JUAS: A STORY OF PASSION, PURPOSE AND PERSEVERANCE

Pranay Karki is an inspiring example of an entrepreneur who has embraced challenges, innovation with a profound commitment to sustainability and shaping Nepal’s urban agriculture landscape. As the Founder and Managing Director of Jiva Urban Agriculture Systems (JUAS), Karki has demonstrated resilience, creativity and an unyielding determination to contribute meaningfully to Nepal’s evolving business ecosystem.

Karki’s story begins with a robust academic foundation in logistics engineering which he pursued in Germany. His degree in Logistics Engineering and Management, completed in 2010, equipped him with technical expertise and a global perspective. Yet, despite the opportunities abroad, his passion lay in contributing to Nepal’s development. This decision marked the start of a journey marked by exploration and bold risks.

On returning, Karki briefly enrolled in an MBA programme at Ace Institute of Management. His goal was to enhance his understanding of finance and business strategy to prepare for entrepreneurship. However, life had different plans. Facing academic challenges, he made the tough decision to drop out. While some may view this as a setback, for Karki, it became a turning point pushing him toward an entrepreneurial path where his true potential would emerge.

Since 2010, Karki has been immersed in agriculture and sustainability-focused ventures. His early initiatives included managing his own farm, investing in a dairy business in Chitwan, and venturing into fish farming. “These enterprises served as my training ground, teaching me critical lessons about market dynamics, operational risks and the importance of adaptability,” he says.

“While not all my ventures succeeded, each failure became a stepping stone,” he reflects. Karki learned to navigate Nepal’s unique agricultural landscape, from logistical hurdles to fluctuating market demands. These experiences instilled resilience, sharpening his ability to innovate and persevere.

In 2015, Karki established JUAS, driven by a mission to transform how urban agriculture was practiced in Nepal. He identified hydroponics and aquaponics; methods that use water-based systems instead of soil as game-changing solutions to address food security, urban space constraints and environmental concerns.

“At the time, these methods were largely unfamiliar in Nepal and I not only introduced these systems widely but also adapted them to local contexts,” he states. By integrating biogas systems with hydroponics, JUAS created a closed-loop solution that utilised organic waste to generate energy and fertilise crops. This innovation was particularly impactful in urban areas where space and resources are limited.

“I actively work with local farmers, small-scale producers and artisans to source raw materials and co-develop products. This approach not only supports rural livelihoods but also ensures that JUAS’s products are authentic and sustainable”

However, the journey was not without challenges. “Adoption rates were slow due to limited awareness and the advanced nature of the technologies. To overcome this, we focused on education, conducting workshops and training sessions to demonstrate the practicality and benefits of these systems,” he shares. Over time, this approach built trust and interest among urban farmers, positioning JUAS as a pioneer in sustainable agriculture.

As JUAS grew, Karki ventured into health-focused fast-moving consumer goods (FMCG), creating a niche market for herbal and organic products. His interest in wellness, herbal medicine and dietary trends like intermittent fasting inspired him to develop products like ghee-infused coffee, organic peanut butter, and Shilajit supplements.

One standout product is JUAS’s Shilajit-based supplements. “Recognising the lack of high-quality Shilajit in the market, I focused on sourcing premium-grade Shilajit and packaging it innovatively to cater to modern consumers,” he says. This approach not only met demand but also educated consumers about the benefits of traditional herbal remedies.

Similarly, JUAS’s ghee-infused coffee quickly gained popularity for combining the nutritional benefits of ghee with the energising properties of coffee, resonating with health-conscious individuals.

In a country where traditional retail dominates, Karki recognised the potential of e-commerce early on. “Platforms like Daraz became key to scaling JUAS’s products enabling us to reach customers across Nepal,” he shares. By leveraging these platforms, JUAS introduced over 20 products, ranging from health supplements to value-added agricultural products like apple cider vinegar from Jumla.

