‘Brandsutra 2.0’ is a newly released book on marketing and brand building that offers a practitioner-led perspective from South Asia. Rooted in real-world market experience from Nepal and comparable economies across the region, the book focuses on how brands operate in practice.
Authored by brand marketing professional and entrepreneur Ujaya Shakya, the book draws from his long career working with global clients, network agencies, senior leadership roles and entrepreneurship. As the founder of Outreach Nepal, Shakya has worked across brand strategy, digital marketing, activations and BTL, rural marketing, media planning and buying, and reputation management.
These experiences shape ‘Brandsutra 2.0’’s grounded approach to understanding how brands grow, stay relevant, and sometimes fail—and what marketers can learn from those failures.
Speaking about the book, Shakya says, “Rather than offering formulas or shortcuts, ‘Brandsutra 2.0’ focuses on long-term thinking, cultural context and responsibility. It encourages readers to move beyond campaign execution and adopt a brand custodianship mindset—one that recognises brands as long-term assets built through consistency, intent and trust.”
The book is edited by Prof Ujjwal K Chowdhury, an education leader and communication expert.
Written primarily for young marketing professionals, business and creative students, entrepreneurs, and brand leaders, ‘Brandsutra 2.0’ emphasises perspective over tactics—encouraging clearer thinking on positioning, relevance, trust, creativity, and long-term brand stewardship in markets where sales-driven pressures often compete with brand-building philosophy.
‘Brandsutra 2.0’ is currently available in Nepal. The book will soon be available across other South Asian markets.
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