- Suchana Mishra

The traditional art of pickle-making is not only empowering local women, but is also giving the country an important export commodity.

Although not among the products listed in the Nepal Trade Integration Strategy (NTIS) 2023, pickles have emerged as one of the fastest-growing products in the country's export basket over the past few years. The latest data from the Department of Customs shows pickle exports from Nepal surged 60.95% over the first eight months of fiscal year 2023/24.

Known locally as 'achar,' Nepali pickles are more than just condiments; they are an integral part of the nation's culinary heritage and a gateway to its rich food culture. Rooted in centuries-old practices, this culinary art form preserves seasonal fruits and vegetables, allowing them to be enjoyed year-round. The fact that some pickle varieties can be consumed even after three or four years is a testament to this culinary richness.

Until a few years ago, the art of pickle-making was limited to households. In recent years, however, some enterprising people have carved a space for Nepali pickles in a market largely monopolised by foreign brands, offering products in different tastes and varieties. The surge in demand has spurred the entry of small and medium-sized enterprises into the pickle industry. The industry is expanding at a healthy pace, thanks to the potential for profitability with relatively modest investments.

Today, Nepali pickles have transcended their traditional household roots and are readily available in a range of establishments, from corner groceries to department stores, and even gracing the buffets of luxurious five-star hotels. Moreover, thanks to the ever-expanding Nepali diaspora, these pickles are finding their way into international markets as well. Enterprising housewives, foreign returnees and new entrepreneurs have breathed fresh energy and innovation into the seemingly overlooked homemade pickle business.

Data released by the Department of Customs shows that the export of Nepali pickles is increasing at a healthy rate, particularly to countries with sizable Nepali diaspora. The department first started recording data of pickle trade in 2019/20 after seeing a notable surge in both quantity and value. In 2020/21, Nepal exported 11.04 tonnes of pickles valued at Rs 3.92 million. These exports primarily reached destinations such as Australia, Belgium, Canada, Hong Kong, Italy, Japan, South Korea, the United Kingdom and the United States.

Pickle exports grew over five-fold to 59.98 tonnes valued at Rs 38.66 million in 2021/22. The growth continued in 2022/23 when the country exported 161 tonnes of pickles worth Rs 109.84 million to different international markets.

People involved in the industry attribute this surge in demand to the expanding Nepali diaspora abroad. For Nepalis residing overseas, these pickles serve as more than just a delightful indulgence; they serve as a connection to their homeland, evoking memories of childhood, gatherings and festive occasions. A bite of Nepali pickle, with its blend of spicy, tangy and sour flavours, transports them to the familiar sights and sounds of home, even when they are far away.

For centuries, Nepali women have taken pride in their culinary skills of preparing delectable appetisers. However, only a handful have ventured to transform their passion into successful business endeavours. Hajuri Bista is among these few courageous women. In the early 1990s, she came across an advertisement in the newspaper from the WEAN Cooperative, calling for applications from women for a training program aimed at empowering them by supporting the launch of businesses and marketing of homemade goods. Bista enrolled in a food processing and preservation training program, where she mastered the art of making pickles using ingredients like garlic, ginger, fish, and meat. The training helped her establish her venture 'Navaras,' which translates to 'nine emotions' in English. This is possibly the first effort of commercialising the Nepali art of making pickles.

Today, various homemade pickle brands like Desana, Kitchen Recipe, Achar Freak, Amako Achar, Ghar Ko Achar, and Anjana Ko Achar, among others, are not only thriving in their business ventures but also supporting women's empowerment. Desana, for example, has provided training and equipment to 15 different women who prepare pickles for the company in their home kitchens. Sangita Pandey, the founder of Amako Achar, even persuaded her son, who had reached Australia in search of work, to return to Nepal after successfully establishing her venture in Nepal. Here, we profile some of the Nepali pickle brands that have carved a niche for themselves and achieved success in the market. 

Kitchen Recipe

Kratu Raj Pandey shared with New Business Age how he was inspired by his mother-in-law Hajuri Bista’s 25-year expertise at Navaras to start a new brand - Kitchen Recipe. The venture initially began as an experiment, motivated by a desire to combine tradition with modernity, he added Choosing Bhat-Bhateni Supermarket as their first retail outlet, Pandey and his team embarked on their journey with cautious optimism and strategic decision-making. This decision not only served as a proving ground for their products but also paved the way for future growth and expansion. Today, the Kitchen Recipe brand has expanded from a budding enterprise to a thriving business.

