Malabar Gold & Diamonds, the globe’s fourth-largest jewellery retailer and a responsible jeweller, has named MS Dhoni, the former India cricket team captain, as its brand ambassador.
The cooperation intends to demonstrate Malabar Gold & Diamonds’ dedication to openness, ethical business practices, customer-first ideals, and responsible operations throughout the jewellery value chain.
At a time when customers are increasingly looking for authenticity, trust, and responsibility from businesses, Malabar Gold & Diamonds is bolstering its responsible business pitch with its long-term strategy, ‘The Responsible Jeweller’. The project emphasises ethical sourcing, reliable quality, transparent pricing, responsible production, and customer-centric practices.
Malabar Promises, a customer-focused framework featuring 100% BIS Hallmarked jewellery, 28 quality checks for every natural diamond, transparent pricing with no hidden charges, guaranteed buyback, lifetime maintenance, complimentary insurance, best-value exchange programmes, and responsible sourcing practices, reinforces the brand’s commitment.
MS Dhoni, one of India’s most renowned sports figures, brings a heritage of ethics, consistency, and humility to the association. He is the only captain in international cricket history who has led India to triumphs in all three ICC white-ball competitions. These ideals reflect Malabar Gold & Diamonds’ 33-year journey from its start in 1993.
The collaboration will be one of Malabar Gold & Diamonds’ most extensive integrated consumer campaigns, covering television, print, digital, social media, radio, cinema, out-of-home media, retail experiences, and owned platforms. The campaign will be distributed to clients through more than 450 Malabar Gold & Diamonds stores worldwide.
Mr 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. That belief has shaped Malabar Gold & Diamonds for over 33 years and continues to guide every decision we make. MS Dhoni has earned the respect and trust of millions through his integrity, discipline and consistency, qualities that resonate deeply with our own values. We are delighted to welcome him to the Malabar family and look forward to inspiring greater confidence in jewellery buying while reinforcing our commitment to responsible business practices.”
On the association, MS Dhoni, said, “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.”
