Driving a New Chapter in Nepal’s Mobility Landscape: An Exclusive Interview with Ritu Singh Vaidya, Chairperson of NAIMA

Nepal’s auto industry is going through some big changes—and right at the center of this shift is the newly formed Nepal Automobile Importers and Manufacturers Association (NAIMA). It’s not just another industry group. NAIMA brings together importers, assemblers, and manufacturers under one focused umbrella, aiming to modernize the mobility space, influence smart policies, and keep up with global trends.

Leading this new chapter is Ritu Singh Vaidya, Managing Director of United Traders Syndicate (Toyota Nepal), and a pioneering business leader. As NAIMA’s first Chairperson, she’s helping shape a future that’s more organized, forward-thinking, and in tune with the evolving needs of Nepal’s mobility sector.

In this exclusive conversation, Ms. Vaidya sheds light on NAIMA’s formation, its goals, the upcoming Nepal Mobility Expo 2025, and the challenges and opportunities that lie ahead for the nation’s evolving automotive ecosystem.

Why was NAIMA formed, especially when an organization like NADA already exists? What fundamental gap or dissatisfaction was NAIMA created to address?

There has been a lot of discussion surrounding the formation of NAIMA, and understandably so. The idea for a new organization has been in the works for nearly four to five years. It's important to clarify that NAIMA wasn't formed because there was something inherently wrong with NADA. In fact, NADA has long served the automotive ecosystem in Nepal and remains a valuable institution.

However, NADA is a very large umbrella organization with over 3,000 members—ranging from garages and rental services to spare parts vendors and even individuals loosely associated with the industry, such as journalists. Essentially, anyone with a link to the auto sector is part of NADA, especially due to the Auto Show.

What was missing, however, was focused representation for the core of Nepal’s automotive industry—namely the importers, distributors, assemblers, and manufacturers. These are the entities with international affiliations, who make significant investments, appoint dealers, maintain standards as per OEM guidelines, and are responsible for everything from storage of parts to after-sales service and training.

Given the scale and specificity of this responsibility, there was a need for a dedicated platform where these voices could lead and shape industry-specific policies, practices, and advocacy. That’s the gap NAIMA is designed to fill.

There’s been speculation that NAIMA emerged out of frustration with NADA’s leadership. Is there any truth to that? What, in your view, did NADA fail to deliver?

I wouldn’t describe it as frustration. Instead, I’d frame it as evolution. As industries grow and diversify, so do their needs. NAIMA represents a natural step forward—toward improvement and specialization. It's about creating a platform that can focus on particular priorities that were not being addressed effectively within a larger, more general organization.

With many members involved in both NAIMA and NADA, isn't there a risk of split loyalties or conflicting interests?

Not at all. I myself am a member of both organizations. The reality is that within NADA, the involvement of importers and distributors wasn’t as deep or structured. NAIMA, by contrast, is a member-led organization with a clear focus on participatory governance.

We have created multiple functional committees that address key aspects of the industry. For example, policy and advocacy is under my leadership; Media and customer education is led by Mr. Cabinet Shrestha; Traffic and Customer addresses are handled by Mr. Saurabh Jyoti; Innovation is overseen by Ms. Yamuna Shrestha; Workforce Development by Mr. Nirakar Shrestha; and Data Management is led by Mr. Shekhar Golchha.

This structure ensures that members are actively involved—not just during budget season—but year-round, focusing on customer-centric initiatives, government advocacy, and better industry practices.

When selecting the next Chairperson of NAIMA, is there a risk of conflict of interest within the organization?

No, I don’t believe there’s any conflict of interest. Currently, we have a board of 11 members, and we’ve already established a clear process to ensure smooth leadership transitions. After my term ends, I will remain on the board for one more year to ensure continuity, but the leadership will rotate.

NAIMA comprises around 50 to 60 members—each representing different brands that have already entered the Nepali market. Over time, the chairperson’s role will rotate among this pool of members, ensuring fairness and representation. Our rotating leadership model, supported by this diverse board, will help guide the organization with fairness, accountability, and a shared commitment to the industry’s sustainable growth.

NAIMA has initiated dialogues with government agencies. How do you plan to position the organization as a credible and constructive policy advisor?

Our aim is to drive policy and industry improvement through a strong, committee-driven approach. As president, I oversee the broader direction, but each committee takes ownership of its specific focus area.

We are also working to strengthen our secretariat, ensuring regular engagement and dialogue with government bodies and regulatory agencies. The goal is to build a credible, well-informed institution that can make meaningful contributions to policy and regulation.

You recently announced Nepal's first Mobility Expo for 2025, just weeks before the NADA Auto Show. Is this direct competition?

Not at all. Competition shouldn't be viewed negatively. In fact, the strong response we've received is proof of the demand.  The Mobility Expo is not intended to compete with NADA's Auto Show. Rather, it’s an opportunity to highlight emerging trends and innovations in mobility, and perhaps eventually segment the shows based on verticals—EVs, spare parts, or other sectors of the industry. A clear long-term vision for both shows will ultimately benefit everyone.

