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.
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