From Modest Beginnings to a Trusted Institution: The Story of Rara Group in New York’s ‘Mini Nepal’

In Queens’ Jackson Heights, widely recognized as a hub of Nepali life in the United States, the sights and sounds of the community are unmistakable. Nepali language fills the streets, music from home echoes through storefronts, and restaurants offer familiar tastes. Within this vibrant “Mini Nepal,” Rara Group has emerged as a distinct and trusted name, representing more than just a business—it tells a story of struggle, perseverance, and community responsibility.

Founded in 2005 by Raju Tuladhar and Shrijana Tuladhar, Rara Group began without significant capital or institutional backing. Like many Nepali immigrants, the founders arrived in the United States facing uncertainty, financial risk, and the challenges of adapting to a new system. Establishing a business required navigating legal frameworks, understanding financial systems, bridging language and cultural gaps, and, most critically, earning customer trust.

“Jackson Heights is an extremely competitive market,” Raju Tuladhar recalled. “In the early days, limited resources, long working hours, and financial pressure constantly tested us. There were times when fewer customers created uncertainty about the future. But I believed that if our service remained honest and reliable, the community would support us.”

At the time of its founding, the Nepali population in the U.S. was relatively small, and awareness of remittance services was limited. Shrijana Tuladhar said gaining trust was initially difficult, but that gradually changed as the business grew.

“Sending money to Nepal used to be very difficult,” she said. “People had to rely on international calls just to communicate. When the community realized they could easily send money home, their happiness was overwhelming.”

As more Nepalis began sending money regularly to support families back home, Rara Group saw steady growth. Yet operations remained challenging. Due to technological limitations, the founders often worked long days serving customers and spent nights coordinating transactions with Nepal via phone and email.

The COVID-19 pandemic in 2019 brought unprecedented disruption to New York, forcing many businesses to shut down. Shrijana Tuladhar said she feared the worst. However, as the pandemic spread in Nepal, members of the Nepali community reached out with urgent requests.

“People called asking us to open even for an hour a day so they could send money for medical treatment back home,” she said.

That trust reinforced the company’s sense of responsibility. Despite the risks, Rara Group continued operating, guided by the belief that serving the community during crisis is a fundamental duty.

Today, Rara Group is seen not only as a financial service provider but also as a symbol of trust within the Nepali community. Customers often describe the environment as welcoming and personal, more akin to a community gathering space than a transactional office. Over time, it has become a place where people exchange information, reconnect, and maintain cultural ties.

The company has also adapted to changing times by integrating digital systems and modernizing its services. With a growing, tech-savvy generation of Nepali immigrants, Rara Group is focusing on faster, technology-driven solutions while maintaining its community-centered approach.

The story of Rara Group mirrors the broader experience of the Nepali diaspora—marked by determination, adaptation, and a commitment to supporting one another across borders. From a modest शुरुआत to an established presence in Jackson Heights, the company stands as an example of immigrant entrepreneurship shaped by trust and persistence.

As Jackson Heights continues to be identified as a center of Nepali life in the U.S., Rara Group remains among the businesses contributing to that identity. What began as a small venture has grown into a stable and trusted institution, with its sights set on further expansion and continued service to the community.

This article was originally published in Khasokhas’ 14th anniversary special edition.