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Rupa Sunar case and a note to myself

A journal on what I saw on Facebook in last one week, and the way I felt about.



I am writing this for myself to document everything that I have witnessed in last one week on KMAG regarding Rupa Sunar case and the way it unfolded, the way I felt, the narratives and discussions and everything that I may forget in future, just like how I forgot the death of seven dalit individuals and the narratives and discussions that surfaced around that time. I realized, when anything as such case happens, how we all get involved in throwing our opinions and how we move on to never remember anything, and thus we never learn. Thus, I want to document everything as it happened, as it escalated and as I felt, so that this article keeps the memory and my feeling intact. That is why the title is, Rupa Sunar case and a note to myself.

The Start

It was June 16, 2021. I had just reached to my office and as was scrolling my Newsfeed, I saw video of a lady talking about caste-based discrimination she went through. I shared the video on my timeline. Honestly speaking, until this point I had no interest to take the post to KMAG page, as this is the regular issue I get to witness in our country. People complain, react, share, comment, and move on. I don’t see anything happening further, so I don’t take such quick rant over my page for sake of sharing. Then my colleague told me, about the girl, which until then I didn’t even know anything about. I learned that she is a media person and that made me curious to go to her profile to learn more about her.

As I got to her wall, I saw a post where she said, “I am going to file a case against the house owner. I am not the kind who fears and tolerates discrimination.”

This post immediately impressed me. “Okay! there you go. We need more people like you in this country who does not just complain on social media but reach out for justice through due process.”

This post was the reason, I wrote this on KMAG:

The girl in the picture is Rupa Sunar, that you by now must have heard of, who had uploaded a video on her Facebook stating how she is denied a flat for her “caste,” as being Kami.

That indeed was a courageous thing to do, that many fear to, often keeping within themselves. Some do speak up like she did but it often gets limited to exposing the harsh reality with some added tones and words of anger and frustration, where more join to rant against society and established wrong practices but in the end, the talks and angers vape out with no meaningful impact other than maybe seeding the aspiration and values in new generation against the discrimination.

Nevertheless, this country is not as bad as it seems on ground when it comes to laws and constitution and the institutions that are built up on the idea of equality. Problem is, many people limit their suffering to only complaining without stepping out to fight for the justice.

However, the girl, Rupa Sunar, went beyond social media. She went to file a complaint against the woman (house owner) in police station and now going to drag the woman to the house of justice, where the woman has to learn that this country has come way forward than her time and there is no excuse and space in this society and country for the casteist mentality.

This is where the actually bravery is shown. ❤

Many victims need to learn that it’s very important to reach out to authorities seeking for justice and not just keep it within self, because, first it will give a strong message to the perpetrator that this country does not function anymore per their age-old discriminatory practices. Secondly, it sets an example that if anyone chooses to live by those age-old discriminatory practices, they will have to face the consequences.

Since, most people never face the legal and social consequences for being complete turds in the name of “chaliayeko chalan…hamro sanskar,” the discriminatory practices still lurk around loud and proud.

Thank you girl for not settling only with social media post. More power to you.

Through the post, I wanted to encourage everyone to not just rant on social media but also take an action to punish the perpetrator, so that people fear to treat any discriminatorily based on caste or race.

What happened next

The post got huge positive response, everyone applauded her, stood by her, supporting her. Until then, everything was fine.

Then social media took a turn into a debate “if a house owner can decide whom to rent the place, even if that decision is made based on caste?” This is the typical pattern and direction that any race or caste issue take. The deep-rooted casteism gets backed by conservatives with strawman logic and argument, as part of their defense mechanism, like for last time, when the Dalit guy got killed, argument was “it’s obvious for parents to chase any douche coming to take their underage daughter.” Same thing happened in this case. I was observing that in different pages and groups and my newsfeeds.

KMAG’s nature is, it picks up the context and runs a discourse, provoke thoughts, forcing people to think from different aspects; challenging biased thinking and logic, and seeding the principles and introducing liberal values.

Part of the nature, I dropped this post:

Purpose of the post was to make these youth realize how they indirectly support casteism in practice by not standing against.

Till this point also, everything was good. Everyone was having fun, taking things positively and agreeing that change must start from self.

That evening, I even went LIVE, had quick chit-chat with page followers, so far so good.

Next day, June 17, 2021, I posted this

I was making this post in general that every fighter could relate.

Meanwhile, on social media, debate on “caste-based reservation” had begun. Sad of all, people justifying caste-based discrimination blaming the reservation system. In response, I wrote this:

Most people from privileged class don’t understand the concept of reservation because in their eyes all they could see is two humans trying for the post but one side is favored more than others. They don’t see a human is not made just only of flesh and bone. The day they realize that whoever they are, there is a part of history and culture and psychological blocks and social equity along with their certificates and skills, sum of which makes up a human, they will start accepting the fact that it’s unfair to make two humans compete against each other solely based on certificate and skill, when one side has heavy weight over history, culture, psychological blocks and social equity.

