Mumbai: Diamond company De Beers Group announced its association with Indian cricketer Suryakumar Yadav as an ambassador, showcasing its shared belief in rarity.
De Beers states that Yadav’s journey closely mirrors the formation of natural diamonds, formed deep within the earth under immense pressure over billions of years, each one emerging unique and enduring. In many ways, the cricketer’s path reflects his excellence built through tenacity despite challenges.
Commenting on the brand’s new face, Toranj Mehta, Vice President, Marketing, De Beers India, said, “Suryakumar Yadav is a personification of the natural diamond’s journey. He spent years honing his craft, staying resilient through every challenge, and eventually emerging as a multi-faceted icon. He expresses his individuality with a confidence that is rare to find. At De Beers, we celebrate the rarity and the history behind every diamond, and we see that same spirit in Suryakumar’s path to the top. We are proud to celebrate this moment of rare brilliance with him.”
In a similar vein, Suryakumar feels the association is natural, as he believes his success is the result of a trusted process, much like diamonds, evolving consistently over time.
Established in 1888, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with mining operations in Botswana, Canada, Namibia, and South Africa.
