THEBUSINESSBYTES BUREAU
MUMBAI, JULY 28, 2026
Jewellery retailer Malabar Gold & Diamonds has appointed
former India captain MS Dhoni as its brand ambassador as the company sharpens
its positioning around transparency, ethical business practices and customer
trust amid evolving consumer preferences.
The long-term partnership is centred on the retailer's 'The
Responsible Jeweller' platform, a strategic brand philosophy that underscores
responsible business practices across the jewellery value chain, including
ethical sourcing, transparent pricing, quality assurance, responsible
manufacturing and customer-centric policies.
The move comes as jewellery retailers increasingly compete
not only on design and craftsmanship but also on credibility and responsible
business practices, with consumers placing greater emphasis on authenticity,
transparency and value assurance while making high-value purchases.
Malabar Gold & Diamonds, the world's fourth-largest
jewellery retailer, said the association with Dhoni reinforces its commitment
to building trust-led customer relationships and strengthening its brand
proposition in domestic as well as international markets.
The company's customer assurance framework, branded as
Malabar Promises, 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.
The campaign featuring Dhoni will be one of Malabar Gold
& Diamonds' largest integrated consumer outreach programmes, spanning
television, print, digital, social media, radio, cinema, out-of-home
advertising and in-store activations. The campaign will reach consumers through
the company's network of more than 450 stores across global markets.
"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," said M.P. Ahammad, Chairman, Malabar Group.
He added that Dhoni's reputation for integrity, discipline
and consistency mirrors the values that have defined the company since its
inception in 1993.
"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,"
Ahammad said.
Dhoni said the partnership was built on shared values of
trust and consistency.
"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," he said.
With the partnership, Malabar Gold & Diamonds is seeking to deepen its brand equity by aligning with one of India's most trusted sporting personalities while reinforcing its positioning as a responsible jeweller. The company expects the campaign to strengthen consumer confidence and differentiate the brand in an increasingly competitive jewellery retail market where trust, governance and ethical business practices are emerging as key drivers of purchase decisions.