Is there a possibility of collaboration or even a merger between the two organizations in the future?

It’s too early to say. NAIMA is still in its infancy—we’re only a few months old. For now, our focus is on building a solid foundation. But I do believe that going forward, there should at least be a spirit of synergy and cooperation. Whether that results in collaboration or a merger would depend on mutual goals and discussions.

What are NAIMA’s key priorities beyond organizing the Mobility Expo?

The Expo is just one initiative. Our broader priorities lie in areas like customer education, media engagement, policy advocacy, and government liaison. We’re launching a series of think tanks and learning sessions—not just to educate the public, but to help us as an industry better understand the challenges and opportunities.

We’re also focusing on workforce training, adopting global best practices, and advocating for consistency in policy frameworks—whether it concerns EVs, ICE vehicles, or hybrids. Safety standards, repair ecosystems, and consumer confidence are major themes we plan to address systematically.

Is NAIMA advocating for any key policy changes related to EVs or vehicle financing?

Yes, we’ve put forward specific recommendations for the upcoming monetary policy. One major suggestion is to allow an 80:20 loan-to-value (LTV) ratio for all vehicles—EVs, hybrids, and ICE alike. We’re also requesting a reduction in the risk-weighted asset percentage for auto loans from the current 100% to 75%, given the sector’s low default rates and built-in collateral in the form of the vehicles themselves. These steps would enhance access to financing and stimulate healthy growth in the sector.

Some say the surge in EV imports before the budget was driven by lobbying. Is NAIMA playing a role in boosting EV sales or clearing inventory?

No, NAIMA is not here to support individual companies. We serve as a collective voice for the industry, advocating for stability and predictability in policy—especially around duties, taxation, and financing.

The surge in imports you saw—around 6,000 to 7,000 units—was a result of uncertainty. Importers rushed orders fearing duty hikes. When that didn’t happen, they were left overstocked. Had the policy been more consistent, imports would have occurred in manageable volumes, benefiting both businesses and consumers. That’s what we advocate: policy stability, not short-term lobbying.

There’s concern that Nepal could become a dumping ground for substandard EVs. What measures is NAIMA supporting to prevent this?
This is a valid and important concern—and one that is being raised frequently. Unfortunately, we may be a little late in addressing it, as several questionable brands have already entered the market.

Someone recently made an interesting comparison between today’s EV landscape and the early days of mobile phones—there’s a lot of clutter, but in the long run, only the strong, reliable ones will survive. That’s why we strongly believe a proper framework from the government is essential. It would help customers make informed choices and protect them from unpleasant surprises in the future.

The issue is this: we cannot allow the market to be flooded with vehicles that have no global standing, no verified parent companies, and no track record. It’s not enough for someone to discover an obscure EV at a trade fair and start importing it without proper due diligence.

We urgently need a strong regulatory framework around vehicle import standards, safety, and after-sales support. Such a framework would ensure that consumers are protected and that only credible, high-quality vehicles are allowed into the country. This is a priority NAIMA will actively pursue with the relevant authorities.

As NAIMA’s first Chairperson and one of the first few female leaders in Nepal’s automotive industry, how do you view your role in breaking gender barriers in what is traditionally seen as a male-dominated field?

Honestly, I’m very happy. Personally, I don’t view any position through the lens of gender—I see it through capability. I’m grateful to the NAIMA members who believed I was capable of leading this organization. That means a lot.

I understand that, due to my previous background, people have had certain perceptions—often associating me with beauty or entertainment. So, for many, it’s surprising to see me heading a business. But I’ve been running businesses for a long time. If my role helps challenge and break such biases, I’ll be very happy. Representation matters, and I hope this helps shift perceptions around what women can achieve in any industry.

What message would you like to give to young professionals entering the mobility sector?

It really depends on which part of the industry you're stepping into. If you're coming in as an importer, I urge you to be responsible—don’t just bring in products for the sake of it. Make sure your backend is 100% ready to support what you're offering.

If you’re entering on the operations or service side, I strongly encourage focusing on qualifications and continuous learning. Education is essential. And no matter what role you’re in, lead with integrity and strong work ethics. That’s how we can truly elevate the mobility sector in Nepal.

Would you like to add anything for your industry peers?

Yes—I genuinely hope to see you all at the NAIMA Mobility Expo from August 6th to 10th. We’re working hard to offer a better experience than ever before, and we look forward to welcoming everyone there. Thank you!

As Nepal moves toward a future shaped by electrification, digital transformation, and evolving consumer needs, NAIMA emerges as a critical voice to guide the industry forward. Under Ritu Singh Vaidya’s leadership, the association is setting the tone for meaningful dialogue, policy advocacy, and industry-wide collaboration.

From raising standards to fostering gender diversity and consumer protection, NAIMA’s ambitions go far beyond event organization. With initiatives like the Nepal Mobility Expo 2025 and a structured, committee-driven governance model, the organization is paving the way for a smarter, safer, and more sustainable mobility future. For young professionals, policymakers, and industry veterans alike, this is not just a new chapter—but a chance to redefine how Nepal moves.