BY NAMITA DOGRA SUDAN
Atlanta, GA, October 17, 2025: When global star Priyanka Chopra launched Anomaly, she brought Indian-inspired beauty to the global stage. But on October 6, 2025, at the stunning Golden Venue in Cumming, Georgia, another Indian-origin entrepreneur brought that same heritage home with authenticity, depth, and compassion.
At a glittering launch event attended by Atlanta’s community leaders and wellness advocates, Ambika Arumugam and her husband Aravind Mahadevan introduced Devane Beauty, an Ayurveda-based premium hair wellness brand, alongside their charitable initiative, the Rishi Foundation. The evening celebrated heritage, innovation, and purpose beauty that heals and gives back.
A Journey from Healing to Empowerment
For Ambika, Devane’s story began with her own personal transformation. “As a modern woman, I’ve navigated so many worlds — and like many others, I experimented with my hair,” she told NRI Pulse exclusively. “Over time, the damage and stress began to show. That’s when I turned to my Indian roots and found healing in Ayurveda.”After years of self-care and rediscovery, Ambika realized she wanted to bring that same healing to others. “Devane comes from Daivam in Tamil and Deva in Hindi both mean the Divine, a selfless giver of wellness,” she said. “That’s what our brand stands for: authentic care that gives without expectation.”
A Standout Evening of Beauty and Warmth
What stood out to me most about this event was how beautifully it was organized by Vee Events by Veena. From the breathtaking decorations to the volunteers’ coordinated outfits, every detail reflected Devane’s brand colors, soothing shades of light and dark green, inspired by nature. Even the cake matched the theme.As I entered the venue, I was greeted with warmth and a unique touch. Volunteers first invited guests to take a fun hair survey, encouraging everyone to reflect on their own hair journey. Then came raffle prize entries and a lavish spread of delicious food and snacks.
A Celebration of Heritage and Purpose
The launch opened with a traditional lamp-lighting ceremony by Dr. Syamala Erramilli and Karthik Bhatt, followed by live spa sessions featuring Devane’s Premium Scalp & Hair Oil. Product launch and cake-cutting led by Mustafa and Kheruben Ajmeri, marking new beginnings for both Devane Beauty and the Rishi Foundation.The Bountifull Collection™ featuring a Premium Scalp & Hair Oil, Volumizing Shampoo, Conditioner, and Scalp Serum blends Ayurvedic botanicals like amla, hibiscus, and bhringraj with modern ingredients such as peptides, ceramides, and plant proteins.“Each product is crafted with clean, effective ingredients and no harsh chemicals,” said Ambika. “We’ve worked hard to make self-care pure, safe, and deeply nourishing.”
The Rishi Foundation: Beauty Beyond Self
One of the evening’s most emotional moments was the launch of the Rishi Foundation, founded by Ambika and Aravind in memory of their son, Rishi. The foundation supports education, healthcare, and livelihood programs for underprivileged families.“The Rishi Foundation is the heart of everything we do,” Ambika told NRI Pulse. “It carries forward my son’s spirit of kindness and possibility. Through Devane, we’re ensuring that every act of beauty creates a ripple of impact.”The foundation also honored the Raksha Foundation and Wonders of World Foundation for their work supporting survivors of violence and neurodiverse children.With its Atlanta debut, Devane Beauty positioned itself as more than just another haircare line, it was a heartfelt experience celebrating Ayurveda, authenticity, and altruism.The evening struck a perfect balance of launch, beauty, fun, and food. Every guest left not just with a smile, but also with a sample set of Devane’s Premium Oil, Shampoo, and Conditioner, along with a special thank-you gift, a lovely gesture that reflected the brand’s spirit of giving.
