Terms of Reference for Consultancy Service

Project Name: InElam (2025-2028)

Organization: HELVETAS Nepal

Document Type: Terms of Reference for Consultancy Service 

Service Area: Consultancy Services for Developing Branding, Marketing, and Promotion Strategy of Honey from Karnali and Madhesh Provinces

Date of Release: 5th November 2025

1. Background and Context

InElam, a project implemented by Helvetas Nepal, has promoted sustainable livelihoods through small enterprise development in Karnali and Madhesh Province. The current phase focuses on green jobs and circular economy principles to support small, environment-friendly enterprises that generate income for women, youth, and marginalized communities.

For this phase, the project has selected beekeeping as a key value chain which offers significant income-generation potential, especially for women, youth, and marginalized communities. Despite the potential for high-quality honey, producers face challenges related to market visibility, inconsistent quality, and weak branding.

To address this, the project is seeking a strategic partner to build a strong brand identity and marketing strategy to position the honey competitively in national market. 

2. Objectives

The primary objective is to develop and implement a comprehensive branding, marketing, and promotion strategy for honey from Karnali and Madhesh Provinces. Specifically, the objective is to:

1. To establish a sustainable framework ensuring the continued adoption of Good Manufacturing Practices (GMP) in honey production.
2. To develop and deliver a comprehensive branding and marketing strategy with a clear action plan for national markets.
3. To build the capacity of association members through orientation and training on GMP, branding, and marketing fundamentals.

Required Expertise and Qualifications

The consulting firm/team should demonstrate proven experience in:

• At least one member having Master degree in food technology or any other relevant areas
• Successful development and launch of Fast-Moving Consumer Goods (FMCG) or agro-product brands in national and international markets.
• Deep understanding of marketing, distribution channels, and promotional strategies.
• Knowledge of national and international quality standards, particularly Nepal Standard, Codex Alimentarius Standard for Honey, Organic Certifications requirements of major export markets, Food Safety and Management Certifications, and experience in branding fair-trade and ethical products.
• Experience working in multi-stakeholder environments, preferably in Nepal or similar contexts.
• Excellent facilitation, communication, and capacity-building skills.

Click on the link below for the detailed TOR:

ToR Honey_Branding and Promotion

Ethical Considerations

All branding, marketing, and promotional activities must adhere to the highest standards of integrity. This requires that all content is accurate and avoids exaggeration, respects the cultural values of the local communities, and is fully aligned with the ethical and environmental guidelines of HELVETAS Nepal.

Hard copy should be dropped at the following address:

InElam / Helvetas Nepal

Suite 102, Oasis Building,

Patan Dhoka, Lalitpur