question."The print media as it existed 10 years ago is dead. But the content and role of newspapers have changed. Ironically, what appears to have saved print is the proliferation of digital portals, where both news and advertisement tend to be drowned out by the cacophony. To stand out from the crowd, advertisers now prefer a printed paper page.“Print media still helps to create certain level of credibility in communications. With excess noise in digital, and its unregulated content, many people are not sure how much they can trust it. Print provides trust,” says Punam Singh of the Golchha Group which is the distributor of Bajaj motorcycles.It may be a question of time before print is trending again, just as people get tired of digital sound and vinyl record shops are becoming fashionable. Physical newspapers are tactile, their influence is less ephemeral than digital, much like e-books never really took off as people preferred to turn physical pages. The sale of printed books worldwide doubled last year.“A newspaper in your hand is much more real than digital words on a monitor. There is more trust and credibility in a physical paper in this age of fake news,” says Amar Gurung. “Readers of print also tend to read longer articles and are less distracted, whereas online readers prefer shorter items or videos.”This may be the reason why despite the <a href="https://www.nepalitimes.com/editorial/the-message-is-the-medium/" target="_blank" rel="noopener noreferrer">growth of digital readers</a>, many advertisers in Nepal still prefer ads in print. Indeed, across the world there is a return to print advertising by companies who are turned off by the over-saturation of online, and people disabling ads because they feel pursued by algorithms.“Traditional media's major source of revenue has been ads. But now, we have to think out of the box to generate revenues from other sources as well,” says Gurung.To be sure, there are caveats to print. The content and production values have to be of extremely high quality, there has to be visibility and efficient distribution that makes the media brand stand out. In the end it will be the advertisers who have the last word.Says Prasun Timilsina of Karyala Advertising Inc., “For advertisers, it mostly depends on the audience. While products for youth are usually on digital media, it still makes sense to advertise in newspapers because they are tactile and there is greater retention of content that people see in print. A newspaper is also shared by the entire family, as opposed to digital media which is individual.”

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The death of print is exaggerated

<img src="https://superdesk-pro-c.s3.amazonaws.com/sd-nepalitimes/2022110714114/636902ce9c7e80680e037c86jpeg.jpg" alt="" width="1000" height="1014"/>Walk down the aisle of any supermarket in Kathmandu, and there they are arrayed along the shelves: tetrapacks of juice claiming to have the goodness of whole fruits, instant noodles promising to make you more intelligent, chips and cheese balls in flashy foil packing, and fizzy sugar drinks piled high.Read also: <a href="https://www.nepalitimes.com/?p=10611&amp;preview=true" target="_blank" rel="noopener">Living to eat</a>, Aruna UpretySupposedly fortified with iron, vitamins and vital minerals, the attractively packaged processed foods have become symbols of a modern ‘Western’ culture. Families are moving away from agriculture and nutritious traditional foods to an urban lifestyle with its quick on-the-go meals, setting off an alarming rise in chronic diseases.“The majority of our medical problems these days are directly linked to poor diet and lack of information about nutritious food created by false advertising,” asserts public health specialist Aruna Uprety, and <a href="http://archive.nepalitimes.com/article/nation/we-are-what-we-eat-aruna-uprety,3954" target="_blank" rel="noopener">author of a recent book</a> on nutrition. “There is a damaging notion that it is expensive to be healthy because packaged food in fancy wrappings are more nutritious. This is completely false.”The figures say it all. The incidence of anemia among women increased from 36% in 2006 to 41% ten years later. Children with anemia rose from 48% in 2006 to 53% in 2016. Prevalence of hypertension has also increased from 13% of women and 18% men with high blood pressure in 2006 to 17% and 23% respectively ten years later.Recent research has shown that 2.5 million Nepalis suffer from Type 2 diabetes, which is 8.1% of the population. However, the prevalence rate for diabetes in rural areas is only 1%, while it is as high