De Beers Group and the Gem & Jewellery Export Promotion Council (GJEPC), India’s foremost jewellery trade organization, have launched a strategic partnership aimed at promoting natural diamonds in one of the globe’s most dynamic jewellery markets—India. The collaboration, known as INDRA – Indian Natural Diamond Retailer Alliance, seeks to empower independent retailers through cutting-edge tools and bespoke resources designed to enhance consumer engagement and elevate natural diamond desirability.
INDRA: An Innovative Retailer Support Program
INDRA stands out by offering a comprehensive suite of services tailored to meet the unique needs of the Indian jewellery market. Key components of the initiative include:
- AI-Powered Marketing Campaigns: Leveraging artificial intelligence to help retailers craft bespoke marketing strategies that resonate with various customer demographics.
- Multi-Lingual Marketing Collateral: Providing highly customizable marketing assets, available in multiple regional languages, to ensure messaging reaches all segments of India’s diverse population.
- Immersive Retail Experiences: Developing storytelling tools and customer engagement strategies that communicate the authenticity, beauty, and enduring value of natural diamonds.
- Localized Training Modules: Offering in-depth training on natural diamond jewellery in several local languages, helping retail staff deliver informed, engaging customer interactions.
Growth Potential in a Thriving Market
Vipul Shah, Chairman of GJEPC, underscored the significance of the collaboration:
“With the Indian gem and jewellery market currently valued at USD 85 billion and forecasted to surge to USD 130 billion by 2030, there is a pressing need to nurture consumer interest in natural diamonds. The INDRA initiative is perfectly timed to tap into the growing demand for bridal, everyday wear, and fashion jewellery. By equipping retailers with innovative tools and knowledge, we aim to drive awareness and sales of natural diamonds among India’s young, aspirational population.”
De Beers Brands CEO Sandrine Conseiller noted India’s remarkable rise as the world’s second-largest diamond jewellery market by retail sales, highlighting its vast untapped potential.
“Despite India’s impressive growth, the penetration of natural diamonds in the jewellery retail sector is only around 10%, far below that of mature markets like the United States. Through this partnership, we aim to unlock the considerable latent potential, spurring greater demand for natural diamonds across all categories, from everyday pieces to high-end bridal jewellery.”
Opportunities for Retailers
Retailers can register for the INDRA program at www.INDRAonline.in to access numerous benefits, including:
- Market Intelligence Platform: Stay informed with data-driven insights on market trends, consumer preferences, and competitive strategies.
- Customisable Campaigns: Use ready-to-deploy, localised marketing assets tailored to specific customer profiles and market conditions.
- Advanced Staff Training: Benefit from structured, multi-lingual training sessions covering all aspects of natural diamond jewellery, from sourcing to selling.
GJEPC and De Beers: A Partnership Rooted in Expertise
With a membership exceeding 10,500 businesses, GJEPC is India’s leading authority on gem and jewellery exports. Over the past five decades, GJEPC has cultivated a deep understanding of the Indian market’s intricacies. By partnering with De Beers, a company synonymous with diamond excellence, the two entities are poised to redefine how natural diamonds are perceived and sold in India.
Additionally, this collaboration follows GJEPC’s recent adoption of updated guidelines and definitions for diamonds, as outlined by the United States Federal Trade Commission (FTC). These standards reinforce transparency and accuracy across the diamond supply chain, further strengthening consumer confidence in natural diamonds.
As India cements its position as a major global jewellery hub, the partnership between De Beers Group and GJEPC is a timely and strategic move. Through the INDRA program, independent retailers will gain access to invaluable tools and expertise, positioning them to capitalise on the growing demand for natural diamonds.
For Canadian jewellers watching international markets, this initiative signals significant potential for growth in natural diamond sales—not only in India but also in other emerging economies where demand for genuine, responsibly sourced diamonds continues to rise. As retail landscapes evolve, partnerships like INDRA exemplify the importance of innovation, collaboration, and education in driving sustained growth in the global jewellery sector.
