De Beers Group, a global leader in the diamond industry, and Tanishq, India’s top jewelry retailer from the Tata Group, have announced a long-term partnership to connect more Indian consumers with natural diamonds. This collaboration aims to tap into India’s growing diamond market, which has recently seen increased demand.
India now accounts for 11 percent of global natural diamond jewelry demand, surpassing China as the second-largest market worldwide. This shift is fueled by a strong economy, a growing middle class, and consumers who value meaningful jewelry. However, diamond purchases in India still lag behind mature markets like the U.S., offering significant growth potential.
To address this, Tanishq and De Beers will work together to educate consumers, build interest in natural diamonds, and enhance confidence in their value. The partnership will utilize Tanishq’s market expertise and De Beers’ diamond industry knowledge to highlight the rarity and lasting appeal of natural diamonds.
The initiative includes a broad consumer outreach program, training for Tanishq’s retail staff, and a 360-degree marketing campaign to attract first-time buyers. This builds on Tanishq’s existing use of De Beers’ diamond verification technology, with ongoing discussions about further collaboration on traceability and technology.
Sandrine Conseiller, CEO of De Beers Brands, stated, “India’s deep connection with diamonds is well established, and we are excited to partner with Tanishq to explore this vibrant market further. Together, we will enhance consumer engagement with these valuable gems.”
Ajoy Chawla, CEO of the Jewellery Division at Titan Company Limited, noted, “India’s diamond market holds immense potential due to low penetration of diamond jewelry and rising incomes. Tanishq has long been a leader in making diamond jewelry accessible and adheres to strict sourcing standards. Our partnership with De Beers will create new opportunities and celebrate the beauty of natural diamonds.”