Kitchen Recipe offers handcrafted, hygienic pickles with the true taste of Nepal. Pandey and his team wanted customers, particularly those residing abroad, to be able to enjoy pickles with authentic Nepali flavours. “Initially, we made pickles in small batches of eight or nine jars. We offered these for free at Achar Ghar Restaurant to let people taste them. This was our first phase of advertising. Fortunately, people really enjoyed the taste, and that's how our Kitchen Recipe brand began to gain recognition in the market," said Pandey. "Our current marketing strategy includes word of mouth publicity, social media marketing and participation in exhibitions."

The brand, however, encountered challenges early on, especially with pricing. According to Pandey, some customers felt that prices were too high for the Nepali market. “But as customers gradually sampled our pickles, they developed trust and began to understand the reasons behind our pricing. The price gradually became less concerning," Pandey added. Although Pandey said he has no idea about initial investment in the company since it started out of their kitchen, he added that the company’s turnover was Rs 50-60 million in the previous fiscal year. A team of over 20 female home-based workers has been making pickles for Kitchen Recipe. “Despite persistent reservations about women's commercial abilities, Kitchen Recipe continues to prosper, defying conventional wisdom and demonstrating the enormous potential of female-led businesses,” he added.

According to Pandey, Kitchen Recipe aspires to become a premium women-powered pickle brand that graces every dining table in Nepal every day. Their goal is to become a leading manufacturer of high-quality Nepali pickles, catering to a global audience, he added. 

Achar Freak 

Kripa Basnet, who hails from Udayapur in eastern Nepal, grew up amid mango orchards. The local community also grew different other seasonal fruits. Realising that local farmers were not getting fair prices for their produce, Kripa decided two years ago to start a pickle business. She shared her concept with mango farmers in nearby villages and brought local women on board.

A student of anthropology, Kripa was always eager to help others. Before founding Achar Freak, she worked for several organisations working in the field of women's empowerment. She supervised women in those organisations to help them get jobs. Through these engagements, she came to know about different issues that women confront in society. She formally registered her venture in February 2022 in Saptari district. "The word 'Freak' means passionate. I chose it as my brand name to appeal to younger shoppers," she said. "My strategy was straightforward: increase pickle sales and promote local women. Pickle-making is a skill that most women excel at. I also wanted to preserve the traditional method."

Achar Freak's pickles come in an attractive package, which gives it an edge in the competitive market. Kripa's pickles use hand-processed spices, which are considered beneficial to health. Kripa started her venture with just Rs 300,000. The company has grown by leaps and bounds and has received excellent reviews. She has plans to expand her business into other markets and integrate it into social entrepreneurship.

"Many women are now earning money by preparing pickles. Achar Freak is more than just a business; it is also a social venture. I intend to broaden this impact further in the coming days," she added. Kripa sees many opportunities for business in Nepal. "The secret to success is to recognize opportunities and act decisively. We must remember our roots and work tirelessly," she added. 

Ghar Ko Achar 

Kamala and Rohan Shrestha, from Thapathali in Kathmandu, established 'Ghar Ko Achar', which translates into home-made pickles, in 2018. Their business has now expanded beyond Nepal's boundaries to include many other countries. Kamala, however, never intended to start a pickle business. 'Ghar Ko Achar' was born in her kitchen. Initially, she shared her savoury treat with her neighbours. Their positive feedback motivated Kamala to turn her passion into a business. With consistent support from her family, particularly her encouraging son Rohan, Kamala's cooking pastime evolved into a delectable venture that continues to spread joy, jar after jar.

It took her only two months to take the first batch of products to the market. She initially invested Rs 60,000 to buy essential equipment and design an attractive logo adorned with a bunch of chilies, symbolising the fiery flavours that would soon captivate their customers. Leveraging the social media platforms such as Facebook, Instagram and their own website, Ghar Ko Achar quickly became popular due to the superior taste and quality of its pickles. During the COVID lockdowns, she witnessed a surge in orders even from other districts.

As demand grew, Ghar Ko Achar modified its production and flavour profiles to satisfy the changing desires of its growing consumer base. Rohan, the driving force behind the brand's rise, says 'Ghar Ko Achar' will soon become a household name. The monthly turnover of Ghar Ko Achar is already around Rs 500,000. Ghar Ko Achar currently employs 11 people. It produces 17 varieties of pickles like buffalo sukuti, chicken, fish, fenugreek masala, radish, hog plum, radish leaf, chilli, green chilli, pumpkin, and mango, among others. Vegetarian pickles last up to six months, while meat pickles, once fried, last up to 45 days. They also sell ground timur (Szechuan pepper). While vegetable pickles are still prepared at Kamala's home kitchen, meat pickles are prepared at Ghar Ko Achar's outlet at Baneshwar. Ghar Ko Achar has also opened an outlet at Jhamsikhel, Lalitpur. According to Rohan, there is a growing demand for homemade pickles abroad, especially in countries like the UK and China.