MS Dhoni Becomes the New Face of Malabar Gold & Diamonds

Malabar Gold & Diamonds has roped in former India captain MS Dhoni as its new brand ambassador, marking the start of a long-term association built around the jeweller’s “Responsible Jeweller” philosophy. The company, one of the world’s largest jewellery retailers, is positioning the partnership as a statement on trust, transparency and accountability in jewellery buying.

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.” He added, “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.”

Speaking on his association with the brand, 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.

The “Responsible Jeweller” framework that anchors this collaboration covers responsible manufacturing, certified quality, fair pricing and customer-first policies across the value chain. By bringing Dhoni on board, Malabar aims to make that commitment more visible and relatable, especially to younger and male consumers who increasingly see jewellery as part of personal style.

Dhoni, for his part, has said that trust is earned through actions and consistency, and that this belief makes his association with Malabar meaningful. He will front campaigns that encourage people to make more informed jewellery-buying decisions, focusing on assurance, certification and long-term value rather than impulse alone.

The partnership will roll out through integrated advertising and in-store experiences, including collections and designs inspired by Dhoni’s persona and signature style. For Malabar Gold & Diamonds, the move strengthens its brand story as a global Indian jeweller built on trust and responsibility, now endorsed by one of the country’s most respected sporting icons.