Kush Rawal currently holds the position of Senior Marketing and Business Development Manager at Litmus Industries Limited. Having been with the company for the past four years, he is responsible for spearheading brand strategy, market development, strategic growth initiatives, and overall marketing operations aimed at strengthening the company’s presence across Nepal.
The HRM Nepal recently spoke with Rawal to discuss Litmus Cable’s branding and marketing strategy, the current state of the country’s cable market, upcoming products, export opportunities, and other various aspects of their product line. The following are excerpts from that interview.
Q: How is Litmus Cable positioning its brand in the Nepali market?
A: Litmus Cable is positioning itself as a high-quality, reliable, and proudly Nepali brand that prioritises safety, durability, and performance. While the Nepali wires and cables industry is largely driven by price competition and discount-based selling, Litmus is taking a different path. We are committed to building a strong, trusted brand, one that meets international standards and becomes the safest wiring solution in Nepal. Quality is at the heart and soul of Litmus, and this reflects in every product we manufacture.
Our focus is not only on communicating our quality but also on educating and empowering customers about why quality matters for the safety of their homes and buildings. By raising awareness, we aim to shift the market conversation from discounts to safety, longevity, and real value. This approach is helping Litmus establish a distinct identity and become a preferred choice for households, industries, and infrastructure projects.
Q: What kind of enabling ecosystem do you think is ideal for expanding the market?
A: An ideal enabling ecosystem for market expansion is one where manufacturers, regulators, distributors, and consumers work together to promote safety and quality. First and foremost, Nepal needs strict implementation and monitoring of quality and safety standards. Ensuring that only certified, compliant products enter the market will significantly reduce the presence of low-quality goods and foster a healthier, more competitive environment.
Secondly, technical education and awareness programmes must be strengthened. When electricians, contractors and end users understand the long-term benefits of safety-compliant wiring, the market naturally shifts toward higher-quality products. Knowledge empowers buyers to make informed decisions rather than relying on price alone.
Third, supportive government policies are crucial. Incentives that encourage local manufacturing, reduce dependency on imports, and promote infrastructure and energy-related projects will accelerate industry growth. Such policy backing can also motivate companies to invest in innovation and adopt international standards.
Together, these factors create a robust ecosystem where quality is prioritised, innovation thrives, and consumers receive products that ensure safety, reliability, and long-term value.
Q: How competitive is the electric cable market in Nepal, and what helps Litmus remain a popular and leading brand among Nepali consumers?
A: The wires and cables market in Nepal is highly competitive and largely driven by discounts. Many players compromise on quality to offer lower prices, which creates unhealthy market practices. However, Litmus has taken a different approach over the past six years, focusing on educating customers about the importance of quality and safety in electrical wiring.
Our commitment to producing high-quality, reliable products, combined with targeted sales and marketing initiatives, has helped Litmus stand out. Today, customers recognise that the right wiring is fundamental to safeguarding their homes, and this awareness, along with our consistent focus on quality, has made Litmus one of the leading and most trusted cable brands in Nepal.
Q: What is the unique selling proposition of Litmus Cables?
A: Litmus is synonymous with quality, which is a core principle of our company. We use high-grade raw materials imported from world-renowned suppliers, employ advanced manufacturing technology, and conduct strict quality testing to ensure safety and long-lasting performance. Our products are manufactured according to both national and international standards. Litmus is the only wires and cables manufacturer in Nepal with four BIS certifications, and the Government of Nepal has recognised us with the NS Quality Award for our superior products.
Q: Consumer brand awareness and preferences have changed significantly over the years. Have you observed this shift in your product sales?
A: Yes, we have observed a significant shift. In earlier surveys, around 93% of our customers were unaware of the importance of quality wires; they were largely unconscious about safety standards. Today, customers are much more informed and prioritise safety. There has been a notable shift in preferences toward fire-retardant, low-smoke (FRLS), and zero-halogen fire-retardant (ZHFR) cables compared to traditional conventional cables, reflecting increased awareness of household safety.
Q: How would you describe the evolving landscape of marketing in the digital era?
A: Marketing has shifted from traditional channels to a blended ecosystem where digital platforms play a central role. Today’s consumers research online, compare brands, and rely heavily on Google and social media reviews before making any purchase decision. Data-driven marketing, engaging content, and a strong online brand presence have become essential for every industry.
In the wires and cables category, the final purchase still happens at physical electrical shops, as customers prefer to buy such products directly. However, the decision-making process has moved online. People enquire online, compare brands digitally, and engage with us through our social media and digital touchpoints before visiting the store. So, even if the product isn’t sold online, digital marketing significantly influences the buying journey.
Q: Based on your experience, how effective is digital marketing for your brand?