as 14% in some cities where people lack exercise and have <a style="background-color: #ffffff; letter-spacing: 0.01em;" href="http://archive.nepalitimes.com/article/nation/diabetes-in-south-asia,3018" target="_blank" rel="noopener">higher intakes of sugary sodas</a> and processed foods.Health experts say the line between good and bad food is getting blurred because of misleading advertising and promotion, influencing Nepalis subconsciously with claims that fast, junk foods are healthy.The first challenge for regulators is to curb false advertising of junk food, and strictly implement a policy to reduce misinformation and unquestioned consumption. The World Health Organisation (WHO) is especially worried about the exposure to children of such targeted marketing.https://www.youtube.com/watch?v=c-EPzTXSikw&amp;feature=youtu.beIn the absence of strict labelling criteria, nutritionally void products can claim to be enriched with vitamins, minerals, calcium and iron, while conveniently overlooking the fact they are laden with preservatives, emulsifiers, artificial colours and flavours, excess salt, sugar and unhealthy fats.For decades, most industrialised countries have been cracking down on junk food manufacturers and fast food companies. Increased health consciousness in the public has also forced them to use more wholesome raw materials. However, self-regulation by the advertising industry is not working.London is phasing out junk food ads from the city’s public transport network. Mexico, a country with the second highest rate of adult obesity in the world, saw consumption of fizzy drinks drop by 7.6% since a tax on soft drinks was imposed two years ago. Other countries are watching the Mexico experience closely to see the impact on Type 2 diabetes of taxing sugary drinks.The UK has also banned advertisements of a health drink that claimed to make children ‘taller, stronger and sharper’. However, the same company continues to air TV commercials with similar content in South Asia, including Nepal.Nepal has no strict policies or advertising standards to regulate outlandish health claims made by manufacturers of packaged foods, fizzy drinks and franchised fast food outlets. Public awareness of the health impact of sugar consumption is growing in the West with books like The Case Against Sugar, but there is no such campaign in Nepal.Arjun M Bhattarai of the Advertising Association of Nepal says the government has no code of conduct governing marketing of harmful foodstuff, and the industry cannot act until there is. Nepal has followed the international trend in regulating cigarette advertising, but there have not been similar restrictions for alcohol and processed foods.“Advertisements for junk foods should be strictly regulated just like ads for cigarettes,” says nutritionist Sophia Uprety. "Junk food tastes good only because it contains layers of addictive flavour enhancers, which are not good for our health. The traditional Nepali diet is a goldmine of nutrition, we do not need to look anywhere else. Let us not wait for the West to tell us what we already know.”Read also:<a href="https://www.nepalitimes.com/?p=10606&amp;preview=true" target="_blank" rel="noopener">Could Nepali cuisine go global?</a>, Thomas HeatonTraditional Nepali whole foods like buckwheat, barley, corn, millet and a variety of legumes and spices such as turmeric are fresh, organic and wholesome, having medicinal properties. Ironically, however, consumers in Western societies now regard these foods Nepalis are discarding as superfoods, while Nepalis buy junk food that the West has rejected.Read also: <a href="http://archive.nepalitimes.com/regular-columns/GUEST-COLUMN/promoting-nutritious-local-food-for-post-quake-children,524" target="_blank" rel="noopener">Local is best</a>, Aruna UpretySunita Rimal of the Nutrition Rehabilitation Centre which conducts classes for mothers and children about how to make nutritious meals from available ingredients, says wholesome food need not be expensive.“There is a notion now that supermarket food is better and more nutritious, that has to change,” Rimal says.Health food practitioner Sharada Jnawali has sought to revive the popularity of fresh, healthy Nepali dishes with her book, Nepali Home Cooking for Healthy Living. She says: “Eating healthy is not complicated. We can even make common snack items like momos healthier by simply using unprocessed flour, reduce the excess spice in the meat. We can replace instant noodles in chatpate with bean sprouts and beaten rice. The little changes will make all the difference.”

Nepalis binge on junk foods the West rejected...

