Biratnagar: When comedian Haribansha Acharya quipped that “whatever Mahesh Jaju touches turns to success,” few in the audience doubted it.
For more than three decades, Jaju has lived up to that reputation, turning risky ventures into household names and exporting Nepali flavours far beyond the country’s borders.
Three decades ago, Jaju walked away from a secure textiles business and plunged into food manufacturing. He partnered with Sarada Group to launch RumPum instant noodles in 2000—at a time when Nepal’s Maoist conflict made investment precarious and when the country’s noodle market was dominated by Rara and Wai Wai.
Betting on taste, branding, and relentless marketing, Jaju pushed RumPum into kitchens across eastern Nepal. Within two years, it crossed into India, and today it is eaten in more than 30 countries.
Jaju’s instinct for branding has always been as sharp as his appetite for risk. He brought celebrities—from superstar Rajesh Hamal to taekwondo athlete Sangina Baidya—into advertising campaigns. He pioneered coupon giveaways and creative promotions to chip away at the perception that instant noodles meant “only Wai Wai.” Over time, RumPum carved out its own loyal fan base.
But Jaju did not stop there. Under Asian Thai Foods, based in Sunsari, he introduced 2pm Chicken Curry and 2pm Veg Curry, fiery noodle variants seasoned with Nepal’s famous Akabare chillies. They too became export successes, delighting spice lovers in over 30 markets.
Now, Jaju is setting his sights on imported Korean noodles. His newest product, Devil’s Hot Chicken Noodles, combines intense spice with affordability. Priced at Rs 50 (about $0.37), each pack comes with a sweet wafer to balance the heat. Backed by over a year of consumer testing with more than 10,000 participants and Rs 10 million (US$ 75,000) in pre-launch investment, the noodles are positioned as a proudly Nepali alternative.
“The taste is bold, unforgettable, and health-conscious,” Jaju said, emphasizing that natural chillies are used in the blend. The company can already produce 400,000 packets daily and has begun test marketing in Kathmandu and Biratnagar. Demand from abroad has surfaced within days of launch, though Jaju insists on establishing the product at home before expanding exports.
Asian Thai Foods is no longer a small venture. It employs over 1,000 people directly, with another 3,000 indirectly linked. Fifteen percent of its output goes abroad, with plans to reach 30 percent.
The company has transitioned into a public limited firm and is preparing an IPO. Its brands—RumPum, 2pm, and now Devil’s Hot Chicken Noodles—are not just popular snacks; they are among Nepal’s most visible consumer exports.
Yet Jaju remains candid about challenges. While neighbouring Bangladesh provides subsidies for food exports, Nepali exporters receive little state support.
“We are ready to take Nepali products to the world,” he said. “But the government must also care about protecting and promoting local industries.”
For now, though, Jaju is content with watching Nepali flavours win hearts abroad. At a Dubai food expo, one foreign visitor exclaimed in surprise, “This is made in Nepal?”
Another, a Nepali living in Britain, broke into tears upon seeing a packet of Nepali noodles. “It reminded me of home,” he said.
Jaju believes, that his risk decades ago has become more than a business. It is a cultural export, carrying the taste of Nepal across the globe.
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