Now, things slowly started parting away from here. As one of the followers said:

KMAG has most of the followers from privileged class or say high class. Are you doing this to get backlash?

To give a more broader perspective and give the self realization in the way our youth think, wrote this:

To most of the youth today, if you ask, “will you marry someone from different religion or so-called lower caste or widow?” most of them will have the typical answer “I will if I am in love with the person.”In surface, that sounds legit. But if you go deeper, you will find the reason is different. Naturally speaking, long before you develop a feeling for someone, there must be a desire and want to get the person. That desires and wants as manifest further, you develop the feeling for the person.Like for example, you saw a person and you liked the person instantly. That’s attraction, but it does not hold any desire or want right away. Next phase involves knowing the person. Most of the very same people who would say “I will marry if I am in love with the person,” will immediately give up the idea of wanting or desiring the person after knowing the caste or religion or widow status calculating the possible complication from family in future. Thus, from “attracted,” in most cases, it never moves to “falling” or “in love” because they don’t dare to take a chance at all.It’s same like khas people never developing the feeling for someone who shares the same last name.That complicated the issue is, blame it on family or society.Only progress we have made in compare to previous generation is that, we now say ” will marry if in love,” which the previous generation would right away say no. But that does not mean our generation have reached the desired state. Until we don’t reach to a social construct, where when someone likes a fellow human, s/he can let themselves to manifest the feeling without having a second thought or fear of family or society, we haven’t actually accomplished true liberty from old-age dogmas and concepts.

There was no reason to disagree here. It was received mostly in a positive note, except few disagreeing to the post.

After an hour, wrote this again, to state that, there is no as such “will change with time if we don’t change now.”

Most of our parents were quite liberal and progressive in their 20’s in compare to their parents. They too didn’t actually believe much on God and traditions. That’s how they picked modern attires, modern lifestyle for their time. The reason they chose to go for family planning limiting children to 2-3 were also their “modern thinking” then. Likewise, sending us to English school, instead of Sanskrit; never forcing us to do Puja or anything “Brahmanic act” were also the result of their progressive mindset. But as they reached to their 40s, they stopped to progress further in their perspective because as people grow old, they tend to be conservative because at some point everyone likes to settle and be rigid to. By the time they reach in their 50s, they would be in the junction of life where new world doesn’t make sense to them much and then some of them slowly crawl back to their parents time because that makes more sense to them. Thus, in the name of preserving culture and tradition, they pick up the age-old practices and values. Three steps forward, two steps backward. Actual progression being one step.Thus, some young people saying, “from our generation onward, things will be different” is coming from a naive way of thinking in 20s. This generation too will be conservative and rigid, going back to age-old traditions and practices in their 50s unless the traditions and practices are killed once and forever systematically otherwise it will be like India.70 years since the independence and the most progressive ideas in constitution yet still struggling to move an inch far from age-old race/religion/caste based practices because they somehow thought overtime people would change. It didn’t work and it will not work. One and only solution is kill it once and forever now or never. Otherwise, humans will be keep on circling vicious cycle of three steps forward, two steps backward.

Now, this is where the bumpy ride begins!! Few sentences there offended “conservatives” and “undecided,” ones. They don’t like when you touch their culture and tradition making it look inferior to any other things, definitely not inferior to modernization. Now, the page is under the radar of conservative moods.

Then what happened?

June 19, 2021. By this time, people had already learned who the house owner was. The lady was from Newa community. All this time, most people were thinking that it must be that “upper caste bahun versus lower caste kaami” thing. This twist gave laughs among some of the people from “bahun community,’ making fun of themselves saying “chori nadiyepani gaali khaane haami, kotha nadiyepani gaali khane haami.” Why do we always get the blame?

This was when I sensed this social media debates and narratives taking the ethnic color. The problem is about casteism and not community. Casteism exists in almost all communities and as long as we don’t fight on ethnic line to defend our ethnicity, and make it a common agenda, we are never going to end the casteism in this country. For that reason, I wrote this:

Whenever there is caste-based discrimination, first immediate picture comes in everyone’s mind is a “bahun” and “damai/kaami.”Likewise, when a talk on reservation comes, immediate picture comes in mind is that of “dalit.”In reality, caste-based discrimination is almost throughout the ethnicities. Similarly, in reservation system, “dalit” barely takes 5%.This explains how we collectively are out of touch with the reality and how much we as a society have failed to inform people on actual issue without holding black and white assumption. Even the so-called educated clusters are not able to break the black and white thinking and that’s because the whole media and societal narratives have always been bahun versus dalit. When was the last time, you read an article or social media contents talking about “Upadhya bahun” not willing to get in marital relationship with “Jaisi Bahun” or Shakya having problem with Manandhar? When was the last time have you read an article talking about different caste-based social hierarchy in practice even within the ethnic community? Did you know even within some of the dalit community, there is upper and lower caste? Probably never unless it involves bahun versus dalit story. It’s time to think beyond the media-fed idea of casteism and get more broader on the issue and be equally vocal throughout the cases and not just when it involves “dalit,” if you truly want to see the end to casteism and caste-based discrimination in this country.

