De Beers Enlists Maharaja to Promote Natural Diamonds in India
October 11, 26
(IDEX Online) - De Beers has enlisted Jaipur's titular Maharaja, Sawai Padmanabh Singh, to promote natural diamonds in India, as the company seeks to expand demand in a market it sees as a major source of future growth.
Singh, 28, is head of Jaipur's former ruling royal family in Rajasthan, northwestern India, and an international polo player.
India abolished official recognition of princely titles in 1971, but former royal families retain their historic titles and public profiles.
De Beers named Singh its advocate for natural diamonds in India at Jaipur's City Palace on October 9, drawing on his family's historic association with jewelry, craftsmanship and precious gems.
Singh has worked with international brands including US Polo Assn and Ralph Lauren, and has used his public profile to promote polo and Jaipur's cultural heritage.
His appeal to De Beers is likely to lie less in mass-market celebrity than in his ability to connect royal history with contemporary luxury and younger, affluent consumers.
GQ India reported that he had around half a million Instagram followers in 2024, although there is no published evidence that he has a broad following among young Indians generally.
"For me, legacy is not simply about preserving the past; it is about understanding where you come from and finding ways to make that heritage relevant for the future," Singh said.
"A natural diamond carries that same sense of continuity. It is shaped by nature over an extraordinary period of time, and its value lies not only in its beauty, but in the rarity and authenticity that make it truly timeless."
India is the world's second-largest market for natural diamond jewelry after the United States, accounting for about 12% of global demand, according to De Beers' figures.
By associating natural diamonds with Jaipur's royal heritage, De Beers is seeking to connect the stones' geological origins and rarity with cultural identity, personal meaning and lasting value.
The appointment is a new partnership for this campaign, although De Beers has a longer history of using ambassadors, brand campaigns and cultural associations to promote natural diamonds.
The company sees scope to bring more Indian consumers into the diamond category, including younger buyers and customers who traditionally prioritize gold jewelry.
The marketing initiative comes as the natural diamond business faces continued price pressure and competition from lab grown stones. De Beers' average realized rough diamond price fell 32% in the first half of 2026 to $105 per carat.
The Jaipur royal family's fortune has been estimated at around $2.4 billion by India's Financial Express, although the figure is unverified.
Picture caption: Sawai Padmanabh Singh, titular Maharaja of Jaipur and De Beers' new advocate for natural diamonds in India.