Malabar Gold & Diamonds, the world’s fourth-largest jewellery retailer, has signed cricketing legend MS Dhoni as its new Brand Ambassador, kicking off a long-term partnership built around the company’s ‘Responsible Jeweller’ philosophy.
The move comes as the jewellery industry faces growing pressure from consumers who want more transparency and accountability before making big-ticket purchases. Malabar says the Dhoni tie-up is meant to reinforce its own commitments across sourcing, manufacturing and customer service.
Central to the campaign is what the company calls ‘Malabar Promises’ — a set of customer-facing guarantees that includes fully BIS-hallmarked jewellery, 28 quality checks on every natural diamond sold, pricing with no hidden charges, buyback guarantees, free lifetime maintenance, complimentary insurance and exchange programmes.
Why Dhoni
Malabar’s choice of ambassador leans heavily on Dhoni’s reputation. He remains the only captain in international cricket history to have led India to titles in all three ICC white-ball tournaments, and is widely seen as a symbol of calm, consistency and integrity — qualities the company says line up with its own brand values.
M.P. Ahammad, Chairman, Malabar Group, said, “Consumers today expect more from the brands they choose. Beyond exceptional products, they seek transparency, authenticity and confidence in every purchase. We believe the jewellery industry has a responsibility to meet these expectations through ethical business practices, uncompromising quality and a customer-first approach.”
MS Dhoni added, “Throughout my career, I have believed that trust is earned through actions and consistency. That is what makes this association with Malabar Gold & Diamonds meaningful for me. What resonated with me was the brand’s unwavering commitment to transparency, responsibility and customer confidence. I look forward to supporting Malabar Gold & Diamonds in encouraging more people to make informed jewellery-buying decisions and choose with confidence.”
Rollout
The campaign will run across television, print, digital, social media, radio, cinema and out-of-home advertising, alongside in-store activity at Malabar’s more than 450 showrooms worldwide — making it one of the company’s largest integrated marketing pushes to date.
Founded in 1993, Malabar Gold & Diamonds is the flagship company of the Malabar Group, an Indian business conglomerate. The company reports annual turnover of $9.41 billion and operates more than 450 showrooms across 14 countries, backed by manufacturing facilities and design centres spanning India, the Middle East, the Far East, the USA, the UK, Canada, Australia and New Zealand.
The group is owned by more than 3,500 shareholders and employs over 30,000 people from more than 26 countries.