This post didn’t attract hate or disagreement. Almost everyone was fine with it.

Then to give a broader perspective on how elitism comes into practice over time, I wrote this:

“If you don’t have master degree, you won’t be eligible to reach to top position, be it in government or private, irrespective of how smart or qualified you are, or how well learned self-educated person you are.”Many people don’t see anything wrong in that. Back then it was Vedic knowledge for recognized community, and now it’s academic knowledge from recognized institution. Fundamentally, it both means the same. People here need to be taught more about Elitism and how most of our societal segregation and privilege status for few ethnic groups and clusters were result of elitism and why we shouldn’t be making the same mistake creating an institution that breeds a ground for elitism – just in different form and name.

June 20th, by this time social media had gone too toxic. Case had already gotten an ethnic color. Conservatives were steel-hard to justify casteism. People started making fun of “kotha napayera muddha,” making troll of Rupa Sunar. See all that, I felt so sick and wrote an article published through this website, What do I think of Nepalese youth in general. The post did well.

June 20th, 9:00 PM, I posted this out of anger and frustration for people not understanding the actual issue and why it is wrong:

When you are up for renting your house, you are up for a business. When you are into a business, you can’t have discriminatory policy against gay or race or caste or gender. Like a company cannot defn job or a taxi driver cannot deny service based on race or caste. If you don’t understand this little thing, you should be burning your certificate and go live in a cave. You don’t belong to a civilized world.

By this time, social media was stormed by conservatives to attack anyone and any post that does not agree with their argument “it’s house owner’s right to decide whom to give.” This post got stormed as well with disagreed individuals.

Looking at people’s logic, I wanted them to think this way as well, so wrote on more post for the day as a goodnight post:

Just observe a road accident and how two quarrels at each other with their own logic defending their own act. Or just observe any fight at house or among peers. Most of those fights and arguments are louder on “logics.” But when the quarrel is taken to court or among wise people, the case is judged not based on subjective logic presented by the parties but based on principles and established laws, to decide which side is wrong. Our brain is capable to find an explanation to defend rape, murder, corruption, bullying or any inhuman act if it has to. It’s part of defense mechanism of a brain. Defense mechanism is so strong that it can entrap anyone to not see rationality and wrongs by principles and morales. Thus, don’t be so obsessed with your brain-generated logic. Such logic can be very blinding and self-serving without critical thinking.

June 21 and onward

Next morning I woke up. The issue was not settling, and I knew there is no way the age-old deep-rooted casteism would go just like that overnight, so as an immediate solution, I proposed this for people to think over.

While observing the whole saga, listening and reading different perspectives from all, I wanted to make it clear from my side and wanted to emphasize again and again that the real culprit in this country is not any specific caste or ethnicity but traditionalists/conservatives and the fight is all about them and to win over them, we should not be ganging up per caste or ethnicity. Progressives must come together forgetting the ethnic group or community they belong to and fight hard against them if they want to see this country moving forward towards modernization. As long as we don’t see ourselves beyond caste and ethnic line and see more from progressive versus conservative line, we are not going to find the solution in true sense. For that, I wrote this:

Have you noticed that most people voicing against casteism, talking about importance of reservation are also from Chettri/Bahun community? There are huge number of people whose last name belongs to Chettri/Bahun but stand firmly against Casteism. Likewise, huge number of people from “hills” who stand firm against regionalism. Huge number of people from “privileged” class who stand firm for marginalized community.So the actual fight in this country isn’t based on race or caste or region based communities anymore. It’s on conservatives/traditionalists versus progressives. So it will be very wrong to make the argument based on caste or region and generalizing per se. Make it about conservatives versus progressives. They are the new community who are going to define and draft this country’s norms and values and future.

Same day, I also published an article proposing what we in individual level can do to eradicate any form of discrimination.

In the evening, I published a satirical post to counter the argument trending in social media blaming quota system for the discrimination.

Back to back, I threw another satirical post:

No privileged men dare to talk against reservation for women because that sweet pie benefits their own wife or female family member nor they dare to talk against reservation for “adibasi/janajati” because the mongols and newa communities gonna scare sh%t out of them if they speak against.But when it comes to Dalit, oh dear! they can go on with their “logic.”Have you noticed that? It’s funny how their tones shift the pitch selectively.

Most of the followers understood the gist. Didn’t disagree much.

Then wrote back, in a soft note to make people realize that reservation does not protect discrimination and it’s an unnecessary fear and illogical argument.

