Latest news with #TransformYourLifewithRudraksha
Business Standard
01-08-2025
- Business
- Business Standard
Nepa Rudraksha aligns with Ajay Devgn to Expand Global Presence and Spiritual Legacy
In a move that combines generational heritage with contemporary relevance, Nepa Rudraksha has announced actor Ajay Devgn as its global brand ambassador. More than a commercial decision, the collaboration is being positioned as a values-driven alignment that draws on shared beliefs and a quiet reverence for tradition. Founded in 1973 in Nepal's sacred Arun Valley, Nepa Rudraksha has grown over five decades to become one of the most recognised names in spiritual wellness, particularly in the distribution of authentic Rudraksha beads. The brand's influence now extends across over 100+ countries, including India, the United States, Australia, the United Kingdom, and parts of the Middle East and Southeast Asia. Legacy and Leadership The brand's origin lies in the work of Balaram Khatiwada, a priest at the revered Pashupatinath temple, whose dedication to the preservation of Vedic rituals and practices formed the foundation of the business. His son, Mukunda Khatiwada, later took charge of the company and led its entry into digital platforms, thereby enabling global access to its offerings without diluting their traditional roots. Now in its third generation of stewardship, Nepa Rudraksha is led by Sukritya Khatiwada, a 26-year-old Vedic scholar and author of Transform Your Life with Rudraksha. He brings both scholarly depth and entrepreneurial clarity to the table, positioning the brand as a trusted global name while maintaining its cultural sanctity. A Sacred Alignment: Ajay Devgn and Nepa Rudraksha Ajay Devgn's association with Nepa Rudraksha does not follow the conventional path of celebrity endorsement. Known for his longstanding spiritual connection to Lord Shiva, Devgn's involvement is seen by the leadership as a personal alignment with the ethos of the brand. In a recently released short film, Devgn is seen wearing the Siddha Mala and Rudra bracelet, both signature offerings from Nepa Rudraksha. The visuals borrow from classical Indian motifs and are accompanied by a musical composition tuned to the Om frequency. The result is not a product advertisement but a reflection of an inner journey, one that aligns with both Devgn's image and the spiritual focus of the brand. The campaign was conceptualised and directed under the guidance of Sukritya Khatiwada, who ensured the narrative remained grounded in respect for tradition and free from overt commercial cues. Nepa Rudraksha has taken several steps to set a benchmark in product integrity. Every bead is: Sourced from Nepal's sacred Arun Valley Certified by third-party IRL X-ray labs, a first in the industry Evaluated under ISO 9001:2005 quality standards Backed by Nepa's exclusive AAA Standard™, offering a lifetime authenticity guarantee This combination of spiritual reverence and scientific validation has helped the brand build trust across diverse audiences, including both traditional seekers and a new generation of wellness-focused consumers. Strategic Expansion and Digital Growth With a rising global interest in spiritual wellness and mindfulness practices, Nepa Rudraksha is preparing to scale further. Its roadmap includes expanded e-commerce capabilities, deeper investment in digital education around Rudraksha science, and a mobile application that supports guided spiritual practices. Khatiwada's leadership reflects a clear intention to grow without losing cultural integrity. The Road Ahead: Nepa Rudraksha's Future Nepa Rudraksha stands at the threshold of a powerful new chapter; expanding globally, deepening digital presence, and launching the Sadhana app to support daily spiritual practice. With upcoming awareness campaigns and rich, educational content, the brand remains devoted to one purpose: spreading the truth and transformative power of real Rudraksha.
Mint
17-07-2025
- Business
- Mint
Nepa Rudraksha Collaborates with Ajay Devgn: Exploring Authentic Spirituality
Sukritya Khatiwada, a third-generation Vedic scholar and entrepreneur is leading Nepa's expansion. He has focused on making Rudraksha accessible to a wider audience while retaining its sacred context. His book Transform Your Life with Rudraksha and international speaking engagements have helped establish Nepa as a notable entity in spiritual wellness. Speaking about the collaboration with Ajay Devgn, Sukritya says, 'This is not a celebrity endorsement—it's a spiritual alignment. Ajay Devgn brings authenticity to the message we're trying to deliver. He's a devotee of Shiva, and that devotion reflects in how he connects with Rudraksha.' Nepa Rudraksha which has roots in Vedic tradition since 1973, is embarking on a new phase with actor Ajay Devgn's involvement. This collaboration is presented as a meaningful partnership built on shared values, trust, and a personal connection upholding the commitment to authenticity and service established by the company's founder, Mr. Balaram Khatiwada, a priest at the revered Pashupatinath Temple, and the current Chairman, Mr. Mukunda Khatiwada.. Ajay Devgn, known for his compelling screen presence, is also a devoted follower of Lord Shiva. His spiritual inclination is described as private and grounded. With a Shiva tattoo and a personal reverence for Rudraksha, Devgn resonates with Nepa's focus on authenticity, inner strength, and conviction. A brand spokesperson indicated that Devgn's association reflects the brand's identity, with his devotion aligning with the values