Ajay Devgn Becomes Face of Nepa Rudraksha in Vision to Elevate Indian Spirituality Globally

Entrepreneur

22-07-2025

At the center of this slow, meaningful growth is Sukritya Khatiwada, the brand's young CEO. With a deep background in Vedic studies and a sharp understanding of the modern world, he has been instrumental in bringing Nepa into the digital age without losing its soul.
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At the center of this slow, meaningful growth is Sukritya Khatiwada, the brand's young CEO. With a deep background in Vedic studies and a sharp understanding of the modern world, he has been instrumental in bringing Nepa into the digital age without losing its soul. His book, Transform Your Life with Rudraksha, offers both ancient insight and accessible guidance for the contemporary seeker.
Nepa Rudraksha, the heritage spiritual brand renowned for its authentic Rudraksha beads, proudly announces the appointment of internationally acclaimed actor Ajay Devgn as its global brand ambassador. This collaboration marks a significant milestone, blending the brand's deep-rooted spiritual heritage with a modern global vision.
At a time when spirituality often feels packaged and performative, a quiet collaboration is reminding people what it truly means to connect with something sacred. Nepa Rudraksha, a name trusted by spiritual seekers since 1973, has partnered with actor Ajay Devgn in a way that feels less like a campaign and more like a return to what matters.
The pairing is thoughtful. Ajay Devgn is not just a public figure but a devoted follower of Lord Shiva. His presence doesn't feel borrowed for credibility — it feels aligned. In a series of temple-inspired visuals and meditative sequences, the actor becomes more of a vessel than a brand ambassador. This isn't about him. It's about the energy he channels.
Image caption:Mukunda Khatiwada
Nepa was founded by Mr. Balaram Khatiwada, a revered priest at Pashupatinath, whose deep-rooted commitment to authenticity and Vedic tradition laid the foundation for the brand. This legacy was carried forward by Mr. Mukunda Khatiwada, the current Chairman, who ushered Nepa into the digital age, expanding its reach while staying true to its sacred origins.
For Nepa Rudraksha, this moment has been a long time coming. Built over three generations, the brand has always taken the long road. It sources its beads from Nepal's sacred Arun Valley, tests each one with X-ray certification, and stands by a lifetime authenticity guarantee. The goal has never been speed. It has always been sincerity.
"This is not about selling beads," Sukritya says. "It's about helping people reconnect with something they already carry within."
The collaboration with Ajay is part of that wider effort. The film they've created together doesn't push a product. It draws the viewer into a quiet space — one shaped by sacred geometry, sound, and a feeling of timeless presence. The soundtrack, tuned to the Om frequency, and the architecture of the sets give the entire experience a sense of depth that's hard to fake.
While the story is grounded in faith, the products at its center are designed for the modern world. The Siddha Mala, for example, features 108 certified beads and is hand-knotted using traditional techniques. The Rudra bracelet offers a daily wearable option, combining 5-mukhi Rudraksha with an ergonomic design. And the Dhanveer bracelet, made with rare 14-mukhi beads, is sought after by those in leadership roles seeking clarity and focus.
Yet Nepa isn't placing its future only in objects. The brand is also investing in digital experiences, from an AI-powered consultation platform to a members-only Sadhana app. Its global expansion is not just about reach, but about bringing meaningful practices to people in their own languages and contexts.
What makes this all feel different is the absence of pressure. There is no sense of urgency or exclusivity in how Nepa speaks. Instead, it extends an invitation — to reflect, to return, and to rediscover.
As spiritual wellness continues to evolve, many brands will chase trends. Nepa Rudraksha, it seems, is choosing trust. The kind that takes years to earn. The kind that makes people pause, feel, and ask deeper questions.
With Ajay Devgn as a quiet guide, and a story that honors both tradition and transformation, Nepa's message is simple but powerful: this isn't about creating belief. It's about awakening what's already there.
? Explore: https://nepalirudraksha.com