With this post, I ended the day just to make sure they know our way of doing things and reason behind:

Next day, June 22nd, once I reached office, I wrote this to encourage people to empathize and understand any group’s voice instead of being too desperate to counter attack with your own opinion.

One of the important things I learned with time is, if all women come and say something not right with how they are treated, as a man just listen and try to understand rather than calling them “you are wrong, you are not understanding.” Likewise, if all madhesi or adibasi or janajati or Dalit come and tell you that they have been feeling something terrible and unfair, as a group member from different community, just listen instead of arguing back trying to prove them wrong.When everyone from the group collectively feel something, and propose a solution, just listen and try to understand instead of trying to prove them wrong. You are no way in the position to understand the problem of the group that you don’t belong to, to propose a solution, so give a serious thought over the proposed solution rather than trying to outsmart them with your own hypothesis or opinion that is out of touch with the reality.I wish I knew this in my early 20s itself.

By June 23rd, things had gotten really ugly, which I had already sensed but didn’t want to speak on yet. My Facebook newsfeeds were flooded by people from Newa community asking for “immediate release of the house-owner lady,” who had been in the custody for last 3 days for investigation over the charge made my Rupa Sunar.

The caste-based discrimination case taking the ethnic issue totally blew my mind. One after another, almost everyone belonging to Newa community, voicing strongly against Rupa Sunar, made me worried the way things turn in this country. The case is for investigation, which anyway will be investigated and we all will get to know. Until then, people were supposed to calm and let the police and judge do their work. After all, they are not there to punish innocent.

Meanwhile, people like us, all we were doing was running the discourse on casteism and reservation. As you can see above, other than that one time, we never uttered a word for Rupa Sunar, nor we had wrote a single post vilifying the house owner, Ms. Sarshwati Pradhan.

As we had enough, we wrote this:

Hears the news on caste-based allegation. Jumps out of closets and shout:”Say no to casteism.”After a while, checks the last name of the alleged person, and sees the person belongs to own community and then suddenly the u-turn with some bullcrap logic to defend.6 months later,”yo Nepal ma system kina basdaina??” “why no one go with system and principles??”Karma bro, Karma. You reap what you sow. It’s a vicious cycle. Change starts from self or keep circling the same craphole.

AGAIN TO GIVE A BROADER PERSPECTIVE ON, why we fail to build a system in this country.

The comment we got on the post:

This guy is falsely accusing us “defaming the accused,” when there was never a single post from us defaming the accused. The comment got 15 likes.

Another comment:

And another

This people were going on blaming us “not hearing the other side of the story,” when throughout the time, we had not been involved at all passing our verdict over the case. We were only having talks on casteism and reservation and how denying anyone flat is an act of discrimination.

Check all the comments here:

DAMN!!! Out of no where, we became NEWA HATER!!

I felt so sick with how the whole things are being turned into. Until this time, I have been maintaining to not say anything neither about Rupa Sunar or about Ms. Pradhan, but these people just made me look like as if I have been all here to bash Ms. Pradhan.

Here, I felt the need of telling people how system should work and why they should not be emotional fool, because in that case, we will never attain the country run by system, so I wrote this:

I have always been a strong advocate of RULE OF LAW. I never consider alleged person as “criminal” and nor I call “fair trial” a torture. It’s must-to-follow process so that everyone can reach out to authority to sort out the conflict.

But the way things turned, made me really really sick. Some people even got to the level mocking KMAG without even understanding what is that “Tips for the Post” for. To learn about, you can check this post.

This Saurav guy was someone I knew in person. He unfriended me for his self-constructed reality of KMAG.

All this thing, made me kind of depressed, sad and pissed off, all at the same time. From last one week, all I was doing and trying to do was make people talk about casteism, discrimination in practice; talking about reservation and the importance. You can see, you don’t need to be a bad guy. A bunch of people charged with their own perception can storm to your zone and label you anything they want and make you a bad guy.

I was like, I can’t deal with this people. I deserve some peace, so I posted this:

This country is sh%t and it gonna take a lot time to finally call it a beautiful place of beautiful people with rational minds.For now, all I can do is, make sure I detach from people who directly and indirectly protect casteism, racism, sexism, homophobia, or any form of discrimination by calling it “individual’s right.” I make sure I don’t hire people who hold such kind of thoughts and beliefs. I make sure I don’t support and build any kind of professional or personal tie with such mindset. Zero tolerance towards any kind of discrimination should be my life moto and policy of any organization I lead or I get involved with.That’s the best thing I can do, and I believe everyone like me should be doing, to end the discrimination in this country because law and constitution alone cannot bring change if in individual level we don’t carry the same aspiration and commitment towards. To everyone who believe “a house owner can deny flat to anyone purely based on caste, race, faith or gender or sexuality,” can unlike this page. Won’t miss you. I make sure I never be friend with you or hire you or build a tie with you of any sort. We don’t belong to the same timeline of human civilization.