The monsoon has got bad press because Nepal’s tourism operators actively told visitors to avoid <a href="https://nepalitimes.com/opinion/managing-the-monsoon?%2F">the rainy season</a>. It is time to change that. The reason can be found right here in the vast alpine meadows of Central Nepal where this time of year you can walk on velvet grass of pastures abloom with delicate pink, red and yellow flowers as the mist rolls up the valley. There is no sound except the hum of bumble bees. &nbsp;&nbsp; There are dozens of places across high Nepal called Chaurikharka, which means yak pasture. But this particular Chaurikharka in Rukum East located at an altitude of 4,000m stands out for its serene beauty, rustic charm and bucolic setting. There is just the occasional chime of <a href="https://nepalitimes.com/here-now/when-yaks-go-so-does-culture">yak bells</a> in the distance, and the sharp whistle of herders corralling sheep. &nbsp;&nbsp; The grass shoots are so fragile that one hesitates to step on them, the rounded ridges appear and quickly vanish in waves of mist. With the<a href="https://nepalitimes.com/here-now/before-the-next-monsoon"> arrival of monsoon</a>, these meadows are a soothing shade of green dotted with millions of <a href="https://nepalitimes.com/review/the-anatomy-of-a-flower?%2F=">multi-coloured flowers</a>. Until very recently, it took a week or so to hike up to places like Chaurikharka, but with the expansion of the road network even to these far-flung mountains in the lap of Dhaulagiri, they are much more accessible. It is just a three-hour uphill from the Mid-Hill Highway on the border between Baglung and Rukum East.  <figure> <img src="https://publisher-publish.s3.eu-central-1.amazonaws.com/pb-nepalitimes/swp/asv65r/media/20250802130828_a0b06b494d751b2144ffbbf10894ea64b29e8aed844bc8c66171783abfaf4e16.jpg" data-media-id="editor_4" data-image-id="20250802130828_a0b06b494d751b2144ffbbf10894ea64b29e8aed844bc8c66171783abfaf4e16" data-rendition-name="original" width="2048" height="1365" loading="lazy" alt="Visit Nepal in the monsoon"> </figure>  Purists would say that such easy access devalues the sanctity of these remote high meadows, but it also means more people will be moved to treasure the experience, appreciate <a href="https://nepalitimes.com/banner/natures-fragile-gift-to-nepal">the value of nature </a>so they can take steps to protect it.&nbsp; To be sure, the <a href="https://nepalitimes.com/here-now/deadly-monsoon-in-nepal-turns-deadlier">monsoon season can be challenging for road travel</a>. The roads are rough even at the best of times, and in the monsoon they become muddy and treacherous, often blocked by<a href="https://nepalitimes.com/news/monsoon-deluge-in-nepal"> landslides</a>. But that could be precisely the kind of adventure that the more intrepid visitors crave. Improved road connectivity has already made Chaurikharka and places like Badimallika &nbsp;and other sacred lakes in the mountains of western Nepal popular with domestic tourists. What is driving this traffic is the urge to go to exotic new places and share videos and selfies on social media. Several of Nepal’s travel vloggers have visited Chaurikharka and popularised the place, enticing followers on TikTok or YouTube to retrace their footsteps. But even as they become more popular, these fragile and once-remote places should be protected from over-tourism.&nbsp;  <figure> <img src="https://publisher-publish.s3.eu-central-1.amazonaws.com/pb-nepalitimes/swp/asv65r/media/20250731110736_f97110b7cdc3e7f80d5877690948fc9f4c95a09c583deb23b07355491e6c5446.jpg" data-media-id="editor_8" data-image-id="20250731110736_f97110b7cdc3e7f80d5877690948fc9f4c95a09c583deb23b07355491e6c5446" data-rendition-name="original" width="1083" height="699" loading="lazy" alt="Visit Nepal in the monsoon NT"> </figure>  <h2>INCREASING FOOTFALL</h2> Chaurikharka is located in Bhume Rural Municipality of East Rukum, near the scenic valley of Dhorpatan in Baglung district. Even in the <a href="https://nepalitimes.com/banner/monsoon-culture">middle of the monsoon</a>, there is a steady stream of Nepali hikers trooping to these high pastures – especially during festival days like Saune Sankranti which this year was on 17 July and actually marks the auspicious beginning of the monsoon here. “This year the rains have not been as heavy and there have been some clear mornings when we could see everything from Dhaulagiri to Machapuchre,” says Khageswar Bhandari, who trekked up here from the road. “The flowers, the greenery and the snowy mountain views make this an incredibly unique place.”