MUMBAI, IN — The Gem & Jewellery Export Promotion Council (GJEPC), India’s leading jewellery trade body, and De Beers Group, the world’s top diamond company, have announced a strategic partnership to promote natural diamonds in India’s gem and jewellery sector.
The initiative, named INDRA (Indian Natural Diamond Retailer Alliance), aims to equip independent retailers with advanced tools and resources to enhance their marketing and customer engagement strategies. These include AI-driven customized campaigns, multi-lingual marketing materials, immersive storytelling techniques, and in-depth training on natural diamond jewellery in local languages. The goal is to help retailers connect more effectively with consumers and highlight the unique value of natural diamonds.
Interactive roadshows introducing the programme will begin in January 2025, offering GJEPC members the opportunity to enrol.
Vipul Shah, Chairman of GJEPC, highlighted the significance of the initiative, stating, “India’s gem and jewellery market, currently valued at USD 85 billion, is expected to grow to USD 130 billion by 2030. INDRA will tap into this potential by targeting India’s young population, the rise of organised retail, and increasing demand across bridal, fashion, and everyday wear segments. This partnership aims to educate stakeholders, empower retailers, and drive consumer demand for natural diamonds.”
Sandrine Conseiller, CEO of De Beers Brands, added, “India is now the world’s second-largest market for diamond jewellery retail sales. However, natural diamonds account for only about 10% of the Indian jewellery market, which is significantly lower than in mature markets like the US. This collaboration with GJEPC will help unlock the untapped potential in India, driving demand for natural diamonds across all categories, from bridal to everyday wear.”
Retailers can register for the programme on INDRAonline.in, gaining access to multi-lingual training modules, a market intelligence portal, and customizable marketing assets. These resources are designed to help retailers boost sales, expand their customer base, and improve returns.
About GJEPC and the Collaboration
With over 10,500 members, GJEPC is the leading organisation driving India’s gem and jewellery sector. Through its large-scale events, roadshows, and outreach activities, GJEPC has a broad reach across the industry. This partnership leverages GJEPC’s deep market expertise and De Beers Group’s diamond industry leadership to strengthen the natural diamond narrative in India.
The collaboration follows GJEPC’s adoption of the updated diamond terminology and guidelines set by the US Federal Trade Commission (FTC). These guidelines aim to ensure clarity and transparency for both industry stakeholders and consumers.
By combining GJEPC’s market knowledge with De Beers’ global expertise, the partnership seeks to position natural diamonds as a timeless and valuable choice for Indian consumers.
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