Malabar Gold & Diamonds has announced the appointment of former India cricket captain MS Dhoni as its brand ambassador, marking the start of a long-term association centred on the company's Responsible Jeweller philosophy.

The partnership comes as the retailer strengthens its focus on transparency, ethical business practices and customer-first policies across its jewellery value chain. According to the company, the initiative reflects its commitment to ethical sourcing, transparent pricing, responsible manufacturing, trusted quality and accountability throughout its operations.

The Responsible Jeweller framework is supported by the company's Malabar Promises, which include 100% BIS Hallmarked jewellery, 28 quality checks for every natural diamond, transparent pricing, guaranteed buyback, lifetime maintenance, complimentary insurance, exchange programmes and responsible sourcing practices.

The campaign will be rolled out through television, print, digital platforms, social media, radio, cinema, out-of-home advertising, retail experiences and the company's owned platforms. Malabar Gold & Diamonds said the campaign will reach consumers through its network of more than 450 stores globally.

Commenting on the association, 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.

"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."

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.

"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."