With the festive season just around the corner, it’s vital for brand marketers to remember that Nepal boasts an astonishing array of over 100 diverse ethnic groups, each with its unique language and traditions. This rich tapestry of cultures extends from the bustling streets of Kathmandu to the tranquil mountains and hills and the flat terai (lowlands) bordering India, where cross-border influences thrive due to a porous border shared by the two countries.
For brands looking to engage with the Nepali consumer, grasping and celebrating this cultural diversity is of paramount importance. Culture forms the very heartbeat of our society and serves as the cornerstone for forging emotional connections.
Nepal is a land of festivals, with almost every month playing host to two to three significant celebrations, each representing various ethnic groups, cultures, and geographical locations. From the vibrant Indra Jatra to the serene Chhat Parva, these festivals are deeply ingrained in the hearts of the people and present an excellent opportunity for brand activations.
The most noteworthy festivals fall between August and November, including Janai Purnima, Gai Jatra, Mantya, Teej, Indra Jatra, Dashain, Deepawali (Tihar), and Chhat Parva. This period is closely followed by a bustling wedding season, making it a crucial time for personal care and FMCG brands. However, these festivals are often region-specific or tied to particular ethnic groups, underscoring the need for focused brand campaigns.
Understanding the intricacies of these festivals is paramount, and a deep dive into their unique customs and significance is essential to authentically connect with consumers. For instance, Gai Jatra is primarily celebrated in the Kathmandu valley cities, while Mantya is confined to Lalitpur within the same valley. Teej is a celebration dedicated to women, while Indra Jatra is considered a cultural gem in Kathmandu. Both Dashain and Deepawali (Tihar) are celebrated nationwide, cutting across various ethnic groups and religions, reflecting the rich diversity of Nepali culture. Chhat Parva holds immense importance for the people in the terai region.
Nepal’s youth, constituting over 72% of the population with a median age of 23, represents a vital demographic for brand marketers. They are increasingly seeking a balance between their global aspirations and a profound connection to their cultural roots while navigating their identity in a globalized world. Brands should recognize this evolving cultural sensitivity among the youth and actively participate in cultural events like “Jatras” while remaining open to globalization.
This is a notable shift from previous generations, such as Generation X, who embraced Western rock and hippie culture, a trend that gained popularity in Kathmandu with flower children visiting Nepal from around the world.
However, it’s now more critical for brands to delve deeper into these cultural nuances rather than adopting a superficial approach. While some cultural practices may appear similar across South Asian regions, overlooking the subtle distinctions can lead to misunderstandings. Consider, for example, the festival of Dashain, which shares similarities with Dussehra in India. Despite the common theme of the victory of good over evil and the worship of Goddess Durga, the celebrations in Kolkata and Nepal are distinct in their participation and customs. In Kolkata, Dussehra is celebrated with grand pandals, massive processions, and a culture that encourages large gatherings. In contrast, during Dashain in Nepal, the focus is on intimate family affairs where people seek blessings from the elderly within their homes. The cities, including Kathmandu, become notably quieter and family-centric during this time.
For brand marketers, comprehending Nepal’s diverse culture is not just an option; it’s a necessity for creating meaningful connections with consumers and running campaigns that resonate in the long term.
– By Charu Joshi