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Product cover image for eSewa: From Vision to Reality—Building Nepal’s Payment Ecosystem

eSewa: From Vision to Reality—Building Nepal’s Payment Ecosystem

Anand Kumar Jaiswal, Roshee Lamichhane, Varun Sunku, Aman Kharga

Product #:W44978
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:Nepal, 2025
Details:Case (PDF) • 15 pages • 2025-10-08

Subjects:

Sales and marketingMarketingStrategy

Geography:

NepalAsia
Your Price:$9.71

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In early 2025, eSewa Ltd. was the market leader in Nepal’s digital wallet and payment segment with a significant majority of the market. However, the company was facing increasing pressure from regulators and from the imminent merger of two of its largest competitors. The company’s challenge was not only to remain strong against the competition but to keep growing and leading the industry. This changing environment required a strategic re-evaluation of the company’s position. Finding itself at a critical juncture, eSewa Ltd. had to decide which of three potential strategic options to pursue: embed banking services into a super app, continue to grow its core digital payment business with a focus on youth and rural marketplaces, or expand internationally into other growth markets.

Learning Objectives

This case is suitable for courses in marketing, entrepreneurship, and strategy at the undergraduate and graduate levels. In an introductory marketing or strategy course, the case can be used to illustrate market positioning, competitive dynamics, and business model definition in an emerging industry and market. This case can also help share the details of scaling and gaining a competitive advantage through innovation. It can help students learn about the fintech revolution, innovation, marketing, entrepreneurship, and how to navigate the regulatory challenges in the early days of building a digital payment ecosystem in an emerging economy such as Nepal. After working through the case and assignment questions, students will be able to:
  • Understand technology-oriented dynamic industries such as payments and fintech.
  • Learn about how fintech evolves in digital markets.
  • Assess competitive positioning in digital payments, including key buying factors.
  • Analyze business growth opportunities using a strategic framework.
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Case Study: eSewa: From Vision to Reality—Building Nepal’s Payment Ecosystem (English version) | Ivey Publishing