Eden Hashish Center – Progenitor of Cannabis Branding in Nepal
The name ‘Eden Hashish Center’ is strikingly reminiscent to the connoisseurs of cannabis in Nepal. Particularly, dwellers of Kathmandu valley during the hippie era of 1960’s are, to date, awestruck on lucrative business prospects shown by Eden Hashish Center.
Mr. Devi Dutta Sharma, who came from the rural reaches of western Nepal, was the architect behind this brand. His prolific business mindset accompanied by a keen knowledge of cannabis, paved the way for the brand to own the biggest private building in the capital city. In retrospect, this upheld the notion that ‘cannabis industry can be a major driver of Nepalese economy’.
In recent years, legalization of cannabis has become a notable argument in the Nepalese parliament as well as the general public. The UN’s decision to reclassify cannabis as a ‘Less Dangerous Drug’ further strengthens the possibility of its legalization. Owing to this fact, discussions related to branding of cannabis is often colloquially conversed amongst entrepreneurs interested in the cause. In light of legalization of cannabis, the strategies used by Eden Hashish Center can serve as a relevant case study for interested entrepreneurs.
Spiritual Paradigm
Since the place was strictly off limits to Nepalese populace, the entire consumer base of Eden Hashish Center consisted of foreigners who followed the ‘Hippie Trail’ to Kathmandu with hopes of escaping their countries’ war engulfed politics and mundane urban lives. They were mostly unaware of the religious and cultural significance of cannabis in Nepalese society. Mr. Sharma advertised his brand by using images of Hindu gods and goddesses, which proved to be highly fascinating and appealing to the oblivious foreigners.
Creative Product Names
While most shops were selling their products as simply ‘hashish’ and ‘ganja’, Mr. Sharma exhibited his branding prowess by creatively naming his products, despite not coming from a higher academic background. He also displayed his expertise in supply chain management as cannabis from throughout the country were available under distinct names in a single outlet.
Eden Inn Hotel
Cannabis consumption was a major force in driving the tourism sector of Nepal during the hippie era. Realizing the profitable nature of the hospitality sector, Mr. Sharma opted to operate Eden Inn Hotel alongside the cannabis outlet. This significantly increased the recognition of the brand as visitors were availed with quality cannabis in cozy air-conditioned rooms. Additionally, visitors were also served cannabis infused tea, coffee, cheese, egg, milk, cakes and chocolates at the comfort of their bed. This transition into the hospitality sector became a major impetus in not only popularizing the brand ‘Eden’, but also the widespread promotion of ‘Freak Street’ as a major tourist destination.
What if cannabis legalization is imminent?
Mr. Sharma’s successful endeavor in building a popular brand is a testimony to the notion that cannabis brands can undoubtedly flourish and contribute to Nepal’s economy. Entrepreneurs can effectively refer to the strategies of Mr. Sharma to establish a foundation for potential cannabis brands.
The lucrative prospects of tourism industry in Nepal are endless. To capitalize in this regard, cannabis brands’ marketing exercises should focus on reviving Freak Street which was the epicenter of Hippie trail from early 1960’s to late 1970’s. This is expected to increase the inflow of international tourists as people in pursuit of spiritual connections are on the rise in western world and cannabis is often associated with spirituality. Brands must opt to operate in Freak Street and extensively advertise the historical, cultural and religious significance of cannabis in Nepal.
Likewise, product marketing should be performed with least focus on the recreational aspect. Nepalese society has grown to stigmatize cannabis consumption since the imposition of its ban in 1973. Despite its growing popularity in recent years, advertisements aimed at glorifying the associated ‘high’ should be refrained. Informational adverts regarding cannabis’s medicinal values and financial prospects must be prioritized to portray its consumption in a positive light. For instance, ‘upliftment of financial status of far-western farmers who face extreme poverty’, can serve as an effective narrative while performing brand advertisements. Such issues must be extensively promoted on social media platforms and local level events by specifically targeting the older generations who possess stigma against cannabis.
