By Prajita Shrestha
Photos by Bibek Puri
Some people wait for the arbitrary wheels of fortune to do their magic, while the others believe in paving their own path to success. One of the people of the latter kind is Amit Adhikari, the director of Radio Audio FM 106.3.
Adhikari, now 32 years old, is a connoisseur in the field of marketing and works with some of the most celebrated icons in the country. Recently, he was honoured by Vice President of Nepal Nanda Bahadur Pun in recognition for a decade-long contribution in the radio business. Further, he was admired by the international artist society. However, truth be told, this young and successful man had not initially planned for his life to take this toll.
Born in 2042 B.S. as the youngest child of his family, Adhikari had a very normal lifestyle, as he would himself say: a life of every common Nepali in the hills. Needless to say, Adhikari had to go through the toils of farming and simultaneously walk up to his school, which was a mile far from the place of his residence.
When in the year 2058 B.S. Adhikari passed his S.L.C exam, like most Nepalese youths, he made up his mind to come to the capital in search of a successful life. But, sadly, Kathmandu city has its own way of making immigrants suffer.
Initial days weren’t much of a disaster for Adhikari since he stayed as a guest at his relative’s place. But once he rented his own little space at Bafal, things started getting anextremely heavy for him. Without a mother to be cared by and a father to be advised by, Adhikari—the much loved and pampered youngest sibling—had to be responsible for every little chore in the house and beyond. However, keeping his father’s advice in mind—one only succeeds after going through a course of difficulties—he maintained an optimistic outlook on self and our cruel world.
To survive in the hustle bustle of K-town, sometimes Adhikari would have to work as a kitchen staff at the mayor’s place, sometimes as a daily mower at Thankot, sometimes as train driver at Bhaktapur’s Lokanthali fun park, sometimes as a taxi driver, and sometimes as a helping officer at Praja Parisad. At times, Adhikari even took up multiple jobs to earn a better life for self and to properly utilize the time available. It was during this hectic phase of his life when he started listening to the radio and grooving to the melodies of it.
One fine day, Adhikari, in search of employment, had visited Birendra International Convention Centre. However, he wasn’t the only Nepali youth interested in the job being offered. Long lines and chaotic arrangement in the application booth had soon become uncontrollable to the point that police officers had to intervene in the process. Just as the police officer’s stick flung onto his head, Amit happened to notice Radio Audio’s tower and hoarding board informing the readers about a vacancy in the company’s marketing department. By then, Adhirakiextremely wanted a stable job, and thus, although marketing wasn’t his field of study, Adhikari abruptly filled out the application form. And, since then Adhikari’s life has steered in a completely different direction.
After two follow-up interviews, Adhikari finally received the job offer in Radio Audio. While the joy of having a new and better job was beyond measure, Adhikari was still perplexed as to how he was supposed to do his job with no prior education in the marketing field. As a student of ‘education’, Adhikari had absolutely no idea about what market, production, and distribution was and neither did he know the correlation between the three.
Nevertheless, he always remained focused and optimistic in his job, like his parents had taught him to. He accepted the fact that it is never too late to learn and thus, his curious and adaptable mind and soul left no stones unturned in developing the skills to well-handle managerial tasks. Slowly and steadily, he learned the ‘ins and outs’ of marketing and built a strong experience in the field. His hard work and dedication towards his job did not go unnoticed: Adhikari got promoted to the manager post, which further motivated him to put effort into his job. Consequently, as time passed by, he was promoted over and over again. After experiencing working in almost all the posts available in the company, today, Adhikari is the rightful director of Radio Audio.
Today, Adhikari excellently delivers his expertise in the field of marketing, no questions asked. He is the mind behind the radio promotion of Deepak Raj Giri and Deepa Shree Niraula’s movies. He is the mind behind the market analysis of the newly released movie Shatru Gate. Furthermore, Adhikari is associated with more than half a dozen corporate businesses and is continuously serving in a myriad of social organization. He has also had the privilege of closely working with Ma-Ha Jodi (Madan Krishna Shrestha and HariBhamsha Acharya).
Adhikari has redefined success for a common Nepali. He is a paragon to all Nepalese youth for his belief: whatever one can do, one can do in his or her country, inspires numerous Nepalese who migrate to the Middle East, Australia, the US and other places for the sake of employment to prevent braindrain before it is too late to. Adhikari has proved how with a strength of mind, persistence, and diligence, the world can become anyone’s oyster.
“MANY OF US ARE A LITTLE TOO ENGROSSED IN FINDING LUCK AND THEN RELYING ON THAT VERY LUCK TO ACHIEVE OUR SET GOALS. I, ON THE OTHER HAND, CARED LESS ABOUT FATE AND JUST PUT UP AS MUCH EFFORT AS I COULD. AND SOON, THE HORIZONS OF SUCCESS FOLLOWED ME.” – AMIT ADHIKARI