THE DOERS with AASHISH ADHIKARI || REDMUD COFFEE/MERO2PAISA || EP 10 PT2 || NEPALI PODCAST

The Entrepreneur's Unfiltered Pursuit of Legacy: Why Authenticity Outlasts Riches

In a world often fixated on rapid growth and financial metrics, the true measure of entrepreneurial success can become obscured. Many are drawn to the allure of quick profits, particularly in seemingly glamorous industries like hospitality. Yet, for seasoned entrepreneurs, the journey often reveals a deeper, more enduring currency than money: legacy. It’s a pursuit rooted in authenticity, a willingness to challenge conventional wisdom, and a profound commitment to empowering others.

Beyond the Balance Sheet: The True Drive of a Doer

For Aashish Adhikari, a veteran entrepreneur and the force behind Redmud Coffee, the motivation for building businesses extends far beyond the bottom line. "I've made money, I've lost money, I've again made money. I don't mind if I lose it again. So money is not the drive," he states, cutting through the common perception. Instead, his focus is on "leaving some satisfaction or some legacy." This philosophy isn't merely aspirational; it's deeply ingrained, harking back to a quote on his grandfather's wall: "Service is religion."

This commitment to service and impact translates into a desire to create something lasting, something that resonates long after the initial transaction. It’s about building a name, a creation, much like an artist leaves their art. This perspective was forged through early experiences, including running an eBay store in the US, where he learned the ephemeral nature of money. "It's like dirt on your hands, it doesn't last," he reflects, emphasizing that true wealth lies in one's ability to direct resources wisely and, crucially, to learn from losses.

The Illusion of Easy Money: Demystifying the Restaurant Business

The hospitality sector, particularly restaurants and coffee shops, often appears as a tempting venture for aspiring entrepreneurs. The common perception is that it’s a high-profit, easy-to-run business, perhaps even a fun way to socialize. However, Adhikari, with years of experience navigating the complexities of the industry, offers a starkly different reality. "It's a very difficult business," he cautions, "you have to be very meticulous."

The challenges are multifaceted. High operational costs, largely due to imported supplies, severely compress profit margins. Wastage, a critical but often overlooked factor, can quickly erode profitability. Adhikari references celebrity chef Gordon Ramsay's approach of starting "in his kitchen from the dustbin" to highlight the importance of meticulous cost control. Beyond the numbers, the restaurant industry is a high-pressure environment where synchronicity can easily be disrupted. Success, he argues, requires a deep understanding of the inner workings, a "stronghold in the kitchen, in the heart of the business." For those who are merely investors without this core understanding, he advises against opening one, urging them to "scratch in" and truly learn the business first. The industry demands passion, dedication, and a willingness to immerse oneself in its demanding realities, rather than relying on PR or superficial appeal.

Leading from the Front: Cultivating Loyalty Through Authenticity

In such a challenging environment, leadership becomes paramount. Adhikari’s approach is one of authentic, hands-on engagement, fostering a familial bond with his team. He recalls the early days (2013-2016) when he and his co-founders did everything from making burgers to mopping floors and buying vegetables. This wasn't just about efficiency; it was about setting an example and building a culture of shared responsibility. He recounts challenging younger staff, saying, "I'm 15 years older than you and I just did that six minutes faster than you. You should be ashamed of yourself." This bluntness, delivered with the spirit of an older brother ("dai"), fostered accountability.

This "dai" relationship extends beyond the kitchen. Adhikari encourages his core team to share their problems, listening and offering guidance, even scolding when necessary. This blend of authority and empathy, he believes, is why many have stayed with him through difficult times, like the lockdown when Redmud was one of the few restaurants serving full menus. He takes pride in seeing his team members grow, like Manil, who started as a barista through a youth empowerment program and is now in management, training others. For Adhikari, building a team means creating more "Aashishes"—leaders who can take ownership and carry the vision forward, even in his absence. This empowerment, he suggests, is a leader's true responsibility, ensuring that those who stay are more successful than those who leave.

