MS Dhoni Joins Malabar Gold & Diamonds as Brand Ambassador, Reinforcing Responsible Jewellery
Malabar Gold & Diamonds, the world’s fourth-largest jewellery retailer, has announced Indian cricket legend MS Dhoni as its new Brand Ambassador, marking the beginning of a long-term partnership centred on the brand’s Responsible Jeweller philosophy. The association reflects the company’s commitment to transparency, ethical business practices, trusted quality and customer-first values across the jewellery value chain.
As consumers increasingly prioritise authenticity and accountability when making purchasing decisions, Malabar Gold & Diamonds continues to strengthen its focus on responsible jewellery retailing. Through its Responsible Jeweller initiative, the brand promotes ethical sourcing, transparent pricing, responsible manufacturing and uncompromising quality standards, ensuring every jewellery purchase is backed by trust and confidence.
This commitment is further reinforced through the Malabar Promises, a comprehensive framework designed to enhance customer confidence. The initiative includes 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.
Widely regarded as one of India’s most respected sporting icons, MS Dhoni is the only captain in international cricket to have led India to victory in all three ICC white-ball tournaments. His reputation for integrity, consistency and humility closely aligns with the values that have defined Malabar Gold & Diamonds since its establishment in 1993.
The campaign will be supported by one of the brand’s largest integrated marketing initiatives to date, spanning television, print, digital platforms, social media, radio, cinema, out-of-home advertising, retail experiences and owned media channels, reaching customers through more than 450 Malabar Gold & Diamonds stores worldwide.
Commenting on the partnership, 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.”
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.”
Through this long-term collaboration, Malabar Gold & Diamonds aims to encourage consumers to choose jewellery that combines exceptional craftsmanship with transparency, responsibility and trust, reinforcing its vision of building lasting confidence across the jewellery buying journey.
