De Beers has entered into a long-term partnership with Titan Company’s Tanishq jewelry brand to promote natural diamonds in India. This collaboration will focus on marketing, education, and consumer outreach.
India has recently surpassed China to become the world’s second-largest market for diamond jewelry, accounting for 11% of global demand, according to De Beers. Both De Beers and Tanishq see significant potential for growth in this market.
Ajoy Chawla, CEO of Titan’s jewelry division, emphasized the opportunity in India, citing the low penetration of studded jewelry compared to gold and the increasing per-capita incomes in the country. He noted that in a world increasingly dominated by artificial experiences, consumers are drawn to authentic brands and natural products.
The partnership will combine De Beers’ diamond expertise with Tanishq’s knowledge of the Indian jewelry market. The goal is to educate consumers and train Tanishq’s retail staff to better communicate the value of natural diamonds.
In addition to education and training, the two companies plan to launch a marketing campaign aimed at expanding the natural-diamond customer base and attracting first-time buyers. They are also considering collaborating on diamond traceability efforts.