&nbsp;  <figure> <img src="https://publisher-publish.s3.eu-central-1.amazonaws.com/pb-nepalitimes/swp/asv65r/media/20250802130824_1b9e26f2e9853fdfe69154bb42a7c9ea6da4bf4940efc1da99b304dcfbd7d3d9.jpg" data-media-id="editor_10" data-image-id="20250802130824_1b9e26f2e9853fdfe69154bb42a7c9ea6da4bf4940efc1da99b304dcfbd7d3d9" data-rendition-name="original" width="2048" height="1152" loading="lazy" alt="Visit Nepal in the monsoon"> </figure>  Chaurikharka is worthwhile to get to in any season, but it has a different charm during the monsoon. Word has spread and because it is now easy to get to from Baglung or even Pokhara, people have been flocking here.&nbsp; “Holidays and Saturdays see the largest crowds, with up to 500 visitors every day,” says ward chair Mankaji Pun of Bhume.&nbsp; There was a time not too long ago when local herders brought sheep, goats, cows, buffaloes, horses, and mules to graze here during the monsoon. Although there are still livestock around, animals have been replaced by visitors taking selfies. Read also: <a href="https://nepalitimes.com/here-now/the-monsoon-and-nature-s-arithmetic">The monsoon, and nature’s arithmetic</a>, Tom Robertson Ward Chair Pun says infrastructure development is his main priority. A foot trail to Chaurikharka was built last year by the Tourism Division Office in Kohalpur, but access via the Raniwas-Koipa road section still remains challenging.&nbsp; “If we get more budget, we can improve the road and facilities to make Chaurikharka the main tourist attraction of this region,” says Bhume Municipality Chair Hom Prakash Shrestha. “After that, we hope to promote Chaurikharka as a top tourist spot.”&nbsp; Economic activity is also picking up with the arrival of visitors, but there seems to be a need to manage the makeshift sheds made of corrugated sheets that spoil the beauty of the place. Tea shops and lodges are also available but facilities are basic. Kuldeep Neupane took a three-day trip from Ghorahi in Dang to visit Chaurikharka recently, and says: “This is an ideal trip to make a quick getaway and let nature recharge your mind and body. And it is much more fun with a tent, to watch the sunrise over the Himalaya or the mist blowing in.”

Visit Nepal in the monsoon

Nepal is graduating to become a developing country on 24 November 2026 after half-century in the Least Developed Country (LDC) category. By 2030, the country hopes to transition to middle-income status.&nbsp; Everone from Prime Minister K P Oli have boasted that this is a matter of national pride, and will have a multiplier impact on trade and economy.&nbsp; But will it make any difference to the average Nepali? Not unless improved governance <a href="https://nepalitimes.com/news/why-invest-in-nepal">spurs investment and creates jobs</a>.&nbsp; Countries need to meet at least two of the three criteria in two consecutive triennial reviews to be eligible for graduation from LDC. Nepal has consistently met the thresholds for the Human Assets Index (HAI) and the Economic and Environmental Vulnerability Index (EVI) in 2015, 2018, and 2021. But Nepal was recommended for graduation before meeting the per capita <a href="https://nepalitimes.com/banner/nepals-great-income-divide">Gross National Income (GNI)</a> threshold of $1,306. “A major implication of LDC graduation is the loss of preferential market access available through Generalised System of Preferences (GSP) and other arrangements,” explains economist Sameer Khatiwada. “But over two-thirds of <a href="https://nepalitimes.com/news/nepal-doesnt-produce-its-2-biggest-export-items">Nepal’s exports</a> are to India, and the preferential market access to India is through a bilateral trade agreement. This has nothing to do with our LDC status.”  <figure> <img src="https://publisher-publish.s3.eu-central-1.amazonaws.com/pb-nepalitimes/swp/asv65r/media/20250815060832_f5eabe7628a8cdf84f33b25d7cef3c4dc8913a26d8e5b253ea52a36e176b8a85.jpg" data-media-id="editor_3" data-image-id="20250815060832_f5eabe7628a8cdf84f33b25d7cef3c4dc8913a26d8e5b253ea52a36e176b8a85" data-rendition-name="original" width="640" height="470" loading="lazy" alt="LDC graduation "> </figure>  Furthermore, a provision under the South Asian Free Trade Area (SAFTA) allows Nepal to export to India duty-free if the items are at least 30% value-added. Nepali traders take advantage of this by re-exporting edible oils without meeting that requirement, falsely boosting Nepal’s exports.“ Following graduation from LDC, the value addition threshold might increase to 40%,” says Kalpana Khanal of the Policy Research Institute. “This is supposed to work to our advantage, because on paper value addition inherently means <a href="https://nepalitimes.com/multimedia/staying-home-to-create-jobs">job creation at home</a>.” But Nepal’s exports to other major destinations will face <a href="https://nepalitimes.com/news/nepal-and-the-us-india-tariff-tiff">tariff increases</a> with the graduation. A South Asia Watch on Trade, Economics and Environment (SWATEE) study shows that while tariff increase in the US market is relatively low (see page 5) it is considerably higher in Europe. The International Trade Centre (ITC) in a 2022 study also estimated that graduation could result in a 4.3% decline in Nepal’s projected exports, but this is excluding the impact of changes in ‘rules of origin’ provisions in preference-granting countries such as the UK and Europe.