Nepa has maintained for over five decades. Nepa Rudraksha has always aimed to prioritise sincerity. The brand's initial goal was to provide authentic Rudraksha beads globally. They currently serve customers in over 100 countries, aiming to make spiritual tools accessible, traceable, and meaningful. Each Rudraksha bead from Nepa is sourced from the Arun Valley in Nepal and is certified through X-ray testing and quality standards like IRL and ISO 9001:2005. The brand's AAA Standard is presented as a guarantee of purity,giving spiritual seekers confidence in what they're receiving. The partnership with Ajay Devgn is supported by a short film that depicts a seeker's inner journey. The Siddha Mala, Rudra bracelet, and the Dhanveer Bracelet featured in the film are presented as elements of spiritual practice. How This Campaign Stands Apart This campaign is described as taking a different approach from typical marketing efforts. It is rooted in what is called Sanatana, an inner conviction. While Rudraksha remains Nepa's primary offering, the brand has expanded its range to include malas customised to individual needs, bracelets designed for daily wear, and spiritual tools like yantras and puja kits. These offerings are supported by educational resources, including books authored by Sukritya Khatiwada, Nepa's CEO and a third-generation Vedic Expert. Nepa has also introduced a members-only Sadhana app, a digital digital platform for practitioners to deepen their spiritual practice. This is intended to provide long-term spiritual support beyond products. This collaboration is viewed as reaffirming Nepa's belief that spirituality can be both timeless and personal when approached thoughtfully. With Ajay Devgn's involvement, Nepa Rudraksha aims to invite individuals to explore the meaning of a sacred bead as a companion on a spiritual path. Note to the Reader: This article is part of Mint' promotional consumer connect initiative and is independently created by the brand. Mint assumes no editorial responsibility for the content.
Deccan Herald
16-07-2025
- Business
- Deccan Herald
Nepa Rudraksha Strengthens Spiritual Legacy, Welcomes Ajay Devgn as Brand Face
Nepa Rudraksha, the world's largest and most trusted Rudraksha collector, has taken a big step into the future. In April 2025, the brand began their collaboration with Ajay Devgn, a devout Shiva Bhakt and global icon. The result was spectacular, not just a campaign, a moment of transition in the industry, a work of art shaped by shared values: faith, authenticity, and sacred Devgn's association marks a new era in the legacy of Nepa Rudraksha, a spiritual institution that began its journey in 1973 in the sacred valleys of Nepal. The foundation was laid by Mr. Balaram Khatiwada, a revered Vedic priest whose spiritual discipline and commitment to authenticity defined the ethos of the brand. His vision of offering authentic Rudraksha to true seekers established Nepa's reputation as a source of trust and vision was carried forward with unwavering commitment by his son, Mr. Mukunda Khatiwada, the current Chairman of Nepa Rudraksha. Under his stewardship, the brand retained its sacred standards while quietly building global credibility. At the heart of Nepa's modern evolution is Sukritya Khatiwada, a third-generation Vedic scholar and entrepreneur, who represents the next generation of spiritual leadership. With a strong foundation in scripture and a bold vision for is bringing Rudraksha to younger audiences while preserving its sacred wisdom. His book, Transform Your Life with Rudraksha, and his global talks have helped position Nepa not just as a spiritual product company but as a global thought leader in Vedic about the Ajay Devgn Collaboration, Suktiya says 'This isn't branding. It's belief. Ajay Devgn doesn't wear Rudraksha for the camera, he wears it for Shiva. That alignment speaks louder than any campaign ever could.'Over five decades, Nepa has grown into a global movement, delivering certified Rudraksha to seekers in over 100 countries, including India, the U.S., U.K., Australia, and the Middle Rudraksha stands apart through:The exclusive AAA Standard™, ensuring authenticity, A+ grade quality, and sourcing from Nepal's sacred Arun Valley.A lifetime authenticity money-back guarantee, unique to Nepa in the generations of deep-rooted Vedic expertise guiding the exclusive, members-only Sadhana app that supports and empowers both experienced practitioners and new seekers.A global B2C e-commerce platform powered by Shopify, making spiritual tools easily accessible Brand Film: A Meditative Cinematic launch of the partnership features a brand film where Ajay Devgn wears the Siddha Mala, Rudra Bracelet and The Dhanveer Bracelet, embodying the silent strength of a seeker on the inner path. Far from a commercial, the film is a meditative journey, woven with Puranic imagery, subtle symbolism, and a powerful OM-frequency by a young creative team and carefully overseen by Sukritya, the film stands as a tribute to spiritual integrity, cinematic craft, and the power of visual storytelling rooted in tradition.A Global Movement, Grounded in Rudraksha is preparing for its next leap, expanding its digital footprint, refining global logistics, and launching educational initiatives that raise awareness not only of Rudraksha, but also the timeless principles of Sanatana a world crowded with noise, Nepa Rudraksha is a quiet revolution, a voice of real, clarity, and devotion. With every sacred bead, a seeker finds their path. And with this new chapter, Nepa walks forward, not for fame, but for faith.