I didn’t even feel like going through the comments, coz I was done with all this. After the post, I lost around 100 followers. No regret.

As people were debating over if an alleged person should be put into custody for investigation or not, I thought they need this perspective, so I said:

The comment there as well all about Rupa Sunar and the lady.

and the news came, the woman was released with no charge being filed on the ground of “lack of sufficient evidence.” Heard, Education Minister Krishna Gopal Shrestha went to personally pick her up and apparently he played the role in settling the case. Whatever, I was already feeling done with this whole crap.

Passed the news with the caption:

Custody is not “jail.” Investigation doesn’t mean calling “guilty.” It is just a part of process to learn the matter. Rule of law is a beautiful concept. Complying with it isn’t a sign of weakness. Few things to learn from this whole saga:
1. You can be dragged to investigation if you are alleged to practice any form of discrimination and there is no discount calling it “my choice.”
2. Allegation doesn’t mean being guilty without proof and thus no need to lose your mind or panic.
3. Custody isn’t jail. It’s just a place to put alleged person to interrogate and investigate the matter.
4. Evidence is what matters the most in the end.5. Fair trial is the best way to deal with any matter.

I went off of Facebook for the day. The toxicity on Facebook was too much to handle. In the evening, Mero Addaa had conducted a “educational segment” to educate people on the issue. The comment box was stormed by the very same “educated youth” all set to prove everyone else wrong.

Evening, I thought of every individual, especially from Dalit community, who were thanking us for raising voice for them; I thought of every progressive who were fight nail and bite for these people trying to make people understand reservation system. I was feeling like a soldier who lost the battle and standing amidst humiliations. I didn’t feel like saying anything but this:

From June 16, to June 23rd, what I had witnessed in this country, the arguments, the counter arguments, the logics and defense and the way things turned from discrimination-based issue to ethnic, I for the first time gave up on this country and people. But I was trying to console myself with the conversation I had with Ujwal dai:

A conversation between a wise man and his disciple:
“Humans mostly learn through experience and not through lectures .”
“If so, what’s the point of discourse and dialogue; books and teaching?”
“The purpose of any talk is never to change others right away. It works as a seed, and sometimes as a reference to validate own thought.”
“Didn’t get you.”
“Okay think like this. Now you read an article on a divorced couple. You won’t be able to relate anything. But when you go through the same experience, then out of nowhere the things being said in article will come into your thought process in a subtle way. It’s like college course. While studying, you didn’t understand anything much but once in jobs, those knowledge came into life.”
“And validate thing?”
“Humans are constantly thinking and contemplating, figuring out what’s and how’s and why’s but they are often doubtful about their own self-discovered answers and when they hear or read something stating what exactly they been thinking, they feel validated and gain more confidence toward their discovered thoughts and answers. “
“Humans learn mostly through experience only but keep planting seeds in them … the seeds planted never go waste.”

Next morning I woke up, I didn’t feel like saying anything. I just posted a plain image for nothing or maybe just to tell, this is Nepal, this is exactly what Nepal is, even though we may see people in jeans and smartphones, riding through roads and by concrete buildings.

I took a break from work and had gone somewhere for a family function. Throughout, I was thinking so many things, started questioning the whole mission I am driven by, the KMAG, the youth that I would love and care and try my best to speak for. I started asking myself “WHY I AM DOING THIS??” Why should I talk about what women go through in this country?? Did any one of them come to defend me when people out there were bashing me and calling me stupid, ignorant, anti-newa and what not all?? Why should I talk about gay, should talk about underprivileged, or talk about Madhesi? Why should I even talk about any sociopolitical issue?? This country is not going to change over my words, nor they give a dime about my effort. In all this depressing thought and contemplation, I wrote this:

I am a man.I am straight. My last name makes me “upper caste.”My social and economic status make me “privileged one.” There is no reason for me to fight for women’s cause nor that of homosexuals or “underprivileged” or marginalized if I have to make it all about me. There is even no fun being the odd man out wasting time and energy over something that you can’t change anyway other than just offend your own privileged kind. Actually there is more advantage by going with the whim, going with the status quo; take no side, take no fight. Just chill and relax because you aren’t the one suffering anyway. Enjoy your privilege, rise and shine, please everyone, say what they want to hear, take no stand. Why bother for the change when you aren’t losing anything anyway?

I felt bad for people blaming me for nothing, when all I was doing was running discourse and setting narratives on casteism and every other form of discrimination in practice. More than that, I felt bad coz when was I getting hit, left and right, not a single person out there to tell, “hey! we have been witnessing and he never said anything like that.”

This is when I realized:

Worst feeling is not being attacked by opponents or people that you were fighting against. Worst feeling is when you don’t see any support and protection from people for whom you are fighting for.

