Chaan Singh Shris is recognized as a young entrepreneur in Baglung district and across the country for producing ‘Millet Biscuits.’
The 35-year-old’s business was born out of his vision to utilize local products from his hometown. Today, it is gaining recognition not only in Nepal but also in other countries where Nepalese communities reside.
The Role of Pandemic in Shaping an Entrepreneurial Dream
A permanent resident of Kathekhola Rural Municipality Ward No. 8 Baglung, Chaan Singh initially aspired to become a Chartered Accountant. After completing his high school education in Baglung, he moved to Kathmandu and enrolled in the Bachelor of Business Studies (BBS) program at Shankar Dev Campus, Putalisadak. However, as he progressed in his studies, he realized that his level of efforts would not lead him to a career in Chartered accountancy.
“I was pursuing Chartered Accountancy alongside my BBS studies. However, I gradually understood that my academics would not enable me to become a CA. Consequently, I decided to discontinue my CA studies, and my aspirations took a different direction,” Chaan Singh explains.
His journey into entrepreneurship began with the restaurant industry. At different points in time, he operated restaurants in both Bagbazar and Dillibazar. Later, he established a snack shop in Bagbazar. However, the outbreak of the COVID-19 pandemic disrupted his business operations forcing him to return to his hometown.
With the business at a standstill and no way to predict the future, many Kathmandu residents opted to leave the city due to prevailing uncertainties. Chaan Singh, too, made the decision to move back to his village.
He returned to his district, Baglung.
After the pandemic, while many who had left Kathmandu returned to the capital, Chaan Singh chose to remain in his village. The key reason that kept him rooted there was his innovative product— ‘Millet Biscuits.’
In Baglung, local farmers struggled with the lack of market access for their produce, including millet. Due to this gap in commercialization, many farmers were unable to secure a profitable market for their millet harvest.
“Observing this situation, I felt the need to create a production-based enterprise using local resources. That is when I decided to introduce millet biscuits, utilizing raw materials readily available in my village,” Chaan Singh explains.
During his BBS pursual at Shankar Dev Campus in Putalisadak, Kathmandu, Chaan Singh had the opportunity to travel to India for training. There, he gained insights into how industries and local products were marketed. This exposure had already planted the idea of building a business around local production and identity, although he had yet to decide on a specific product.
While managing his studies and restaurant ventures in Kathmandu, he registered Gaja International Investment and Research Center, a company aimed at exploring the potential of agricultural products. Even before the pandemic, he had been researching market opportunities in this sector.
However, it was only after witnessing the untapped potential of locally grown millet and the farmers’ struggles that he conceived the idea of producing millet biscuits. The COVID-19 pandemic provided him further clarity. On one hand, millet biscuits offered a healthier and more nutritious alternative to conventional biscuits. On the other, they ensured the utilization of local raw materials, which had previously lacked a market.
Since 2020, Chaan Singh had been working on his millet biscuit venture, dedicating significant time to building a sustainable business model. His efforts included extensive research on biscuit production, consumer taste preferences, production techniques, machinery requirements, and establishing an effective distribution system.
With a focus on these fundamental aspects, he spent years refining his product. Through rigorous trials and training, he successfully developed sample biscuits that generated positive feedback from consumers.
Rather than staying in the crowded city, his desire to work in his own village and create a product that would carry his local identity while utilizing the produce of local farmers resulted in the creation of millet biscuits.
“It took several rounds of unsuccessful trials before we finally achieved the desired form for our biscuits. Only then did we begin introducing them to the market,” Chaan Singh recalls.
By 2023, he officially branded and launched his product under the ‘Millet Biscuit’ label. To formalize his production, he registered Gaja Bakery and Biscuit Industry as a new small-scale enterprise and began packaging and distributing his biscuits through an organized and formal process. It has been nearly a year and a half into this journey.
