De Beers Group and India’s Gem & Jewellery Export Promotion Council (GJEPC) have announced a strategic partnership aimed at strengthening the natural diamond narrative in India. The collaboration introduces the Indian Natural Diamond Retailer Alliance (INDRA), which will provide Indian retailers with multilingual marketing resources, training, and AI-powered tech tools to create tailored campaigns.
“The Indian gem and jewelry market, currently valued at $85 billion, is on track for rapid growth and is expected to reach $130 billion by 2030,” said Vipul Shah, Chairman of GJEPC, in a statement. “INDRA is designed to harness this growth by targeting India’s young population, the rise of organized retail, and increasing demand across bridal, everyday, fashion, and entry-level jewelry segments.”
De Beers Brands CEO Sandrine Conseiller added, “India holds immense untapped potential for natural diamonds. Currently, only about 10% of India’s jewelry market is made up of natural diamonds, a stark contrast to more mature markets like the U.S.”
India is now the world’s second-largest diamond market, surpassing China, with the U.S. still holding the top position.
This collaboration follows GJEPC’s efforts to promote the U.S. Federal Trade Commission’s guidelines on lab-grown diamond labeling and comes amid growing acceptance of lab-grown diamonds in India. De Beers has previously formed partnerships with major retailers, including Signet Jewelers, Chow Tai Fook, and Tanishq.
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