For now, I am done with everything. If you have read from the beginning till the end, you also now know, how toxic social media is, and how you can be painted black just like that by bunch of emotional fools. All those people coming with heavy words to attack without even giving a second thought where it is coming from and why, should be ashamed of themselves. Hope they grow mature enough to not judge plainly on their own perception and interpretation because of “I felt so.” Passing a judgment over anyone or any work needs a thorough study of series of works from past and present from the person. If you can’t do that, you don’t deserve to be called an educated person.

Everyone has a breaking point. I am afraid this incident is my breaking point. I am no more proud of youth in this country. I am now more skeptical about different ethnic groups and their mindset. There is too much of stake to lose and it’s not worth it!

Thank you for reading. I didn’t write this hoping anyone would read. I wrote it for myself to remind myself of what had happened, and how I felt. This reminder is very important for me to set my priority right.

Just wanted to put together everything and show you what happens on social media. Hope this incident will be a very good learning for you as well.

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Come Together Community




“Come Together Community” is a campaign initiated by KMAG with an aim to bring together all the cafes and restaurants and help them grow through collective learning and support, where KMAG will act as a bridge to connect people involved in cafe and restaurant business and stand as their media partner throughout the journey.

To understand the campaign and how it gonna help the restaurant and cafe entrepreneurs, we first need to understand some of the harsh realities; problems and challenges that the community suffers from.

Case 1

Mr. Rabin invested 1 cr in a restaurant business. It’s been 1 year now and his business is still not doing good. He wonders what went wrong and what he could do to make things alright, but he has no place to go to find the answers.

Case 2

Ms. Shilla started an amazing cafe. It has its own stories, expertise, specialties, themes and vision, but no one knows about it. She wishes someone could write about her cafe, talk about her cafe and let others learn about the amazing stories and ideas behind the cafe.

Case 3

Mr. Shiva runs a restaurant and bar. Police often comes harassing him for some or other excuses. Likewise, vendors and sometimes locals trouble him. He does not know where to complain and he does not want to write about it on his social media pages because he is scared of creating more trouble. He wish there be someone who could voice for him, lobby for him, and fight for him.

Case 4

Mr. Prabin is back in Nepal after working for many years in Dubai. He wants to start a restaurant business with his hard-earned money but he is totally clueless about the market. He wishes he has someone to tell him where to buy furniture, where to buy equipment, how to build the right team, and so on. He is looking for a group consisting of experienced people who could guide him through.

Those are a few common cases every restaurant and cafe owner have felt and wondered.  We, humans, are better together.  As they say, united you win, divided you fail.  A lot could be accomplished if restaurants and cafes come together.

The “Come Together Community” Campaign is basically an attempt to help restaurants and cafes to grow and thrive through collective learning and support so that people like Mr. Rabin get to learn, Ms. Shilla get to talk, Mr. Shiva get to complain, Mr. Prabin get to seek for mentorship, and so on. 


We plan to bring together all the restaurants and cafe in one place through our web and app and do the following:

  1. Provide relevant information and knowledge related to the hospitality industry and the market in the form of articles, videos, e-books, and distribute among the community members, so that they could learn about their sector at an ease.
  2. Provide relevant knowledge related to businesses and marketing, and other useful information to help the community member in doing business and marketing in proven ways. 
  3. Create stories based on community members and their businesses and take it to a larger mass as a media partner.
  4. Write and fight on behalf of the community members for any issue and challenges that they have to go through because of the government or others.
  5. Facilitate discussions and networking within the community and with the people that should matter to them.
  6. Promote restaurants and cafes from the community and help them get more businesses.
  7. Supply Chain Management: By bringing all the restaurants and cafes together, we can help the community buy things in bulk, helping them get goods and services at much better deal, which will eventually help the restaurant in reducing the operational cost.


  1. To create an informed society through shared knowledge, information, and stories so that no one fails because of ignorance.
  2. To support and promote local businesses and activities by acting as their messenger (media partner).
  3. To connect and unite people with shared interests and passion, shared values and principles so that no one has to feel lonely, lost or helpless and instead feel empowered and confident.


Step 1Subscribe To The Community.

Step 2:  KMAG will recognize you as a community member and provide you a certificate, membership card, and web and app login credentials.

Step 3:  A communication channel will be built between you and KMAG Team to collect information about your business, stories that you want to share, offers that you want to throw, and help that you want to seek.

Step 4:  You will start receiving relevant knowledge and information in the app and web in a form of a newsletter.

Step 5:  Participate in different offline and online activities organized by KMAG and other community members as part of building networks and bonding.

This way, KMAG plans to work as your media partner, messenger, content creator, and leader to lead the community, protect the community, and promote the community. To put it simply, you focus on your business and leave the rest up to us.  We can do all that only when you all come together.  