&nbsp; Nepal’s top export to these preference-granting countries is <a href="https://archive.nepalitimes.com/news.php?id=1482">carpets</a>, and will not be impacted, but other items such as textiles and apparel will be heavily affected due to higher cost of production. The impact will felt mostly by small and medium enterprises which represent the largest share of exports to LDC-specific preference-granting countries. As for the service exports, Nepal never really made use of the World Trade Organization’s LDC services waiver anyway, hence the effect will be minimal, if any. There is also concern about Nepal’s graduation at a time when the global economy is topsy-turvy, amidst <a href="https://nepalitimes.com/opinion/turning-point-in-us-india-relations">tariff wars and conflicts</a>. This affects Nepalis abroad directly and may impact <a href="https://nepalitimes.com/news/more-remittance-more-than-remittance">remittances </a>which hit $11 billion in 2024. In comparison, Nepal only received $350 million in foreign loans and grants last year.&nbsp; Tourism arrivals have finally reached pre-pandemic levels, but bad publicity about pollution, poor infrastructure and bureaucratic hurdles hinder further growth. Manufacturing continues to struggle, while hydropower and the IT sector have taken off.&nbsp; “Look at data -- <a href="https://nepalitimes.com/news/tourism-needs-a-new-push">tourism arrivals</a> are up, spending is up, IT exports are up, <a href="https://nepalitimes.com/news/why-nepal-needs-to-restore-ev-tax-subsidy">EV sales </a>are up, Europe still needs 85-90 million skilled workers. We are sitting on $16 billion in cash reserves, our balance of payment, foreign exchange reserve, tax to GDP ratio, credit flow are all positive, we have to build on these factors,” says Sujeev Shakya of the Nepal Economic Forum. He adds: “Our mindset creates negativity to promote rent-seeking behaviour, but this cynicism will go away after 2026 with LDC graduation. We must deal with data, look at trends, and projects which will bring in <a href="https://nepalitimes.com/from-the-nepali-press/why-there-is-no-foreign-investment-in-nepal">international investments</a>.” Khanal agrees that investment is not dependent on<a href="https://archive.nepalitimes.com/regular-columns/backside/Nepal-not-the-least-developed-country,306"> LDC status</a>. The factors that that affect investment are policy stability, a strong legal framework, market potential and ease of doing business. She adds, “That is where our focus needs to be, and we need to retain <a href="https://nepalitimes.com/diaspora-diaries/migrant-worker-returns-to-create-work-at-home?fbclid=IwAR09xJfsClCwn8uRVAmz28CU658vdKpuyDwB_b1sNlvKtAFFnSldnA0JS2g">Nepalis with jobs at home</a> for our sustained growth.” After 2026, financing support from donors and aid agencies could be affected and Nepal will no longer be able to access Least Developed Countries Fund (LDCF) to adapt to the impacts of climate change. But the Global Environment Fund and Green Climate Fund will still be available.“ LDC status does not determine bilateral development aid, that is usually driven by broader <a href="https://nepalitimes.com/here-now/looking-beyond-two-boulders">geopolitical considerations</a>,” says Sameer Khatiwada. “The World Bank and Asian Development Bank, which provide concessional loans to Nepal, it is determined mainly by per capita income, not LDC status.” &nbsp;However, Nepal may lose some concessional terms for loans. Nepal is currently a lower-middle-income country as per the World Bank in the bracket for GNI between $1,036 and $4,045. The country is already receiving more loans than grants and in July the World Bank increased its interest rate on loans by 100% from 0.75 to 1.5%. “All this means that the impact of LDC graduation for Nepal might not be as earth-shattering as some tend to think. Countries that have recently graduated, such as Botswana and the Maldives, have shows that graduation is just a step in a country’s development path,” says Khatiwada. Sujeev Shakya also sees the glass as half full, explaining that LDC graduation is just a stepping stone if Nepal has the right policies in place. He adds, “Nepal’s biggest advantage is our<a href="https://nepalitimes.com/opinion/investing-in-people"> working age population</a> and we have investments coming in. These aided by how adaptive we are as a society are the very foundations on which Nepal will grow.”