A: Digital marketing has been highly effective for us. It enables us to reach our customers, engage with them, share product knowledge, and strengthen brand recall. For Litmus, digital platforms are a major tool for educating customers about quality and safety. We are active across all major digital marketing channels and consistently apply a wide range of digital strategies.
Beyond education, digital platforms have also become powerful for lead generation, and we are seeing strong results. Looking ahead, I believe there will be an even greater shift toward digital marketing. In the next five to six years, digital platforms may even become significant sales channels for our industry.
Q: How much priority do you place on dealer relationships and incentive-based push selling?
A: Dealer relationships are at the core of our business. We prioritise transparent communication, timely supply, attractive incentive programmes, and continuous support. Dealers are essentially our first customers, through them, our products reach the end users in the retail business segment.
We regularly introduce different incentive schemes and promotional programmes to motivate our dealers and strengthen push selling. When dealers feel confident and supported, it directly enhances our market penetration and brand visibility.
Q: Are you planning to introduce any new product or diversify your product range? If yes, when are you planning to launch them?
A: In the last few years, we have continuously upgraded our product range to meet the country’s evolving needs. We introduced EcoWire-ZH, Nepal’s only zero-halogen wire. In another segment, we launched ACSR Moose conductors and medium-voltage covered conductors for the first time in Nepal. Very soon, we plan to manufacture solar cables, AL-59 conductors, and HTLS conductors to promote self-reliance and reduce imports. Looking further ahead, we also aim to expand into FMEG products in the future.
Q: Which products from the Litmus family are the most in demand, and why?
A: Demand varies across segments. In the project segment, product usage largely depends on government policies. In the retail segment, EcoWire-ZH is currently the most sought-after product. While the sales volume is still relatively low, it is highly valued by customers. EcoWire-ZH is Nepal’s first zero-halogen fire-retardant (ZHFR) cable. While such cables are mandatory in public and high-traffic spaces in European markets, they are newly introduced in Nepal. We anticipate that demand for this product will grow significantly in the coming years.
Q: Do you feel proud to be successful with ‘Make in Nepal’ products?
A: Absolutely. Promoting and delivering high-quality Nepali made products is a source of immense pride for us. We are contributing to the growth of national industry, creating jobs, and reducing dependence on imports. We have been part of the CNI ‘Make in Nepal’ campaign for a long time, and it gives us great satisfaction to make Nepal more self-sufficient in wires and cables. Hundreds of people are employed across our manufacturing facilities, reflecting our commitment to both quality and local employment.
Q: What opportunities and threats do you see in Nepal’s cable market?
A: Nepal’s cable market presents several opportunities. Growing awareness of electrical safety, urbanisation, infrastructure projects, and renewable energy initiatives like solar power are driving demand for high-quality, standardised cables. At the same time, the market faces challenges. It is highly price-driven, some competitors compromise on quality, enforcement of safety standards is inconsistent, and limited technical knowledge among users can slow adoption of advanced products.
Q: What are the key business development milestones achieved by your company?
A: Two years ago, our market share was limited, and the market was largely dominated by low-quality cables. By educating customers about the importance of quality wires and implementing business development initiatives at both the influencer and end-user levels, we have doubled our market share in just two years.
Today, brand awareness is much higher, and customers actively seek quality wires. On the product development front, we have introduced numerous products aimed at promoting self-reliance in Nepal.
Q: What effective marketing campaigns has Litmus Cable implemented under your leadership?
A: Under my leadership, Litmus Cables has implemented several impactful marketing campaigns. Our ‘Quality Over Discount’ initiative has educated consumers about the importance of safe and reliable wiring. We have leveraged digital marketing through social media, Google, and interactive content to engage informed customers. Incentive programmes and promotional schemes for electricians have strengthened our retail network, while product launch campaigns, such as EcoWire-ZH, included demonstrations and technical workshops to showcase product benefits.
Additionally, our participation in national trade fairs has increased brand visibility, and international exhibitions like Middle East Energy Expo in Dubai and Elecrama in India have taken Litmus to the global stage. Litmus is also the first Nepali wire and cable manufacturer to exhibit at the world’s largest energy exhibitions, marking a significant milestone for the company.
Q: Finally, what message would you like to convey to consumers regarding the selection of quality cables? How can they identify reliable, highly valuable products?
A: When it comes to selecting construction materials, we choose the best cement, rods, paints, and home appliances, but often compromise on wires and cables by opting for cheaper options. This is a mistake because wires are critical for safeguarding our homes, even though they are invisible. Poor-quality cables can lead to short circuits, which are a major cause of fires.
In fact, global reports indicate that around 70% of fire-related incidents result from electrical short circuits. Choosing certified, high-quality cables like Litmus ensures safety, reliability, and long-term protection for your home and family.
Building a home is a dream for everyone, don’t put that dream at risk with poor quality wiring.
