Latest news with #NepaRudraksha
The Hindu
5 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.'
Entrepreneur
6 days ago
- Business
- Entrepreneur
Ajay Devgn Becomes Face of Nepa Rudraksha in Vision to Elevate Indian Spirituality Globally
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. Opinions expressed by Entrepreneur contributors are their own. You're reading Entrepreneur India, an international franchise of Entrepreneur Media. 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:
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.
