De Beers Group has partnered with cricketing icon Suryakumar Yadav for a brand association focused on positioning natural diamonds around themes of resilience and long-term value, the company said on 6 April 2026.

Yadav, managed by RISE Worldwide, will feature in campaigns aligned with De Beers’ India marketing strategy. The company said the collaboration links the athlete’s career trajectory with its messaging on the formation and rarity of natural diamonds.

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.”