Binod Chadhari, known by the moniker ‘King of Noodles’, is a household name, as is the brand he founded: Wai Wai. When you meet Chaudhary, who was born and raised in Nepal but whose grandfather moved from Rajasthan to Nepal, you come across a man who is full of energy but also wisdom. “You learn by doing the work, not by watching it being done,” he likes to quote his father.
And it’s this hands-on spirit that shaped the life of Nepal’s first billionaire, the man who turned a humble noodle brand into a global phenomenon. Today is the story of Binod Chaudhary as told in his memoirs Let’s make it bigserves as a testament to the power of vision, resilience and relentless innovation.
Born into a family with roots in Rajasthan, India, Chaudhary’s grandfather moved to Nepal, establishing a textile business that laid the foundation for the family empire. His grandfather’s journey, which often involved multi-day treks along the Indo-Tibetan trade route, exemplified the courage and ingenuity that would later define Binod’s career. The elder Chaudhary carried bales of textiles to clients, including the elite families of Rana Nepal, with his young son — Binod’s father — and learned the craft from scratch.
Building a billion-dollar empire
In a conversation with Business Today, Binod Chadhari shares how his own entrepreneurial journey began: by watching and helping his father. “A man who has big dreams must take on tasks that stretch his limits,” he writes in his memoirs. “Ability is something you can acquire.” Guided by these principles, Chaudhary ventured into various industries, eventually leading 122 companies in five countries and managing 76 global brands. But it was Wai Wai Noodles, a Thai-inspired product he discovered during a visit to Thailand, that made him a household name.
Introduced in Nepal, Wai Wai quickly became a staple snack across South Asia, thanks to its unique taste and convenience. Chaudhary’s ability to understand local markets and adapt his products has made Vai Vai successful not only in Nepal and India, but in more than 30 countries. “When you create a product that resonates with people, it doesn’t just sell — it becomes a part of their daily lives,” Chaudhary told BT. He went on to add that he understands that in the subcontinent, noodles are a food that is consumed everywhere in one form or another. “Look at India. Noodles, which originate from the Far East, come to the country and, blending seamlessly with the culture, become a staple food. This is what I realized when I created the Wai Wai brand,” he said. says. As he points out, his goal with Wai Wai was not just to make any brand of noodles, but something that was easy to make, affordable, delicious, and above all, something that could become a part of the consumer’s everyday life. “That’s the essence of building a brand: it has to become part of the consumer, an integral part,” he adds.
Leadership lessons
Chaudhary, whose fortune according to Forbes is $1.8 billion, attributes much of his success to his father’s leadership philosophy. “Supervision is not about being ‘the big boss,'” his father said, as he notes in his memoirs. “If you reach out, you’ll get better results.” This belief in teamwork and mutual respect has been a cornerstone of Chaudhary’s business strategy, helping him build a huge, diverse workforce and sustainably solve problems.
His memoirs also shed light on his disciplined lifestyle. A fitness enthusiast and avid hiker, Chaudhary believes that physical well-being is the key to professional success. “Fitness is not just about keeping fit; it’s building mental toughness to face challenges,” he says. Whether climbing mountains or running boardrooms, his drive remains unwavering.
Linking Nepal and India
In his public appearances and interviews, Chaudhary often emphasizes the deep historical and cultural ties between India and Nepal. This was something he also mentioned in the interview. According to him, these deep and historical ties can become the basis of strengthening trade relations. “India and Nepal have a deep and enduring relationship and can flourish only through mutual respect and accommodation,” he notes. “Only then can both nations and the subcontinent prosper.” For him, the path to prosperity lies through the mantra of “joint growth.”
But in his heart, Chaudhary puts Nepal first. “I am who I am because of my country,” he says, adding that one of his key goals is to develop Nepal’s entrepreneurial ecosystem, in which he sees great potential. “Nepal is on the cusp of becoming a new player in the startup revolution,” he notes, drawing parallels with India’s thriving startup culture. He also envisions Nepal’s youth using innovation to build a sustainable economy, similar to how India’s startup boom has transformed the business landscape.
Let’s make it big
Going back to his memoir, Making It Big, is more than just Chaudhary’s story. This is a plan for aspiring entrepreneurs. Through a candid memoir, Chaudhary delves into the challenges of expanding his business beyond Nepal, overcoming bureaucratic hurdles, and navigating volatile markets. “The path of an entrepreneur is never easy. It’s about turning obstacles into opportunities,” he muses.
Binod Chaudhary’s legacy is not only his financial success but also his ability to inspire. From humble beginnings to global recognition, he shows how vision and determination can change not only a business, but also the economic outlook of an entire country.
As Nepal and the subcontinent as a whole stand on the cusp of an entrepreneurial revolution, young entrepreneurs have no better role model than the Noodle King himself.
