Latest news with #ISO9001:2005
The Hindu
6 days ago
- Business
- The Hindu
Nepa Rudraksha Charts Next-Level Growth with Celebrity Stake and Digital Strategy
Nepa Rudraksha, the Nepal-based bead accessory brand, has appointed Bollywood actor Ajay Devgn as its global ambassador—an intentional move to sharpen its positioning in the premium lifestyle and wellness segments. From Heritage Craft to Scalable Brand Originating in 1973 near Pashupatinath Temple, the company is now led by young CEO Sukritya Khatiwada, who is steering a transformation from artisanal roots to scalable, global retail. With distribution in over 100 countries primarily via a Shopify-powered D2C platform, the brand is reducing dependence on traditional wholesale and gaining full control over customer insights and margins. Trust is the New Currency Quality assurance drives their credibility. Nepa Rudraksha is ISO 9001:2005 certified and employs X-ray verification and its own AAA Standard™ grading protocol. In an industry known for inconsistency, these moves are building a durable trust barrier and premium pricing power. Ajay Devgn: Signal, Not Splash Devgn's association is crafted less for visibility and more as a brand trust signal. His personal brand—low-key, consistent, no-nonsense—mirrors the brand's messaging about authenticity and grounded design. Layered Revenue Model - Product: Premium malas, bracelets, and accoutrements - Digital subscription: 'Sadhana' app offers ongoing education for repeat purchase and stickiness - Limited editions: High-margin drop model catering to collectors and gifting markets Funding & Expansion Currently bootstrapped, Nepa Rudraksha is in early talks with wellness-focused investors to fund expanded manufacturing, explore selective retail pop-ups, and enhance logistics footprint—especially in North America and Europe. What This Means for Observers This partnership is a textbook example of heritage-scale branding. It showcases how a culturally rooted product can build institutional trust and expand globally through a tight mix of certification, content, e-commerce, and selective celebrity alignment. 'This article is part of sponsored content programme.'
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.