Not poor, but not rich

Two weeks ago, Prime Minister KP Sharma Oli announced jubilantly on social media that Nepal had achieved a historic annual growth of 81.8% in exports. He was right. Nepal’s trade did take a great leap forward compared to last year. But the dramatic rise was mainly due to processed soya bean oil.&nbsp; However, Nepal does not produce the edible oil it exports. In fact, the soya and palm oil that make up 44% of total exports are imported from Southeast Asia and South America, and simply re-exported, mostly to India.&nbsp; Under the SAFTA (South Asian Free Trade Area) Agreement, Nepal can export products to India duty-free if it has at least 30% value-added. Nepal’s traders have taken advantage of SAFTA even though the edible oils they export do not reach that value addition threshold. “The 30% value addition requirement is often only on paper,” says former commerce secretary Purushottam Ojha. “It is clear that simply packaging edible oils in Nepal does not fulfil the terms of the trade agreement.” Prime Minister Oli is aware of this, and even called Nepal’s export figures “fake” at an earlier event. The government is relying on other iffy figures to suggest that Nepal’s economy is strong and getting stronger. For example, the value of imports rose by 13.25% in 2024-25 compared to the previous fiscal year.&nbsp; Some of it was due to a jump in electric vehicle imports worth Rs 31.76 billion, but mostly it was because more wholesale soya oil was imported to be re-packaged and sold in India. The very fact that the government boasts about increased imports is an indication of how much it relies on taxing them for revenue. Touting such trade figures cannot be the basis to claim an economic rebound.&nbsp; “A jump in the value of imports can be interpreted as an increase in purchasing power, but it is not evidence of a stronger economy,” says economist Keshav Acharya. “Even though imports have increased, Nepal's domestic production and productive capacity have not improved.” Nepal Rastra Bank's semi-annual economic activity study report shows that industrial production was down in the first six months of the last fiscal year. This despite an increase in the number of new industries registered and investment commitments. Out of the Rs70.2 billion proposed foreign investment, Nepal received only Rs17.9 billion last year.&nbsp; Meanwhile, the rate of capital formation was limited to 24% last year, which is lower than the year before, suggesting that new investment, job creation and economic expansion all declined. If domestic production does not improve in relation to this year’s inflated trade figures, the outflow will put pressure on foreign exchange reserves like it did three years ago. At that time, Nepal borrowed from the IMF under its Extended Credit Facility Program to kickstart the economy.&nbsp;  <figure> <img src="https://publisher-publish.s3.eu-central-1.amazonaws.com/pb-nepalitimes/swp/asv65r/media/2025080710084_2cdaaa5795828c4a7de93a0604ba884ef0a8b8f24cccd939f6c24e279ab6058f.jpg" data-media-id="editor_0" data-image-id="2025080710084_2cdaaa5795828c4a7de93a0604ba884ef0a8b8f24cccd939f6c24e279ab6058f" data-rendition-name="original" width="1633" height="723" loading="lazy" alt="Nepal's bubble economy NT"> <figcaption>Source: NEPAL RASTRA BANK</figcaption> </figure>  The macroeconomy is on firm footing with foreign exchange reserves at a comfortable Rs2,520 billion in May, up 23% from last year. This was largely due to remittances, and partly due to a falling NPR exchange rate. Real estate transactions and the stock market index have also been climbing as a result of government policies to revive the sector.&nbsp; However, former executive director of Nepal Rastra Bank Nar Bahadur Thapa cautions: “This is not organic growth, it is the result of deliberate policy decisions to relax rules on real estate and stock markets transactions.” In reality, the sharp rise in land prices have increased the cost of production, and excessive monetisation of the real estate has become the main source of Nepal’s economic woes. The central bank has announced a slew of new policies, shifting the terms of loan repayment for industrialists and entrepreneurs, reducing interest rates, and injecting more working capital — all designed to inject adrenaline into the real estate and stock market sectors.