Brands
De Beers Group partners Mumbai Indians Women, launches ‘Love from Universe’
MUMBAI: De Beers Group has partnered with the Mumbai Indians Women’s team as an official partner in the Women’s T20 League, extending its Love from universe campaign into the world of elite sport. The collaboration taps into themes of ambition, self-belief and intentional living, aligning natural diamonds with the mindset behind high performance.
As part of the tie-up, De Beers has rolled out a digital-first film that shifts focus from match-day action to the off-field lives of players. Featuring Harmanpreet Kaur, Amanjot Kaur and Natalie Sciver-Brunt, the film captures the cricketers building vision boards for their 2026 goals: mixing professional ambition with personal desires, from lifting the league trophy to catching up on sleep, travel and comfort food.
Anchored by the Natural Diamond Intention Pendant, the narrative frames manifestation as a modern ritual. Moving from quiet moments of reflection to the intensity of the cricket field, the film positions the pendant as a symbol of focus and clarity, built around the mantra: “Wear it, visualize it, manifest it.”
The partnership draws parallels between the journey of elite athletes and the formation of natural diamonds: both shaped over time through pressure, resilience and purpose. Beyond the campaign film, De Beers has also gifted Intention Pendants to members of the Mumbai Indians Women’s squad, reinforcing the brand’s message of conscious ambition on and off the pitch.
Brands
Reliance Retail acquires Priyanka Chopra Jonas’s haircare brand Anomaly
India’s biggest retailer bets on clean, vegan haircare as it muscles into the country’s fast-growing beauty market
MUMBAI: Reliance Retail has acquired Anomaly, the global haircare brand founded by actor and entrepreneur Priyanka Chopra Jonas, in a move that hands India’s largest retailer full ownership of one of the more internationally recognised homegrown beauty labels. Financial terms were not disclosed.
The deal covers Anomaly’s trademarks, brand assets and digital properties, giving Reliance Retail complete ownership of the brand’s intellectual property and digital ecosystem. Chopra Jonas, who launched Anomaly in 2021, will stay on as creative director, overseeing innovation, product development and brand vision.
Built on a clean, vegan and high-performance positioning at accessible price points, Anomaly has established an international presence across multiple global markets since its launch. Reliance Retail now plans to scale the brand aggressively through its expansive offline retail network and omnichannel platforms, including Tira, its beauty retail arm. India will be a priority market, with a focus on developing products tailored to Indian hair and scalp needs. The company also has its eye on North America, the United Kingdom and the Middle East.
Isha Ambani, who oversees Reliance Retail’s consumer businesses, was forthright about the strategic logic. “Bringing Anomaly into our portfolio marks a strategic step in expanding our basket of new-age, high-growth beauty brands,” she said. “Anomaly’s strong global positioning, clean formulation philosophy, and accessible pricing make it a compelling addition to our ecosystem.” She added that Reliance saw “immense potential in collaborating with Priyanka to scale the brand in India by leveraging our omnichannel capabilities and deep consumer insights, while continuing to grow its international presence.”
Chopra Jonas framed the acquisition as a milestone rather than an exit. “This is a defining moment for Anomaly,” she said. “What began as a deeply personal journey has grown into a brand with real purpose and global ambition, and Reliance Retail’s acquisition marks an exciting new chapter.” She added that Reliance’s “scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world.”
The acquisition slots neatly into Reliance Retail’s broader push into premium and digital-first consumer brands across fashion, beauty and personal care. In a beauty market growing at pace and increasingly receptive to clean, ingredient-conscious formulations, Anomaly gives Reliance a brand with genuine international credibility and a founder whose global profile does the marketing almost by itself. For Chopra Jonas, it means her haircare label gets the retail muscle of India’s most powerful consumer conglomerate behind it. Not a bad chapter two.
