De Beers Group has announced an association with Indian cricketer Abhishek Sharma to promote natural diamonds in the Indian market. The partnership was announced on March 10, 2026 in Bengaluru.

The collaboration brings together the global diamond company and the cricketer as part of efforts to highlight the cultural and personal significance of natural diamonds in India. According to the company, the association aims to connect the category with themes of authenticity, personal identity and achievement.

Abhishek Sharma, who has gained recognition in Indian cricket for his performances and distinctive playing style, will be associated with De Beers’ communication around natural diamonds. The company said the partnership reflects shared values linked to individuality and personal milestones.

Speaking on the association, Abhishek Sharma said, “I'm looking forward to partnering with De Beers as they share my passion for the timeless elegance of natural diamonds. I've always been drawn to diamonds for their understated sophistication and the unique story each one tells. This collaboration feels like a natural fit, and I’m excited to create something special together while celebrating the meaning and legacy of natural diamonds.”

Commenting on the announcement, Toranj Mehta of De Beers India said, “Abhishek embodies the character of natural diamonds through his confidence, authenticity, and clarity of self. He does not just wear diamonds. He reflects what they stand for: rarity, resilience, and inner fire. At De Beers Group, we focus on the emotional meaning diamonds hold, and Abhishek’s choice to wear them during important moments of his career makes this a powerful and contemporary narrative. We are thrilled to celebrate this moment for Indian cricket with him.”

De Beers said India remains a significant market where diamonds are often associated with personal milestones and achievements. By associating with a public personality connected with younger audiences, the company aims to reinforce the positioning of natural diamonds as symbols of individuality and accomplishment.