De Beers Group has announced a partnership with Indian cricketer Abhishek Sharma as part of its efforts to promote natural diamonds in India. The association was announced on March 10, 2026 in Bengaluru.
The collaboration links the global diamond company with the young cricketer as part of its broader marketing efforts to reinforce the cultural relevance of natural diamonds. The company said the partnership aims to highlight themes of authenticity, identity and personal achievement associated with natural diamonds.
Abhishek Sharma will be associated with De Beers’ messaging around natural diamonds in the Indian market. The company stated that the partnership reflects shared values connected to individuality and personal milestones.
I'm looking forward to partnering with De Beers as they share my passion for the timeless elegance of natural diamonds. 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.Abhishek Sharma
Abhishek embodies the character of natural diamonds through his confidence, authenticity, and clarity of self. 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.Toranj Mehta, De Beers India
According to the company, India continues to be a market where natural diamonds are closely associated with personal milestones and achievements. By collaborating with a public figure connected with younger audiences, De Beers aims to strengthen engagement with the category and reinforce the positioning of natural diamonds within contemporary consumer narratives.