Kumari Fine Jewellery, a modern, design-forward fine jewellery brand, has entered franchise sports to connect with younger, urban audiences through the launch of Kumari Jets at the All Stars Tennis Ball Cricket League (ASTCL).
The league will be held from February 9 to 14, 2026, at the Wings Sports Center, Mumbai. It will bring together well-known faces from the film and OTT world, such as Surya Sharma, Bakhtiyar Irani, Arjun Bijlani, and Karan Wahi, for a fast-paced, entertainment-led cricket experience. The tournament will be streamed live on the league’s official OTT platforms, with Sony Sports 5 announced as the proposed broadcast partner, giving Kumari Jets strong national visibility across screens.
Kumari Jets will compete alongside nine other teams in a league-cum-knockout format spanning 23 matches, culminating in a grand finale this Valentine’s Day. The team’s participation reflects Kumari Fine Jewellery’s broader vision of engaging with audiences through culturally relevant platforms that extend beyond traditional retail and festive buying moments.
Speaking about the association, Supriya Kataria, Founder, Kumari Fine Jewellery, said, “This partnership with Kumari Jets allows us to connect with customers where culture and everyday conversations unfold. We’re reaching households and emerging markets authentically. Most importantly, it is an effort to position Kumari beyond gendered or occasion-led perceptions as contemporary fine jewellery for modern lifestyles as something people choose for themselves, not just for weddings or festivals.”
Sharing his perspective, Vikas Kataria, Owner, Kumari Jets, said, “Cricket and entertainment have always shared a natural synergy, which is exactly what drew us to this league. The fast-paced format keeps the game thrilling, while the familiar faces on the field help the audience truly connect. As owners, our mission is to build a distinct identity for the Kumari Jets—focusing on the joy of the sport and growing this team authentically, one step at a time.”
Commenting on the league, Bunty Walia, Founder, All Stars Tennis Ball Cricket League, said, “The idea behind the All Stars Tennis Ball Cricket League has always been to create a format that blends sport with entertainment in a way audiences can instantly connect with. We wanted a league that feels fast-paced, accessible, and rooted in the popular culture of tennis ball cricket that people grow up playing. With a compact format and lively atmosphere, the focus is on delivering an experience that’s equally exciting for players on the field and fans watching whether live or at home..”
With Kumari Jets, Kumari Fine Jewellery makes a considered move into franchise sports, viewing the team as a long-term platform for storytelling, engagement, and cultural relevance rather than a one-season sponsorship. Over the course of the tournament, Kumari Jets will be supported through on-ground presence, digital content, and fan-led interactions.
As the league tips off in February, Kumari Jets is set to emerge not just as a team to watch on the field, but as a new lifestyle sports identity built at the intersection of cricket, entertainment, and youth culture.
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