It brings the country’s full spectrum into focus, spanning every region from North to East to West and South, offering jewellery crafted for each bride’s cultural identity
Kozhikode: Leading jewellery retailer Malabar Gold & Diamonds has unveiled the 15th edition of its flagship ‘Brides of India’ campaign. This year’s edition brings together 22 brides and 10 celebrities — Alia Bhatt, Kareena Kapoor Khan, Nandamuri Taraka Rama Rao (Jr), Karthi, Anil Kapoor, Srinidhi Shetty, Rukmini Maitra, Sabyasachi Mishra, Prarthana Behere and Manasi Parekh, all reflecting the scale, diversity and emotional depth the campaign has come to stand for.
A day earlier, the brand had launched a teaser, introducing the central idea of the campaign: the bride as the decision-maker of her own journey. The voice-over noted that every bride in ‘Brides of India’ is ‘not just the showstopper, she’s the show-runner as well’, signalling a focus on individual expression within the framework of tradition.
The ‘Brides of India’ campaign began in 2011 and has continued as an annual project since then. Commenting on the significance of the 15th edition of the campaign, M. P. Ahammed, Chairman, Malabar Gold & Diamonds, said: “Each year, the ‘Brides of India’ campaign is our tribute to the brides of this country, and the 15th edition marks a significant milestone for us. We have highlighted how brides honour tradition while bringing their own expression to it. This edition celebrates the depth of those traditions — the memories, rituals and relationships that define her. With Malabar’s commitment to transparency and quality assurance, we want every family to feel confident in choosing jewellery that is meaningful and trustworthy.”
Malabar Gold & Diamond’s ‘Brides of India’ has always honoured the extraordinary diversity of Indian bridal traditions, and this edition brings the country’s full spectrum into focus. The collection spans every region from North to East to West and South, offering jewellery crafted for each cultural identity. This includes the regal polki craftsmanship of Rajasthan, the temple-inspired gold artistry of Tamil Nadu, Kerala’s traditional kasavu-inspired bridal gold, and the intricate motifs that define Bengal’s jewellery heritage.
What makes the collection even more special is its pan-India accessibility, allowing any bride, anywhere, to choose jewellery from any cultural style. A bride in Chennai can opt for an elaborate Rajasthani polki set, just as a bride in Delhi can bring home temple jewellery from the South, a reflection of Malabar’s extensive design archive and customization expertise.
Brides of India is a long-running marketing initiative by Malabar Gold & Diamonds that presents bridal collections linked to specific cultural traditions. Previous editions have categorized bridal personas, including the Elegant Bride, Trendsetter Bride, Tamil Bride, Punjabi Bride and South Indian Bride. The 2025 edition of ‘Brides of India’ brings together some of Malabar’s signature bridal lines, including the Divine Collection inspired by Indian heritage and temple art, the gemstone-rich Precia Collection featuring rubies, emeralds and sapphires, and the contemporary yet tradition-rooted Diamond Collection which blends radiant diamonds with motifs drawn from India’s cultural landscape. Together, these collections form a vivid tapestry of Indian bridal identity and continue the rich legacy that ‘Brides of India’ has built over the last 15 years.
Alia Bhatt said, “Every bride brings her own personality into her wedding, expressing tradition in a way that feels true to her. That’s what ‘Brides of India’ represents. Malabar captures this beautifully through jewellery that feels meaningful, contemporary and connected to her story.”
Kareena Kapoor Khan added, “Every bride carries the traditions she has grown up with, and weddings bring that heritage to life through every ritual and moment. What I admire about ‘Brides of India’ is how Malabar brings these stories together under one cultural narrative while keeping the bride at the centre. Being part of this campaign has always felt special because it celebrates our roots with sincerity and elegance.”
Anil Kapoor said, “In India, weddings are brimming with energy — the music, the colours, the celebrations that bring everyone together. But there’s also a deeply emotional moment when the bride looks around and feels the significance of this life-changing event. What I admire about ‘Brides of India’ is how it understands that balance: the grandeur of the festivities and the sincerity of the bride’s journey. The jewellery reflects both these nuances with a beautiful clarity.”
With this iteration of its flagship campaign, Malabar Gold & Diamonds invites brides to explore jewellery that reflects their heritage, their identity and the memories they want to carry forward.
Malabar Gold & Diamonds was established in 1993 as the flagship company of the Malabar Group, a diversified Indian business conglomerate. The company operates more than 400 showrooms across 13 countries, including India, the Middle East, the Far East, the USA, the UK, Canada and Australia.
Retail Jeweller India News
