Sonna Amatya: Building a Brand Empire in Nepal

Sonna Amatya is a notable female entrepreneur recognised for her significant contributions to the advertising industry. She is the Founder and CEO of Full Circle, an advertising agency with an annual turnover exceeding Rs 100 million. Her agency manages various multinational and prestigious local brands and had also won the ‘Best Ad of the Year’ award from the Advertising Association of Nepal in 2018

Amatya also leads several other ventures that include FC Brand Promotion, Full Circle Digital, Animake International, Mindgraph, Smart Circle, and FullCircle IT Solutions. Additionally, she is Director of Reliable Communication and Promoter of Reliable Lumbini Medical Centre.

“Advertising serves as a gateway to discovering products but does not always sway my decision. I am particularly influenced by ads that showcase a product’s unique features and how it fits into my lifestyle. However, I primarily base my purchasing decisions on comprehensive research, including customer reviews, product demos, and comparative analysis to ensure the product meets my specific needs”

Besides her business achievements, Amatya is a trained singer with three solo albums and numerous awards, including Best Female Singer at the 19th Annual Image Awards.

In this edition of Business 360, Amatya talks about her pick of top brands.

Top 3 brands

Apple, because of its unparalleled innovation and the ecosystem it creates which seamlessly connects all its devices and services.

Nike, for its branding and customer engagement.

Rolex, recognised for its enduring quality and precision in timekeeping, coupled with a strong heritage that epitomises luxury and status.

Your all-time favourite brand

Apple, because their products consistently deliver both high functionality and aesthetic appeal.

Do you think expensive is better? 

While expensive products often provide superior craftsmanship and longevity, they aren’t automatically the best choice for everyone. I believe in evaluating whether an expensive item offers a tangible benefit in quality or experience before deciding whether it is worth the cost. It is about finding products that deliver the best performance and durability for their price, not just opting for luxury for the sake of luxury.

How does advertising influence your purchase?

Advertising serves as a gateway to discovering products but does not always sway my decision. I am particularly influenced by ads that showcase a product’s unique features and how it fits into my lifestyle. However, I primarily base my purchasing decisions on comprehensive research, including customer reviews, product demos, and comparative analysis to ensure the product meets my specific needs.

A company that has got its branding spot on

Tesla has mastered the art of branding by not just selling cars but promoting a lifestyle choice centred around sustainability and cutting-edge technology. Their minimalistic marketing approach, coupled with Elon Musk’s public persona, creates a brand that is both aspirational and revolutionary.

Gadgets you use 

I regularly use an iPhone 15 for its user-friendly interface and ecosystem, a MacBook Pro for its powerful processing capabilities and reliability, and an iWatch for its robust outdoor features that help track my fitness activities with precision. And also, I am using Honor Magic V2 phone which goes perfectly with my style.

Functionality or aesthetics

I prioritise functionality because a product needs to perform effectively to meet my needs. However, I also appreciate good design and aesthetics, particularly when they complement functionality, making the product not only useful but also enjoyable to use.

An entrepreneur you admire 

I admire Elon Musk, for his vision and relentless drive-in pioneering space travel and sustainable energy.

3 things brands can do to retain customers

Brands can provide Exceptional customer service.

Ensure consistent product quality.

Engage with customers personally through social media and feedback channels.

You would never buy a brand that…

I steer clear of brands that engage in unethical practices such as exploiting workers or harming the environment and lack transparency.

A startup in Nepal that deserves recognition 

Khaalisisi, which is tackling waste management and recycling, providing a valuable service in urban areas. 

Online or offline shopping

I prefer online shopping for the sheer convenience and variety it offers. The ability to shop from anywhere at any time and access a wider range of products than available locally makes online shopping my go-to choice.

3 top online sites you use for purchases

Amazon for everyday items due to its vast selection and quick delivery.

ASOS for a wide range of fashion choices that are good in quality and current in style.

Alibaba for bulk purchases.

One thing you would never buy online 

I would never buy fine jewelry online as I prefer to see and feel such high-value items in person to assess their quality and authenticity fully.

A brand you would never hesitate to recommend

Honor, especially for their mobile segment. Their commitment to quality, innovation, aesthetic design and user-focused design makes their products a reliable choice.

Would you ever buy a fake of your favourite brand?

No, I would not. Fakes do not only undermine intellectual property rights but often support unethical practices. I prefer to invest in genuine products to ensure quality and support legitimate businesses.

3 things that top your search list on Google for shopping or travel 

Latest tech gadget releases and reviews

Top travel destinations for 2024

Best promotional deals on clothing.