Malabar Gold & Diamonds has appointed former India cricket captain MS Dhoni as its brand ambassador, marking the beginning of a long-term association. The partnership has aligned with the jewellery retailer’s “The Responsible Jeweller” initiative, which has focused on transparency, ethical sourcing, responsible manufacturing and customer-first practices.
The company has said the initiative has been supported through its Malabar Promises framework, which has included 100% BIS Hallmarked jewellery, 28 quality checks for every natural diamond, transparent pricing, guaranteed buyback, lifetime maintenance, complimentary insurance, exchange programmes and responsible sourcing practices.
The campaign has been planned as one of the company’s largest integrated consumer programmes and has spanned television, print, digital, social media, radio, cinema, out-of-home advertising, retail experiences and owned platforms. It has been rolled out across more than 450 Malabar Gold & Diamonds stores globally.
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.”
