Makuse transforms traditional Nepali sweets into luxury gift boxes

KATHMANDU: As Nepal approaches Matatirtha Aunsi—widely observed as Mother’s Day—the domestic gifting market is witnessing a notable surge, driven by rising demand for curated “Mother’s Day gift boxes” across urban centers and among the global Nepali diaspora.

Capitalizing on this evolving consumer trend, Nepali brand Makuse has repositioned traditional sweets into premium, luxury gifting products, combining heritage flavors with modern packaging and design aesthetics. The company reports a steady increase in demand not only during Mother’s Day but also across festive and personal occasions such as Kushe Aunsi, Dashain, Tihar, birthdays, and anniversaries.

The shift reflects a broader transformation in Nepal’s consumer economy, where gifting is no longer limited to conventional offerings but increasingly emphasizes presentation, personalization, and convenience—key drivers in today’s digital-first marketplace.

Makuse’s product line centers on traditional Newari delicacies, reimagined through high-end packaging and contemporary branding. Each gift box integrates artisanal sweets with premium visual appeal, targeting both domestic buyers and overseas customers seeking culturally rooted yet refined gift options. The company also offers customized gift solutions, allowing consumers to tailor boxes based on preferences, occasion, and budget—an approach aligned with global gifting trends.

The brand is backed by Anushka Shrestha, who returned to Nepal after gaining professional experience abroad. Her venture into the premium sweets segment reflects a growing wave of Nepali entrepreneurs bridging traditional industries with modern market demands. By positioning heritage food products within a luxury retail framework, Makuse is tapping into both emotional value and aspirational consumption.

Makuse’s portfolio includes a diverse range of traditional and fusion sweets such as Pustakari, rose–pistachio Gudpak, mocha Gudpak, Gudpak–choco fudge cookies, oatmeal cookies, pumpkin seed cookies, and oats-based Gudpak variants. This blend of authenticity and innovation is increasingly resonating with younger, urban consumers as well as international buyers.

A significant factor behind the brand’s growth is its integration with digital commerce. Through online platforms, Makuse enables seamless ordering and delivery services, making it easier for Nepalis living abroad to send gifts directly within Nepal. According to the company, orders are increasingly coming from markets such as the United States, Australia, Japan, and various European countries—highlighting the expanding role of diaspora-driven consumption in Nepal’s retail sector.

Industry observers note that Nepal’s gifting market is undergoing structural expansion, supported by rising internet penetration, digital payment adoption, and changing consumer behavior. Gift boxes and curated hampers, once considered niche products, are now becoming mainstream, particularly during festivals and culturally significant events.

Brands like Makuse are at the forefront of this transition, redefining how traditional products are perceived and consumed. By merging cultural authenticity with premium presentation, they are not only creating new market segments but also adding value to Nepal’s indigenous food industry.

The trend also signals a broader opportunity for Nepal’s small and medium enterprises (SMEs) to leverage tradition-driven products within high-margin, design-oriented markets—both domestically and internationally—as the country’s e-commerce ecosystem continues to mature.