One and a half ropani land | Over 10 million investment | A monthly turnover up to 1.5 million
Chaan Singh says that has invested over 10 million Rupees in machinery and infrastructure for his industry. The industry’s structure covers an area of one and a half ropanis. According to Chaan Singh, the Gandaki Province Government also provided him a grant of 1 million Nepali Rupees in establishing the industry.
The production facility houses eight machines, each serving distinct purposes, including separate units for grinding millet into flour, kneading the dough, and packaging. “All the machines have been imported from India,” he states. With increasing market demand, Chaan Singh is gradually expanding the production setup and acquiring additional machines.
Currently, eight workers are employed in the industry.
The industry is in full-fledged operations now. However, he has started to experience significant challenges associated with operating an industry in a remote area, such as unreliable road access, electricity fluctuations, and inadequate infrastructure. Another pressing issue is the lack of government-regulated pricing for raw materials, making cost control difficult.
“For industries, there should be a structured pricing system for raw materials like sugar and oil” Chaan Singh emphasizes. “We often say that Nepal is not like foreign countries. I believe that, just like abroad, there should be a minimum and maximum price regulation here as well.”
Chaan Singh mentions that the industry, with an investment of over 10 million rupees, currently generates a monthly turnover of 1.2 to 1.5 million rupees. He explains that biscuit production does not offer high margins like other large-scale productions. He states, “The more business I can generate, the higher the margin will be. Since I source raw materials directly from farmers, it becomes expensive. This is why the margin in biscuit production remains low.”
Oil from Madhesh, Millet from the Hills
Chaan Singh relies on his home district and neighboring hilly areas for the primary raw material, millet, used in his biscuit production. For the oil required for making biscuits, he sources it from districts in Madhesh. He places a special emphasis on using indigenous raw materials from Nepal.
Chaan Singh personally oversees the collection of raw materials for his millet biscuit production. He states, “I personally visit the farmers, gather the required materials at a designated location, and transport them using my own vehicle. This also allows me to offer them a taste of my biscuits and receive their feedback.”
Social media marketing and the vision for global expansion
Social media has played a prominent role in the marketing of Chan Singh’s ‘millet biscuits.
He has extensively utilized these platforms to promote his product. Not only do his own posts generate engagement, but other individuals also share and repost the images, further enhancing their reach. The unique taste of millet biscuits and the increasing consumer interest in indigenous products have contributed to their growing popularity on social media.
Beyond digital marketing, he has appointed official distributors in key locations such as Baglung, Pokhara, Gulmi, Chitwan, and Butwal. These distributors facilitate the widespread distribution of his biscuits. Additionally, he is continuously expanding his retail distribution network to ensure that his biscuits reach consumers nationwide.
Due to the effectiveness of social media marketing and a strong distribution network, Chaan Singh has not had to invest in traditional promotional materials. Instead, he focuses on showcasing his products at various events and exhibitions. He states, “Recently, we participated in the Chitwan Festival, where we displayed our biscuits.”
Chaan Singh’s ambitions are not confined to Nepal alone.
Recognizing the potential in international markets, he has started targeting both Nepalese expatriates and foreign consumers. As a part of this initiative, samples of his millet biscuits have recently been sent to Australia and Canada.
Chaan Singh is satisfied with his business. Despite financial challenges associated with running the millet biscuit business, the recognition he has earned brings him great joy. His unique approach to business has made him well-known. Furthermore, the feedback he receives from consumers after tasting his biscuits brings him a sense of fulfillment.
As done by his own business, Chaan Singh strongly believes in the importance of recognizing and utilizing local resources.
He asserts, “If we can identify and harness local resources, there are numerous possibilities within our own country. I focused on millet, but there are many other promising products, such as buckwheat, potatoes, and barley. The key is to recognize their potential.”
– Shiva Khadka has an interest in academics, research, and sports. He holds a Master’s degree in Public Policy, Governance, and Anti-Corruption Studies from the Central Department of Tribhuvan University. Recently, he has undertaken research and studies focused on local and electronic governance. Additionally, he regularly contributes articles on a wide range of contemporary issues.
