Ajay Devgn Joins Hands With Nepa Rudraksha To Champion Spiritual Excellence Globally
Ajay Devgn partners with Nepa Rudraksha to globally champion spiritual excellence, uniting sacred conviction with authenticity.
In April 2025, Nepa Rudraksha, the world’s largest and most trusted Rudraksha collector, partnered with Ajay Devgn, a devout Shiva Devotee and global icon. The collaboration marked not just a campaign, but a powerful cultural moment, uniting sacred conviction with spiritual authenticity.
It introduced a thoughtful way to engage with Rudraksha across generations, not as ornamentation, but as a reflection of inner faith.
A Spiritual Movement, Not Just a Brand:
Founded in 1973, Nepa Rudraksha is more than a Rudraksha seller; it is a global spiritual institution serving seekers in over 100 countries. From India to the U.S., Australia to the Middle East, Nepa is trusted for its real and rare Rudraksha, sourced directly from Nepal’s sacred Arun Valley and certified under its exclusive AAA Standard™: Authenticity with X-Ray, A+ Grade, and Arun Valley origin.
But what truly sets Nepa apart is not just the product, it’s the purpose. Nepa exists to reconnect people with the deeper wisdom of Sanatana Dharma, through tools, education, and sincere guidance.
Rooted in Tradition, Guided by Legacy:
Mr. Balaram Khatiwada, a revered priest of the Pashupatinath temple in Nepal, laid the brand’s foundation. His unwavering commitment to Vedic knowledge and spiritual discipline defined Nepa’s original ethos. His son, Mr. Mukunda Khatiwada, now Chairman, expanded Nepa’s reach globally without ever compromising its sacred principles.
Today, the legacy is carried forward by Sukritya Khatiwada, a third-generation Vedic scholar and entrepreneur with a clear, modern vision. His work, including the bestselling book Transform Your Life with Rudraksha and international talks, has positioned Nepa as a global thought leader in Vedic wellness, not just a product company.
The Ajay Devgn Collaboration: Not Branding, Belief:
Ajay Devgn’s association with Nepa was never designed as an endorsement; it was meant to reaffirm faith. In the short film that launched the campaign, Ajay wears the Siddha Mala, the Dhanveer and Rudra Bracelet not as props, but as sacred expressions of his devotion to Lord Shiva.
“This isn’t branding. It’s a belief,” says Sukritya. “Ajay doesn’t wear Rudraksha for the camera—he wears it for Shiva.”
The film itself stands apart from commercial norms. Its script, sound, and pacing are rooted in Vedic aesthetics. The soundtrack is tuned to the frequency of Om. Every detail was guided by one principle: reverence for the sacred.
A Deeper Future:
Nepa Rudraksha is not chasing scale, it’s cultivating depth. With upcoming educational programs, webinars, and content designed for younger audiences, the brand is creating space for ancient knowledge to meet modern seekers. The Nepa Sadhana App offers guided practices, daily wisdom, and support for both new and experienced practitioners. Curated products like the daily wear 5 Mukhi Rudra Bracelet and purpose-based combinations serve not just as offerings, but as tools for daily grounding, clarity, and transformation.
What began in the sanctum of Pashupatinath has become a global spiritual movement. Yet through it all, Nepa remains true to its essence: quiet, intentional, and real.
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