Mumbai: Global diamond company De Beers Group has announced an association with Indian cricketer Abhishek Sharma to promote natural diamonds in India.
The collaboration aims to highlight the symbolism and cultural relevance of natural diamonds, particularly among younger consumers. Abhishek Sharma, who has emerged as a prominent young cricketer in India, has been chosen by the company to represent themes such as authenticity, resilience and personal achievement.
According to the company, the association seeks to connect the narrative of natural diamonds with individuals who reflect confidence and individuality. Sharma is known for his aggressive batting style and rising popularity in Indian cricket.
Commenting on the partnership, Abhishek Sharma said he was looking forward to working with De Beers and celebrating the legacy and craftsmanship associated with natural diamonds.
Toranj Mehta, Vice President – Marketing at De Beers India, said the collaboration reflects the brand’s effort to connect natural diamonds with personalities who represent determination and individuality.
India remains one of the world’s most significant markets for natural diamonds, where the gemstone is often associated with milestones, personal achievements and celebrations. Industry observers note that partnerships with sports personalities are increasingly being used by luxury brands to reach younger audiences.
