Kedar Thapa is the Marketing Manager of KNP Japan Pvt. Ltd. He has accumulated a wealth of experience in the marketing profession during his more than a decade-long career, spanning a broad range of marketing functions and diverse industry segments. Thapa has demonstrated a proven ability to combine hard work, creativity and business acumen to support brand objectives. He graduated with a Bachelor’s degree in science and subsequently earned a Master’s degree in Marketing from Symbiosis, India. Thapa has served globally renowned multinational companies (MNCs), including a Fortune 500 company in India. Prior to taking the position of Head of Marketing at KNP Nerolac Paints in Nepal, he was responsible for the marketing of Parker and Waterman pens in India. The HRM Nepal interviewed Thapa to explore the various dimensions of the paint market in Nepal and how KNP has been positioning its brand in the Nepali market. Excerpts:
Q: How is KNP Japan establishing its brand presence in the Nepali market?
A: As a group company of Kansai Paints Ltd., Japan, and a subsidiary of Kansai Nerolac Paints, India, we have established ourselves as a trusted brand in Nepal, delivering high-quality, innovative and reliable products rooted in Japanese excellence. We at KNP Japan are committed to customer satisfaction, sustainable practices, and tailored solutions. By understanding the unique needs of the Nepali market, we aim to foster long-term relationships with our customers.
Q: Could you share your thoughts on what it feels like for your product to become popular in Nepal?
A: KNP Japan has successfully established itself as a leading multinational company in Nepal’s competitive market over the past 12 years. This achievement is a testament to the collaborative efforts of our team members, business partners, and most importantly, our valued customers whose trust and support have made us a popular paint brand.
Q: What kind of culture and strategy are you employing to promote the product, and what makes KNP Japan’s offerings stand out in the market?
A: By combining a customer-centric approach with a multi-faceted promotion strategy, we aim to build trust, inspire with quality, and establish our paints as the preferred choice for both homes and businesses across Nepal. We actively listen to feedback from homeowners, retailers and influencers to continuously refine our offerings.
Our core unique selling proposition (USP) is that our paints are lead-free and have the lowest or no Volatile Organic Compounds (VOCs) compared to other paint products in Nepal. These chemicals are hazardous and have been linked to various health issues, including cancer, liver damage, kidney damage and central nervous system damage. Through our USP, we aim to educate consumers about the importance of making informed choices when selecting paint products.
Q:How has the significant change in consumer brand choice and awareness over the years affected the sales of your product?
A: Yes, consumers are increasingly informed and prefer trusted brands like KNP Nerolac Paints due to their premium quality, wide range of products, and eco-friendly properties. With rising disposable incomes and urbanisation, consumers are prioritising branded paints for their durability and aesthetic appeal. There has been a significant increase in demand for premium emulsion paints, textured finishes, and anti-fungal and anti-bacterial paints.
Q: KNP Japan has been gradually capturing a significant market share. What are your business strategies for becoming the first choice of consumers?
A: KNP Nerolac has successfully positioned itself as a leading player in Nepal’s paint industry through several strategic practices. Innovation and Research & Development enable us to launch specialised products tailored to Nepal’s unique climatic conditions. Our strong marketing mix effectively addresses market demand.
We prioritise a customer-centric approach, ensuring that we meet our customers’ needs at every stage, from initial inquiry to project completion. Our robust distribution network ensures widespread availability across Nepal, making it convenient for customers to access our products.
Q: How do you address and manage the challenges posed by unhealthy competition in the market?
A: We are continuously striving to strengthen brand trust and eliminate unhealthy competition. By investing strategically in brand building and product innovation, we have established a strong brand recall that sets us apart from competitors.
Q: How have the economic downturn and slowdown in construction activities impacted your sales?
A: As the construction and real estate sectors are major consumers of paints, the recent economic slowdown has led to a decline in demand for decorative paints. During economic downturns, consumers often delay home renovations or repainting projects, which directly impacts our market.
Q: What are the significant milestones your company has achieved in its business development journey?
A: In a short time, KNP Japan has emerged as a leading paint company in Nepal. We pioneered eco-friendly initiatives by introducing low-VOC and lead-free paints to the Nepali market. By leveraging advanced Japanese technology, we have successfully launched unique products tailored to Nepal’s specific conditions, providing consumers with reliable, affordable and durable painting solutions. We have further strengthened our position in the decorative market through strategic partnerships with major influencers.
Q: How are you integrating cutting-edge technologies to shape the future of your industry and company?
A: The market is constantly evolving. To stay relevant and meet future demands, technological advancements and innovations are crucial. We have been pioneers in introducing cutting-edge products to the market.
– KNP Nerolac Paints was among the early adopters of environmentally friendly paints, offering low-VOC (volatile organic compound) and lead-free paint products in Nepal.
– This year, we became the first MNC to launch a 12-year warranty exterior emulsion paint in Nepal, called Excel Everlast.
– Prior to this, we were the first to launch exterior emulsion with semi-elastomeric properties in Nepal.
By embracing these cutting-edge technologies, KNP Japan is not only enhancing product quality and customer experience but also contributing to sustainability and environmental goals.
Q: How does KNP Japan incorporate consumer feedback and R&D findings into its production, distribution, and sales strategies? (Are there any specific practices?)
A: At KNP Japan, we prioritise consumer feedback. Market feedback and consumer preferences, such as colour and finish preferences, are incorporated into our production processes. R&D findings on emerging technologies, such as crack-bridging and self-cleaning properties, have led to the development of products with these characteristics. Our marketing campaigns are driven by R&D findings and customer feedback, focusing on consumer demands like ‘Healthy Home Paints from Japan’ or ‘No Lead and No-VOC Paints’.
Q: Could you share the major Corporate Social Responsibility programmes of KNP Japan and explain how the company is collaborating with the community for their benefit?
A: KNP Japan, through its continuous efforts, is committed to serving society. In today’s time, we must all acknowledge responsible corporate citizenship. We have proudly associated with a range of CSR activities, including prompt financial support during natural calamities in the country, supporting NGOs (non-governmental organisations) working for specially-abled children, and empowering rural women through skill development, etc. Recently, as part of our CSR initiatives, we have constructed a PNC ward with best-in-class amenities at Narayani Hospital, Birgunj.