For now, we have set a very nominal fee at just Rs. 5000 per year, which is like 2 plates of momos in a month.  


  1. Because you believe that you can only grow in business if you are well aware of the sector and industry and the best way to learn about your own sector and industry is by being part of the community that provides relevant knowledge and information related to the industry and sector.
  2. Because you don’t know how to talk about your own businesses and stories and you are looking for someone as a media partner who could do that for you.
  3. You have complaints and grievances against many out there, and the practices and you are looking for a platform where you could talk about it without hurting your own brand and status.
  4. Because you want to be part of a bigger circle which can help you connect with people that matter to you.
  5. Because you want to be endorsed, recognized and promoted and protected by a reputed group.
  6. Last but not the least, you strongly believe that humans are better together and in synergy, wonder happens.


If you got the idea and loving it, and want to be part of the community that we are building, please CLICK HERE TO APPLY for the membership, and we will visit you to explain further and get you onboard.  

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KMAG App: Frequently Asked Questions




What is KMAG App?

KMAG, aka Knowledge Magazine, is a subscription-based digital content distribution platform, which distributes informative and educational content, along with entertaining and recreational content, to its users according to their need and interest.  

Is it a free app?

No.  It is a subscription-based content platform that users have to buy subscription to access the content.  

Is it ad-free?


How is KMAG different from social media or other user-generated content platforms?

KMAG functions like a traditional media with its own editor-board, which works as a gatekeeper between content creators and KMAG users, that every content that goes to KMAG users will be first reviewed, fact-checked, and all the needful checks to ensure that KMAG users are not misinformed or misguided.  Also, since we are not an advertisement platform, we don’t push ads nor trade users’ data with advertisers. Simply put, we are a media-like content platform with no ads, that sustains over subscription revenue.

Who are the content creators for KMAG?

Our content creators are educators, intellects, experts and experienced individuals with a passion of sharing their knowledge and information or perspectives to others. 

What types of content are available on KMAG?

For now, we cover, readable content (Read), video content (Watch), graphical content (Scroll), along with a discussion forum (Discuss).  

How does KMAG know its users’ interests and preferences?

While signing up, users choose their field of interest from all the available interests options we have set.  Once the user gets inside the app, they will get to tailor their own taste and preferences to narrow down the options further.  This way, users will eventually be seeing only what should matter to them.

What is Referral Code?

Every user has a unique ID that can be viewed in their profile under the “Referral Code.”  Users can ask their friends to use the code while signing up to KMAG, so the user can earn a reward point from KMAG.  Our plan is to turn the function into a virtual currency that can be used for various transactions and activities within our app.

Why is there no “Free Trial” for a first-time user?

KMAG is a very new product, and it’s obvious that people would want to know what it offers before they buy the subscription.  We have our own reason to force a subscription.  It has to do with our business model and business logic.

We have divided our users into 3 types:

  1. Believers:  Who believe KMAG and/or content creator/team associated with the KMAG, who don’t care what’s inside.  They just want to get in as an act of support by taking the leap of faith.
  2. Prosumers:  Who wants to see what’s inside KMAG App, and after exploring, would want to decide whether to buy or not.
  3. Consumers:  Who have heard a lot about KMAG and also want to get in.

Believers include fans and followers, friends and family, and early adopters.  Prosumers and consumers are strangers and skeptics.

For now, we have launched the product for believers.  The content business has “chicken and egg” problem.  Until there is no good content, there won’t be an audience.  Until there is no audience, you can’t produce good content.  So to begin with, in first phase, we want to onboard believers who don’t come for content but for regards to the idea and cause.  We plan to get around 1000 believers, through whom we will be raising 20 lakhs Nepalese rupees that we will be investing in the content.  

Once we have good enough content, we will be working towards onboarding prosumers.  This second phase will come with the trial.  The actual test will happen here.  Once we pass the test, we believe consumers will be naturally onboarded.

So, you can call it the “bootstrapping” approach we are taking in this first phase of launch focusing on believers.  If you are not the believer, you can wait for some time.  Once we are ready for the prosumer level, you will be notified and you can try out “trial” and see what we have to offer.  

What are the benefits of becoming “Believer?”

The following are the benefits:

  1. Believers get to witness evolution of this app and business model, which will be a great learning for those interested to see how an idea evolves into a giant company. 
  2. Believers will be the first one to test and try every new feature and concept that we would be incorporating in the app.
  3. Believers will be recognised as the most-valued users and will be given the privileged status.
  4. Believers will be rewarded in the future as we grow.
  5. Believers will be our preferred individuals in our team and partnership building as we grow. 

Is there way users can earn money through KMAG?