Raising Doers: A Blueprint for Non-Conventional Parenting

The philosophy of fostering independence and resilience extends to Adhikari's approach to parenting. With his almost five-year-old son, he aims to "turn him into a badass" by exposing him to risks and allowing him to make mistakes, rather than being overprotective. This mirrors the freedom his own parents gave him, which he credits for his entrepreneurial mindset. "They didn't question me. They said, 'Son, don't do wrong things, don't do bad things.'"

Adhikari believes in holding his son accountable and exposing him to diverse experiences. He sees children as "unmolded statues," whose unique shapes emerge through exploration. This means teaching him the value of money by making him count cash and understand its role in survival, rather than simply fulfilling every demand. It also involves curating his media consumption, guiding him towards content that fosters learning, and even exposing him to a death metal concert. This non-conventional approach aligns with the Osho philosophy of not creating replicas of oneself, but rather allowing children to discover their own talents and thrive in a hyper-connected, competitive world that demands adaptability over rote learning.

Nepal's Hidden Goldmines: Turning Problems into Opportunities

Beyond his own ventures, Adhikari sees immense untapped potential within Nepal, particularly in sectors often overlooked or plagued by inefficiencies. He highlights tourism as a prime example, urging local entrepreneurs to "sell Solu" or "sell Bhairahawa" – to leverage technology and local identity to create unique travel experiences.

The agriculture sector, too, presents vast opportunities. He recounts a recent trek near Panauti where he witnessed oranges rotting on the ground because of a lack of market access and processing facilities. "If someone there had a juice factory in Banepa, what would happen?" he muses, pointing out the irony of underutilized infrastructure. This waste, coupled with the 17-billion meat industry, signifies a massive supply chain problem ripe for entrepreneurial solutions.

Adhikari also champions the legalization of cannabis, not just for its medicinal benefits (which he has personally experienced for back pain) but for its "massive economic impact." He notes the high-quality strains found naturally in Nepal and the potential for a regulated industry to generate income for local farmers and tax revenue for the government. He argues that it's time to be pragmatic, challenging the historical reasons for its prohibition and recognizing its potential as a game-changer for Nepal's economy and its image as a spiritual hub. The core message is clear: look around, identify problems, and build businesses that offer solutions.

The Unseen Effort: Why Persistence is the Ultimate Mentor

For those aspiring to be doers, Adhikari offers a simple yet profound truth: "The difference is just go out and do." This ethos underpins his "My Two Cents" initiative, a platform designed to provide structured mentorship and share knowledge. He created it to move beyond random Instagram queries, offering dedicated time for conversations and guidance.

He emphasizes the critical role of persistence. Recalling how he hired his colleague Chhitis because he was the only one who followed instructions and called him during a specific window, Adhikari illustrates that opportunity often goes to those who show initiative and tenacity. He advocates for "fail fast, learn quick," encouraging small pilots and rapid pivots, much like his own shift from t-shirts to coffee with just 50,000 rupees. The journey, he stresses, is not about finding a magic formula but about knocking on many doors, adapting to changing times, and always looking ahead, building for the future rather than the fleeting present. This long-term vision, coupled with a willingness to speak up for what is right, is what truly builds a lasting impact and a better Nepal.

Beyond the Scoreboard: Defining Your Own Success

In the relentless pursuit of achievement, it's easy to lose sight of the ultimate goal. Aashish Adhikari's journey, from a metalhead in Anamnagar to a successful entrepreneur and mentor, underscores a fundamental truth: true success isn't about accumulating material wealth or external validation. It's about finding profound personal happiness and leaving a meaningful imprint on the world.

His final message, a simple yet powerful directive for a billboard seen by millions, encapsulates this philosophy: "Be happy." Whether sweeping floors, cleaning toilets, or leading a company, the core question remains: are you happy? This happiness, he suggests, is not a byproduct of success, but its very foundation. It's the grounding force that allows one to be authentic, to lead with empathy, to raise resilient children, and to speak truth to power. It's the quiet satisfaction of building something real, empowering others, and contributing to a legacy that transcends mere figures. Ultimately, the most profound measure of a doer lies not in what they acquire, but in the genuine joy they cultivate and the lasting value they create for themselves and their community.