The Gem & Jewellery Export Promotion Council (GJEPC) and De Beers Group, two industry giants, have announced a major new partnership aimed at strengthening the narrative around natural diamonds in India. As the world’s fastest-growing diamond jewellery market, India is poised to see a surge in demand for natural diamonds, and this collaboration will provide critical tools and educational resources to drive that growth.
The initiative, titled INDRA – Indian Natural Diamond Retailer Alliance, will equip retailers with innovative marketing strategies, including AI-powered campaigns, multilingual promotional assets, and immersive customer experiences. This forward-thinking partnership will offer in-depth training on natural diamond jewellery, ensuring that India’s growing jewellery market resonates with the timeless appeal of natural diamonds.
“India’s gem and jewellery market, which is valued at USD 85 billion, is projected to grow to USD 130 billion by 2030. The INDRA initiative aims to harness this tremendous potential, tapping into the country’s youthful population and increasing demand across bridal, fashion, and entry-level jewellery categories,” said Vipul Shah, Chairman of GJEPC. “Through this collaboration, we are set to empower retailers, educate consumers, and showcase the enduring beauty of natural diamonds.”
India has become the second-largest market in the world for retail diamond jewellery, yet the market penetration of natural diamonds remains low at only around 10%. With De Beers Group’s expertise and GJEPC’s local insights, this collaboration will unlock untapped opportunities in bridal, everyday, and fashion jewellery, fueling consumer demand and expanding the market.
Sandrine Conseiller, CEO of De Beers Brands, commented, “India’s diamond market holds vast, untapped potential. With a vibrant economy, a large young population, and a growing number of leading diamond businesses, the opportunity for growth is immense. This collaboration with GJEPC will help elevate natural diamonds as a preferred choice in Indian jewellery, driving demand across all categories.”
The programme will launch with interactive roadshows in January 2025, where GJEPC members can enroll and begin utilizing the tools and resources available. Retailers will benefit from multi-lingual training modules focused on natural diamond knowledge, as well as access to a market intelligence portal and customizable marketing materials designed to enhance consumer engagement.
Retailers can register for the programme at www.INDRAonline.in, where they will gain access to a wealth of tools, including marketing content and store-level promotion kits. This initiative is designed to equip India’s jewellery retailers with everything they need to promote natural diamonds effectively and expand their customer base.
With over 10,500 members, GJEPC is a key player in the Indian jewellery industry, and this collaboration builds on the Council’s deep understanding of the market, honed over five decades. Together with De Beers Group’s industry-leading expertise, the partnership is poised to transform India’s diamond jewellery market, one retailer at a time.
This announcement follows GJEPC’s adoption of the updated Federal Trade Commission (FTC) guidelines for diamond nomenclature and definitions, further emphasizing the importance of transparency and clarity in the industry.
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