Brands
Botswana and De Beers extend diamond partnership
MUMBAI: The government of Botswana and De Beers Group have signed new agreements, securing a 10-year sales deal (with a potential five-year extension) and a 25-year extension of mining licences for their 50:50 Debswana joint venture, now running from 2029 to 2054.
Botswana’s minister of minerals and energy, Bogolo Joy Kenewendo, said the agreements will “underpin the success of our diamond industry” and bring stability to the market. De Beers chief executive officer Al Cook, called it “the world’s greatest public-private partnership.”
Key Agreements
* Mining Licence Extension: Ensures long-term value from Debswana’s assets, including Jwaneng Cut-9, Jwaneng Underground, and Orapa Cut-3.
* Sales Agreement: Botswana’s Okavango Diamond Company (ODC) will sell 30 per cent of Debswana’s output, increasing to 40 per cent after five years. In an optional five-year extension, both ODC and De Beers will each sell 50 per cent.
Economic Commitments
* Diamonds for Development Fund: De Beers commits BWP 1 billion ($75 million) and further contributions from Debswana’s dividends to drive economic growth and job creation.
* Local Beneficiation: Investments in diamond jewellery manufacturing, a grading laboratory, and a vocational training institute.
* Marketing Initiatives: Botswana and De Beers will co-invest in campaigns to stimulate diamond demand and uphold ethical standards.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
