WHY DO NEPALIS VALUE FOREIGN BRANDS OVER LOCAL PRODUCTS?

 

In Nepal, the preference for foreign brands over local products has become an increasingly noticeable socio-economic and cultural trend. This phenomenon is not merely a matter of consumer choice; it reflects deeper issues rooted in postcolonial psychology, perceived quality differences, socio-economic status, globalization, and the lack of government support for domestic industries. Understanding why Nepalis often value foreign brands more highly requires exploring both historical mindsets and present market dynamics.

Historically, Nepal’s exposure to globalization came relatively late compared to many other countries. For much of the 20th century, Nepal maintained an isolated economy with minimal foreign trade and influence. However, with the liberalization of the economy in the 1990s, foreign goods and brands began entering the Nepali market more aggressively. This influx coincided with an increased exposure to Western lifestyles, international media, and consumer culture, leading many Nepalis to associate foreign products with modernity, quality, and prestige. The imported goods came not just as commodities but as symbols of global sophistication, while local products were often seen as outdated or inferior (Bista, 1991).

A key reason behind this preference lies in perceived quality. Many Nepali consumers believe that foreign brands offer better durability, design, and reliability. This perception—whether objectively true or not—is reinforced by advertising strategies that emphasize “international standards” and global endorsements. For instance, multinational brands in electronics, cosmetics, and fashion often use global celebrities and polished marketing to appeal to Nepali urban youth, portraying foreign products as superior lifestyle choices (Sharma & Sharma, 2019). In contrast, Nepali local brands often lack the capital, branding expertise, and market reach to compete with the image and visibility that foreign brands enjoy.

Social status and aspiration also play a significant role. In Nepali society, owning foreign goods—whether iPhones, Nike shoes, or imported cars—is commonly linked with upward mobility and urban sophistication. This is especially visible in urban centers like Kathmandu and Pokhara, where consumer culture is heavily shaped by middle-class aspirations and the influence of the global diaspora. The millions of Nepalis who work abroad, particularly in Gulf countries and Malaysia, often return with foreign-branded clothes, gadgets, and accessories, reinforcing the belief that foreign is better (Adhikari, 2020). The practice of gifting foreign items from abroad, called “bideshi saaman,” has further institutionalized the social value of foreign brands over locally produced alternatives.

However, this preference has serious economic and cultural consequences. It leads to a massive trade imbalance, drains foreign currency reserves, and discourages local entrepreneurship. Moreover, local industries struggle to scale due to limited consumer support, making them less competitive in both domestic and export markets. The lack of consistent government policy to promote local industries, weak branding efforts, and insufficient quality control mechanisms further contribute to consumer mistrust in domestic products (Acharya, 2021).

Despite these challenges, there are signs of change. A younger generation of Nepali entrepreneurs is beginning to revive interest in local brands through modern design, ethical sourcing, and digital marketing. Brands like Wild Yak, Bro & Tips, and Danfe Works are examples of how local businesses can combine cultural authenticity with contemporary appeal. However, the uphill battle remains: shifting consumer mindsets shaped over decades by colonial hangover and economic dependency is not easy.

In conclusion, the preference for foreign brands over local products in Nepal is not merely a commercial issue but one intertwined with identity, aspiration, and historical consciousness. For Nepal to achieve economic self-reliance and cultural confidence, both the state and society must invest in building a stronger narrative around local pride and product quality. Educational campaigns, policy support, and consumer awareness will be vital in creating an environment where local products are not only preferred for patriotic reasons but trusted for their value and excellence.