The brand recently collaborated with actor Ajay Devgn on a short film that explores the journey of a Shiva bhakt. But it doesn’t follow the usual campaign format. There is no loud messaging, no dramatic call to action. It simply tells a story. A quiet, poetic narrative of a man moving through pain and struggle.
Leading these efforts Sukritya Khatiwada, a young Vedic expert who represents a new voice in the spiritual space, one that blends traditional knowledge with modern sensibility. For him, this journey is not just professional, it is personal. Through years of family lineage and individual study, he has cultivated a perspective that feels both grounded and expansive.
In a world where tradition often struggles to find a voice amid fast-paced change, there are still quiet movements reminding us of the enduring strength of heritage. One such story comes from the spiritual heartland of Nepal, where a small lineage of Vedic practitioners has gradually grown into a global presence without letting go of its essence.
Nepa Rudraksha was never conceived as a business. It began as a personal path walked by Mr. Balaram Khatiwada, a priest at the Pashupatinath temple, who spent his life immersed in the study and practice of Sanatana Dharma. What followed was not a commercial expansion, but a generational unfolding of purpose. His son, Mr. Mukunda Khatiwada, took the mantle and began shaping that legacy into something more accessible, opening the door for spiritual seekers around the world.
Now in its third generation, the legacy is being led by Sukritya Khatiwada, a young Vedic scholar and entrepreneur who is quietly building bridges between ancient philosophy and contemporary relevance. His vision for Nepa Rudraksha is less about scale and more about resonance, ensuring that the meaning and intention behind every bead remain intact, even as the brand reaches farther corners of the world.
In April, this story took an unprecedented but compelling turn. Ajay Devgn, one of Indian cinema’s most reserved and thoughtful actors, stepped into the role of global ambassador for Nepa Rudraksha. His deep devotion to Lord Shiva and quiet demeanor made him a natural fit for a shared spiritual alignment.
What makes Nepa Rudraksha different from many others in the spiritual space:
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.
In a recent short film, Ajay Devgn is seen not as an actor, but as a seeker. Dressed in simplicity, wearing the Siddha Mala, the Dhanveer Bracelet, and Rudra bracelet, he moves through a landscape that feels more internal than external. The film, marked by long silences, symbols drawn from ancient texts, and music tuned to the natural frequency of Om, resists the urge to perform. It invites stillness, not clicks. And perhaps that’s what makes it resonate.
Sukritya, who led the creative direction of the film, says the intention was always to create something that honoured the spiritual roots of the Rudraksha, rather than dilute them. With no template to follow and no desire to go viral, the team leaned on faith, instinct and reverence, a rare creative choice in today’s digital-first world.
As interest in Rudraksha and spiritual tools grows internationally, Nepa is carefully expanding its digital and logistical presence. Plans are underway to introduce learning programs on Rudraksha science and Sanatana Dharma, offering structured knowledge to those who wish to go deeper. But even in this growth, the underlying philosophy remains unchanged: this is not about selling a product. It’s about sharing a path.
There is no rush, no noise, only an ongoing journey. From Pashupatinath to a global audience of seekers, this is a story of continuity, belief, and the enduring relevance of ancient wisdom.
And in the hands of this new generation, it appears that the thread of that wisdom is not only unbroken but shining, gently, in new light.
Explore: https://nepalirudraksha.com
