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 conviction.

Ajay 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 reverence.

That 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 accessibility.

Sukritya 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 wellness.

Talking 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 East.

Nepa 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 industry.

Three generations of deep-rooted Vedic expertise guiding the brand.

An 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 worldwide.

The Brand Film: A Meditative Cinematic Experience

The 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 soundscape.

Led 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 Dharma.
Nepa 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 Dharma.

In 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.