&nbsp; When he was governor, Mahaprasad Adhikari made several financial reforms during the latter half of his tenure to stimulate the economy, including tightening credit flow.&nbsp; By the last fiscal year, additional financial reforms had resulted in a credit expansion rate of around 8%. As the pace of credit expansion slows, real estate prices have started to fall. This is actually beneficial to the economy, because it lays the foundation for improvements in land-related entrepreneurship, production, and the construction sector. Just because real estate and the stock market transactions increase, it does not indicate an economic turnaround — especially when manufacturing and productive sector continues to languish.&nbsp; “It is foolish to believe that real estate and the stock market have magically revived our economy. Agriculture employs more than half of the population, but it is in decline. Investment in the productive sector has not increased, and job creation has not increased.” Two years ago, Nepal’s industrialists, business leaders, and political leadership predicted a recession amidst a sluggish business, declining market demand, large-scale job loss, and a shrinking real estate and share market.&nbsp; Still, the economy grew by 3.36% in fiscal year 2023/24. In fact, Nepal’s economy has grown nominally over the last two decades even when all sectors of the economy are in decline.&nbsp; Says Keshav Acharya: “The growth in trade, real estate, and the stock market are bubbles. The real economy remains stagnant.”

Nepal’s bubble economy

The final investigation report on the crash of a Saurya Airlines jet on 24 July 2024 at Kathmandu airport has revealed flaws in the carrier’s technical operation procedures, poor monitoring by the Civil Aviation Authority of Nepal (CAAN) and gaps in the airport’s emergency response. Eighteen people including a child were killed, and only the captain survived as the plane plunged seconds after takeoff, crashing within the airport perimeter. This was the latest in a series of aircraft accidents in previous years, and further tarnished Nepal’s already poor aviation safety record and contributed to the country being retained in the EU’s air safety list. &nbsp;&nbsp;&nbsp; The circumstances in the Saurya crash were different from the Yeti Airlines crash in Pokhara in January 2022 that killed all 72 on board, and two Tara Air crashes in February 2016 and May 2022 on approach to Jomsom that together claimed 45 lives. However, all four tragedies were a result of negligence of carriers and crew, failure to follow procedures, regulatory slackness, and overconfidence. The Saurya crash, especially, was a glaring example of how an ailing airline broke its own rules to allow passengers, including non-employees, a joy ride to Pokhara on a maintenance ferry flight. CRASH REPORT The Final Investigation Report prepared by the Aircraft Accident Investigation Commission and released on the first anniversary of the crash last week carried a long list of rules that were ignored or broken, and of regulatory failure. The first mistake was to cram spares, tools and inflammable chemicals needed for the aircraft’s C-Check in Pokhara into the cargo hold flouting its own ground handling procedures.&nbsp; There was no check-in of passengers, some of whom were not even employees – even though regulations say only flight and maintenance crew should be on board a maintenance positioning flight. Many brought their own luggage into the plane and stored it unsecured in the cabin. There was no flight attendant to give a safety briefing to passengers. The load and trim charts given to the flight crew were rough estimates, and the total takeoff weight of the plane was 18,300kg plus or minus 200 kg. That would still have been all right, but there was a glaring mistake in the speedchart Saurya pilots were using to calculate the minimum takeoff speed (known as VR), and it had been wrong ever since the 21-year-old aircraft entered service with the airline in 2017. FAULTY DATA&nbsp; The Commission probed Flight Data Recorder inputs from previous takeoffs of the Canadian-built CRJ200-LR in 2023-2024 and found that the undetected error in the speedchart had caused the plane to pitch up at an abnormal rotation rate at least 18 times on previous takeoffs.