Running head: SYANGJA’S MARKETABLE ENTITIES 1

Syangja’s Marketable Entities

Kushal Man Shrestha

AGM 704: Rural Marketing

November 6, 2019

Sir Sanam Chitrakar

Westcliff University
SYANGJA’S MARKETABLE ENTITIES 2

Abstract

For a developing country as Nepal, rural marketing is considered to be really important. Most

of the areas of Nepal has been considered rural area, where most of the people are deprived of

basic facilities such as transport facilities, safe drinking water facilities, and electricity facilities

and so on. The importance of rural marketing in context of Nepal has been listed. As assigned

in our PA 1, Syangja has been taken as a rural district, which was affected by the earthquake

of 2016. The major three marketable entities of Syangja as per the desk review are coffee,

hydroelectricity, and tourism sector. These three sectors will enhance the rural marketing for

the district, Syangja

Keywords: Rural, marketing, Syangja, development

SYANGJA’S MARKETABLE ENTITIES 3

Introduction

Rural Marketing:

In a country, where development is a phase in which it is going through, rural

marketing can be a vital matter to deal with. It is the process of taking a place, where basic

facilities and infrastructures are in scarce and developing the place through promoting the

rural market and exposing them to raise the sustainable living of the rural people. In short, it

can be known as a process to deliver a better standard of living and quality of life to the rural

environment (Rao & Tagat, 1985). According to Ghouse and Suhail (2013), it is crucial that

the needs of the rural market be identified and deliver the products that have been tailored as

per the needs.

Rural marketing holds a major responsibility of delivering a better lifestyle to the

rural people who are unable to reach out to the facilities as provided in the urban areas This

responsibility needs to be fulfilled in order to close the gap between the rural and the urban

areas (Modi, 2009). We can see the widening disparity between the urban areas and the rural

areas, which is of real concern as per (Vaswani, Aithal, Pradhan, & Sridhar, 2005). The

differences should be minimized for a better development in a nation. According to Ghouse

and Suhail (2013), it is crucial that the needs of the rural market be identified and deliver the

products that have been tailored as per the needs.

Importance of Rural Marketing in Nepal:

Nepal, being a developing country where most of the parts are still deprived of

various proper facilities such as road facilities, water facilities etc. and where they are

considered rural areas, should focus on rural marketing as it holds a big importance. Most of

the small enterprises in rural areas of Nepal are engaged in agribusinesses (Greyson, 2018).
The products produced in these small enterprises are produced in a small scale which gets

access to a limited market only.

However, the rural market is growing through several years and is on the verge of

development (Gosavi & Samudre, 2016). The main reason to this development, as learned in

the class, is the availability of information through various communication mediums, such as

television, radio, internet, and so on (Sagi, 2011).

Since, major population of any country determines the success or failure of any product

or service the importance of 'Rural Marketing' should not be underestimated (Gupta, 2012).

Following are the importance of rural marketing in Nepal:

1. Development of Agribusinesses

2. Employment Generation

3. Economic Growth

4. Optimum Utilization of Resources

5. Improvement in the Standard of Life

6. Development of Infrastructures in Rural Areas

Syangja:

Syangja is a beautiful district of Nepal that lies in the Gandaki Pradesh, having an

area of 1,164km, and the population of 289,148. The people living in this district consists of

varieties of ethnicities, where major ones are Brahmin, Chettri, Magar, and Gurung. The

district is connected to two of the major cities of the Western Nepal, i.e. Pokhara and

Bhairawaha by the Siddhartha Highway, which was named after Lord Buddha.

According to Gurung (2018), Syangja is a place that is blessed with natural beauty

and cultural heritages, that puts the place on a good spot for tourists. There lies few
marketable entities of Syangja that highlights the district as per my desk review. They are as

follows:

1. Hydroelectricity:

Syangja consists of the Nepal’s largest hydroelectric project, which is named

‘Kaligandaki A Hydroelectric Power Station’. The project has been able to install

144 MW capacity. There are other hydroelectricity projects being carried in

Syangja such as Aadhikhola hydroelectric project. Due to the various

hydroelectric projects being carried in this district, Syangja had faced lesser load

shedding problem during the old days.

2. Tourist Destinations:

As blessed with various natural beauty and the cultural heritages, Syangja is

regarded as a great tourist destination and carries great potential. There lies places

with religious importance and many people from different places, and even

countries, come to visit the district. Various viewpoints and river such as

Aandhikhola has made the district even more beautiful to visit. The major places

that carries historical interests, and natural beauty are as follows:

a. Satahun Chandi

b. Bhirkot Durbar

c. Sworek Mahapur Maidan

d. Sirubari

e. Nuwakot Durbar

f. Chandima Devi Temple

g. Suntalibari

h. Garhausur

i. Aalamdevi
 3. Coffee:

Himalayan News Service (2017) has stated that 28% of the GDP has been

contributed by agriculture sector which is still low as per the capability of the

nation. Approximately 25% of the entire Nepalese land is suitable for coffee

production which is one of the highly exported crops to Japan, Holland and other

European countries. This means, around 1.2 million hectares of land in the

country is suitable for coffee cultivation, with 820,364 hectares moderately

suitable, 402,646 hectares suitable, and 61,228 hectares highly suitable for coffee

cultivation. More than 27,000 households are involved in coffee farming in 42

districts of the country. One of the districts that is suitable for coffee farming, is

Syangja.

Coming to Syangja, there are 708 coffee farms and lies among the top three

districts which involves commercial coffee farming in Nepal (SERVICE, 2019).

Around 94.1 hectares of land is utilized for coffee farming in the district. The

district is considered as a land for coffee and the climatic condition suits the

product as well.

Conclusion:

Rural marketing plays a vital role not only for the rural area development, but the

development of entire nation. It encourages economic growth, employment generation,

income flow, infrastructure development and so on. Syangja, being a district affected by the

earthquake in 2016, has risen up to a development phase. Various marketable entities lies in

the beautiful nature place of Nepal. Coffee, hydroelectricity, and tourism are the three very

famous sectors of Syangja that can assist the district to develop.

SYANGJA’S MARKETABLE ENTITIES 7

References

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