On 17th August 2026, students attended an International Guest Session conducted by Prof. Binayak Malla, Kathmandu University, Nepal, and Lead Consultant, International Trade Centre (ITC) for Sustainable Development. The online session, provided students with practical insights into international markets, product-market fit, and the challenges businesses face while entering and competing in new markets.
Prof. Malla began by discussing the Indian and Nepali markets, highlighting how differences in consumer preferences, purchasing behaviour, competition, and market conditions can influence business decisions. He explained that businesses cannot simply replicate the same strategy across different markets and must understand the specific requirements of their target consumers.
A major focus of the session was understanding different types of markets and market situations. Students were encouraged to think about how businesses identify opportunities, assess market conditions, and adapt their products and strategies accordingly. The concept of product-market fit was discussed in detail, with emphasis on understanding customer needs and ensuring that a product provides meaningful value to its intended market.
To make the concepts more practical, Prof. Malla used real-world examples such as Reliance Jio and Rimpocha, demonstrating how businesses can create differentiation and develop offerings suited to their target customers. He also discussed how products can succeed in international markets, stressing the importance of adapting to local consumer behaviour while maintaining a strong and relevant value proposition.
The session was highly interactive, with Prof. Malla presenting various business situations and encouraging students to analyse how they would respond to different challenges. This helped students move beyond theoretical concepts and understand the practical decision-making involved in international business.
Overall, the session provided valuable exposure to international market dynamics, product-market fit, business adaptation, and strategic decision-making. It encouraged students to think from a global perspective and understand that successful businesses must continuously adapt to changing market conditions and customer expectations.
Key Learnings from the Session
- Every market is different, and businesses must understand local consumer behaviour and market conditions before entering a new market.
- Product-market fit is essential for ensuring that a product effectively addresses the needs and expectations of its target customers.
- International expansion requires adaptation, rather than simply replicating the strategy used in the home market.
- Real-world business situations require flexible decision-making, as market conditions, competition, and customer expectations can change.
- Strong value propositions and innovation help products succeed, particularly when competing in diverse and international markets.