Karki’s strategic approach to e-commerce allowed JUAS to bypass logistical challenges associated with traditional supply chains. By focusing on demand-driven production and leveraging digital platforms, JUAS maintained a lean yet scalable business model.

One of JUAS’s core principles is collaboration. “I actively work with local farmers, small-scale producers and artisans to source raw materials and co-develop products. This approach not only supports rural livelihoods but also ensures that JUAS’s products are authentic and sustainable,” he says.

By fostering a collaborative ecosystem, JUAS has helped bridge the gap between urban markets and rural producers. Whether through workshops on hydroponics or partnerships for sourcing organic ingredients, Karki ensures that JUAS’s growth benefits a broader community.

Karki’s journey underscores the importance of resilience and a willingness to embrace change. His ability to pivot from early failures to pioneering sustainable agriculture demonstrates his adaptability. Moreover, his focus on innovation – whether through integrating technology into farming or creating unique health products – sets him apart as a forward-thinking entrepreneur.

For Karki, entrepreneurship is not just about financial success. “It is about creating value, solving problems and inspiring others,” he shares. His story is a testament to the idea that true innovation lies at the intersection of passion, purpose and perseverance.

As JUAS continues to expand, Karki’s vision remains focused on sustainability, health and community impact. He plans to explore new technologies, scale production and introduce more products that align with JUAS’s core values.

By addressing Nepal’s unique challenges through creativity and determination, Karki is not just building a successful business but also fostering a culture of innovation. His journey inspires aspiring entrepreneurs to think beyond conventional boundaries and contribute meaningfully to society.

JUAS prides itself on producing goods that are ‘Made in Nepal’, with a significant portion of its raw materials sourced locally. From apple cider vinegar crafted over three–four months to ghee and peanut butter, the brand ensures that each product reflects Nepal’s rich agricultural heritage. Despite challenges, such as the lack of infrastructure for post-harvest processing and high policy-driven costs, Karki remains committed to creating a supply chain that supports Nepali farmers and adds value to the local economy.

While importing certain raw materials, like peanuts from India, remains necessary for now, Karki envisions a future where Nepal's agricultural landscape can fully support its production needs. The brand’s philosophy emphasises sustainable practices and the empowerment of local communities, even as it navigates complex regulatory landscapes.

Nepal’s policy framework presents unique challenges for startups, particularly those venturing into niche markets like cosmetics and organic oils. JUAS has had to adapt creatively, leveraging its expertise in cold-press technology to create true cold-press oils. These oils are not only legal for export but also stand out for their quality, appealing to international markets in South East Asia and Europe.

“Our journey began with the introduction of cold-press technology in Nepal back in 2017. Today, nearly every oil mill labels itself as cold-press, but few truly understand what it means,” Karki notes. By focusing on authenticity and innovation, JUAS has carved out a niche in both the domestic and export markets.

JUAS isn’t just about manufacturing; it’s about creating brands that resonate. “Collaborations with influencers have been key to expanding reach and credibility. Our strategy of leveraging partnerships ensures effective branding without requiring hefty investments,” he shares. This approach has significantly boosted the company’s growth, with JUAS recording impressive revenue increases in just two years.

Karki is candid about the hurdles faced by Nepali startups. From navigating a bureaucratic regulatory environment to dealing with middlemen in raw material sourcing, the journey is anything but easy. “However, we adopt a fair-trade approach, ensuring that farmers and local communities benefit directly from our partnership,” he states.

By addressing these challenges head-on, Karki aims to inspire other entrepreneurs to innovate within constraints and redefine what it means to run a successful local business in Nepal.

As JUAS continues to grow, its impact on Nepal’s entrepreneurial ecosystem is undeniable. Karki’s dedication to supporting local resources and fostering innovation demonstrates the potential of homegrown businesses to thrive in competitive global markets. With plans to scale up, diversify, and create even more value, JUAS is not just a brand – it is a testament to the power of Nepali innovation.

In an era where sustainability and local impact matter more than ever, JUAS stands out as a beacon of progress for Nepal’s business landscape.