&nbsp; Any rotation rate more than 3°/sec is regarded as unusual. But on at least two occasions, this aircraft with tail number 9N-AME had rotation rates of 5.8°/sec and 5.5°/sec, the second one was when the pilot who survived was flying in March 2024.&nbsp; On this particular day, the plane’s rotation rate was 6.5°/sec, causing it to go into a deep stall soon after takeoff, the Commission report said. Essentially, the plane was not flying fast enough down the runway to take off safely.&nbsp; It is not yet clear whether excess weight, unsecured luggage, wrong centre of gravity were also factors, but relying on a faulty speedchart for the given takeoff weight, the captain flying pulled back on the yoke before the plane had reached takeoff speed and at a pitch angle that was too steep. The investigation report says the plane then went into a deep stall and started banking right with the stick shaking. At this point, the flight officer on the right hand seat is heard on the cockpit voice recorder saying: “Whoa, whoa, whoa. Sir, Sir, Sir…” It then banked left before the pilot flying turned the plane sharply to the right again in an evasive action to avoid the parking aprons of the international and domestic terminals. Had he not done so, there would have been a disaster of a much greater magnitude at Kathmandu airport that day. The plane scraped the runway with its right wingtip, collided with a container having helicopter spare parts, and plunged into a gully east of the runway, exploding in a fireball. The investigation also noted that the impact forces seemed to be survivable for some occupants. The fire trucks took unnecessarily long to reach the site even though it was inside the airport perimeter. The absence of an ICAO-standard runway strip, inadequate rescue drills, lack of training, and a blocked emergency service gate leading to the crash site were cited as other factors. &nbsp;&nbsp; <h2>Timestamp of a Disaster</h2>  <figure> <img src="https://publisher-publish.s3.eu-central-1.amazonaws.com/pb-nepalitimes/swp/asv65r/media/20250731110724_39cdd04693994ce6e55a5b302905c0fa4884fe85bed21ff0779bb1439f3a5725.jpg" data-media-id="editor_0" data-image-id="20250731110724_39cdd04693994ce6e55a5b302905c0fa4884fe85bed21ff0779bb1439f3a5725" data-rendition-name="original" width="778" height="826" loading="lazy" alt="Flouting rules caused Saurya tragedy NT"> </figure>  11:10:34 - The Saurya Airlines CRJ200 on the takeoff roll from runway 02. It had a takeoff weight of about 18,300kg, but the pilot’s speedcard had a previously undetected mistake about the minimum takeoff speed. 11:10:55 -The plane with tail number 9N-AME goes into deep stall soon after takeoff because it does not have enough speed to lift its weight. The plane also has an abnormally steep nose-up attitude.&nbsp; 11:11:03 - Without enough speed to generate lift, the plane banks right, then left and right again in CCTV photos taken from the domestic apron (below). If it had not banked right, it could have hit the aprons and terminal buildings. Seen parked is Saurya’s other CRJ200 with tail number 9N-ANM.&nbsp;  <figure> <img src="https://publisher-publish.s3.eu-central-1.amazonaws.com/pb-nepalitimes/swp/asv65r/media/20250731110732_608132f7225c649125cca2691dd6a6bf930984c5b359e888d7ad9e5eacce3afd.jpg" data-media-id="editor_1" data-image-id="20250731110732_608132f7225c649125cca2691dd6a6bf930984c5b359e888d7ad9e5eacce3afd" data-rendition-name="original" width="770" height="555" loading="lazy" alt="Flouting rules caused Saurya tragedy NT"> </figure>  11:11:08 - The plane scrapes the runway with its right wingtip, and falls into the gully. The captain is thrown off the left side of the cockpit and survives. 11:11:15: Plane explodes in a fireball inside the airport perimeter. Firefighters take time to reach the site because of lack of access road and a blocked gate. Read the full investigation report <a href="https://www.tourism.gov.np/files/9N-AME%20AIC%20Final%20Report.pdf">here</a>.