From Malaysia to success: Itahari’s sugarcane juice story

KATHMANDU: Saroj Gautam, a resident of Itahari Sub-Metropolitan City-6, has been running a sugarcane juice business for 11 years.

During the peak of the hot season, his earnings can reach up to Rs 90,000 a month.

The growing heat and the presence of sugarcane juice stalls along busy streets not only offer refreshment but also boost the income of local vendors.

Gautam, who worked as a security guard in Malaysia for seven years before returning to Nepal, began his business in a small alley near his home in Itahari.

Over the last 11 years, he has steadily grown his venture, with a monthly savings of around Rs 40,000 after expenses. “Selling sugarcane juice has allowed me to support my children’s education and cover all household expenses. It’s better to run my own business in Nepal, even if small, rather than suffer under the harsh sun abroad,” Gautam shared.

Initially, Gautam tried operating a tempo, but when that didn’t generate enough income, he invested Rs 70,000 in sugarcane juice-making equipment. “Sugarcane is easily available, and I even lease around one bigha of land in Barahkshetra to grow my own. When I need more, I buy it from other farmers,” he explained.

The fresh, flavorful juice is not only popular for its taste but is also considered healthier by customers in Itahari, including Asmita Shrestha. “It’s much better for health to drink freshly made juice from a local stall than buying ready-made juice from stores,” she remarked.

Similarly, Deepak Shrestha from Dharan, who worked in Qatar and Iran for a decade, returned to Nepal and expanded his sugarcane juice business across various alleys in Dharan. “Though the beginning was tough with many challenges, this business now brings satisfaction. I have two partners working with me, and we have established stalls in Dharan, Itahari, and other places,” he said.

Despite the small initial investment, Shrestha highlighted the challenges of buying sugarcane, acquiring equipment, and competing in a saturated market. “At first, customers didn’t come to us. We had to go door-to-door to sell. But now, people call us to find our stalls,” he added.

Shrestha’s business has provided employment to one person for the past decade, and he has expanded his sugarcane farming on three bighas of land in Jhapa, where he employs two more people. “It’s rewarding to create jobs while running my own business. Although it’s not always predictable, the income is good, and after covering all expenses, we save about Rs 70,000 a month,” he shared.

For Shrestha, the business is not just about profit but also about providing a healthy and environmentally friendly alternative. “Ready-made juices often contain harmful chemicals. We use sugarcane, rock salt, mint, lemon, and homemade ice to make our juice. It’s sold for Rs 50 per glass,” he explained.

For Amir Khadka from Itahari-20, the sugarcane juice business provides a steady income during the hot months. “In winter, I work as a laborer, but from mid-January to August, I focus on selling sugarcane juice. During this time, I earn around Rs 60,000 to 70,000 a month,” he said.

As the hot season begins, sugarcane juice stalls have become a common sight in the markets of Dharan, Itahari, and surrounding areas.

With minimal investment and significant profits, the business has attracted many entrepreneurs, making it a popular choice for those looking to earn a living during the summer months.