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.
