De Beers Group has entered into a brand association with Indian cricketer Suryakumar Yadav to promote natural diamonds through themes of resilience and long-term value.
The partnership, announced on April 6, 2026, involves the athlete appearing in various marketing campaigns designed to align with the company’s regional strategy in India.
Managed by RISE Worldwide, Yadav’s involvement is intended to draw parallels between his professional career and the geological formation and rarity of natural stones.
According to the GJEPC, the collaboration focuses on the concept of ‘rare brilliance.’ Toranj Mehta, Vice President of Marketing at De Beers India, stated that the cricketer represents the journey of a natural diamond, citing his years of developing his skills and remaining persistent through challenges.
The campaign aims to communicate the historical significance and unique nature of every diamond to the domestic consumer base.
Strategic Retail Expansion in India
The appointment of a high-profile sports personality follows a period of significant retail growth for the group in the Indian market. In January 2026, De Beers opened its largest global flagship store for the Forevermark brand in Mumbai.
The 5,000-square-foot facility at Khar West serves as a central hub for the brand’s ‘Mine to Finger’ journey, incorporating digital displays and interactive installations.
As reported by De Beers Group, this flagship launch is part of a long-term objective to establish a network of 100 Forevermark stores across India by the year 2030.
Furthering this expansion, the group recently inaugurated a new retail outlet in Patna on Boring Canal Road.
This store, opened in early April 2026, aims to capture demand in regional jewellery markets where consumer awareness of natural diamond grading is increasing.
Shweta Harit, Global Senior Vice President at De Beers Group, noted that the expansion into cities like Patna reflects a growing population of design-aware and value-conscious buyers.
Market Performance and Consumer Trends
India has emerged as the second-largest market globally for natural diamonds, according to data from GJEPC Solitaire. CEO Al Cook stated that the country recorded an 11% year-on-year increase in natural diamond demand in 2025, marking the fourth consecutive year of double-digit growth.
This trend is attributed to stable economic conditions and a rising middle class that prioritises natural stones for weddings and cultural festivals.
De Beers is currently increasing its investment in marketing to the highest levels seen in over a decade. David Johnson of the De Beers Group told Indian Jeweller that the group is focusing on category-wide campaigns to distinguish natural diamonds from laboratory-grown alternatives.
These efforts include the ‘Rituals’ campaign in India, which celebrates traditional gifting moments. By associating with figures like Suryakumar Yadav, the brand seeks to reinforce the emotional and financial value of natural diamonds as permanent assets compared to mass-produced fashion jewellery.
History and Infrastructure
The group’s commitment to the Indian sector is supported by its technical infrastructure, including the De Beers Institute of Diamonds located in Surat.
This facility has operated for over ten years, providing grading and verification services that support international standards for cutting and polishing.
The integration of local manufacturing capabilities with high-profile marketing campaigns remains a core component of the group’s strategy to maintain its market share in the evolving Indian luxury sector.