We believe in “share your gains to grow,” as per which we have a monetization policy for our users to earn money through us.  For now, users can earn money in following ways:

  1. Referral:  All the users have their own referral code that can be viewed in the profile section.  By asking friends and circles to download the app using the referral code will earn the user money.  For now, we are rewarding 20% of the subscription amount to the user, which means for every Rs. 300 we earn, we giving back Rs. 60 to the user through whom we earned the new subscriber.  
  2. Content:  Users can contribute their original content and we will pay a justifiable amount in return.  Content can be article, video, photographs, graphical content, or even quality comments.

Note:  For now, the monetisation offer is available only for resident of Nepal.  

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KMAG App: What it is and who it is for




KMAG App is now available on the Playstore for android users.  Hope in a week’s time, it will be available for iOS users as well.  It’s an ad-free paid app that users can buy monthly, quarterly, bi-annually, or annually subscription to avail the service.

In the age of Internet and social media and other content platform flooded with free content, the obvious question everyone may wonder “who will pay for content in this world with free content everywhere?”  Money Heist isn’t free content, lots of movies and arts are not free content, many research papers and writings are not free content, and lots of sounds and images are not free content.  So, the truth is, internet world is divided between, free content and paid content.  We chose to walk the road to paid content.  We are strongly against ad-based content platforms and nor fond of unchecked user-generated content platforms. The reason is explained HERE. (

Back to the question – who will pay for the content?

There is this guy named Surjay Gurung, currently working in Dubai.  He has his wife and son back in Nepal and retired parents.  He spent his early life in India as his parents used to work there.  I don’t know much about his life but I can tell he is a man who wants to level up his life, for himself and for his child.  Somehow he landed up in Dubai like many working-class heroes.  With his honesty and the right attitude, he did well and started earning decent money.  His aspiration to have a better life got him on the road to self-educating on investment, life, values, and so on.  He is a great admirer of KMAG and takes things, we say, seriously.  The KMAG audience fascinates him – the educated urban youth. He never got the chance to live that life. Maybe he wants that life for his child. He sometimes call me to take advice on investment and other parts of his life.  He likes to call me his mentor.

My wife, she spends most of her time on insta videos and tiktok in her spare time.  I sometimes tell her, “instead of all these useless things, it would be better if you watch something that actually helps you in your personal and professional growth.”  She often responds with “tell me then what to watch.”  She wants to be recommended books and articles and videos to watch.  Like her, I have met dozens of people, who are interested to spend their spare time on useful content but they themselves don’t know what is useful and what is not in the ocean of the internet.

The other day, a young mother was complaining about her child wasting his time on his mobile.  It’s not that she has a problem with him using his mobile.  She has a problem with him wasting his time over useless content.  Her saying was “at least could make use of the internet for his own study and growth…wish there were as such platform.”

In the time like the MCC debate, we get lots of messages from people asking us to write an explanatory article on the issue.  We also get lots of messages from people asking about what to do with their personal issues, sometimes regarding relationships, sometimes regarding education/career.

Those are just few examples of reality outside the internet world.  There are thousands and thousands of people who have the internet at home, mobile in hand but because of lack of motivation or lack of timing or clues, often get lost over mountains of content. KMAG App is for such people.

KMAG, which we call a digital knowledge magazine, is a content distribution platform for its users according to their interests.  People like Surjay can get to read, watch, view, or discuss on things like investment through KMAG App.  People like my wife can read, watch, view, or discuss over things that would help her to learn or understand things of her interest through KMAG App.  People like the young mother can enroll her child to learn only good things through KMAG App.  In a time like MCC, people get to understand the issue as it is instating of researching on their own.  Those people who would message us seeking for advice and answer don’t have to reach out to our inbox because KMAG App is here to regularly feed them what they need to know.  

The question comes – will they pay?

Honest answer, we don’t know.  But we know, people didn’t pay for internet either, people didn’t pay for education either, people didn’t pay for water either.  But over the time, they started paying because they started realizing the importance of or they started to feel “better to pay and get things at ease than struggle for.”  So any new idea starts from a handful of people who would understand the essence and significance of such service or from the people, who pay because they can.   You don’t have to pay 300 rupees for momo but some do anyway because they can.  You don’t have to pay for bottled water but still some do, because they can.  You don’t need to subscribe to Netflix when can borrow from a friend, but some do because they can.

So basically, for now, we are not for everybody and it’s okay with us, coz Netflix neither came to serve everyone.  They started as a DVD delivery company for those who can.  They were not for people who could walk into a store and buy/rent DVD.

What we know is, our success lies on our ability to help people grow personally and professionally through us; help people learn and understand things that they otherwise would not know; ease people’s life in getting right information and knowledge through us.  That will be our focus for now trying out within the people who trust us, who believe us, and who can pay the subscription fee for our attempt to help them get informed, get smart, get connected with like-minded all KMAG App.  If we prove ourselves to be the solution that the modern world is desperately looking for, I am sure we will become a household name.

Our journey has just begun after years of experimenting and exploring and learning from Facebook page with believers and supporters by our side.  Wish us all the best.

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