With a vibrant economy, a growing middle class and discerning consumers who look for jewellery with enduring value, demand for natural diamond jewellery from Indian consumers has surged recently.
According to our 2023 Diamond Insight Report, demand in India grew by 20 per cent in 2021, followed by a 15 per cent increase in 2022. The country now accounts for 11 per cent of global demand and is the second largest natural diamond jewellery market in the world.
Joining hands with India's largest jewellery retail brand
In order to connect more Indian consumers with the rarity and brilliance of natural diamonds, we announced a long-term strategic collaboration with Tanishq, India's largest jewellery retail brand in August 2024.
Our strategy here is to combine Tanishq’s deep understanding of the Indian jewellery market with our diamond expertise, with the aim of amplifying the growing opportunities in India to enhance consumer education, interest and confidence, and to promote natural diamonds.
Creating the Indian Natural Diamond Retailer Alliance
In January 2025, we agreed a collaboration with the Gem & Jewellery Export Promotion Council (GJEPC), India's apex jewellery trade body. The Indian Natural Diamond Retailer Alliance (INDRA) is designed to strengthen and promote the natural diamond story within the Indian gem and jewellery trade. INDRA will focus on supporting independent retailers in India with innovative tools and strategies. India is a land of many languages, and so marketing assets will be multi-lingual, and training for retail employees will be offered in their local language. INDRA is even trialling the use of AI to create customised retailer campaigns.
Through this new collaboration with the GJEPC we expect to unlock increased consumer demand for all types of natural diamond jewellery as we continue to develop India’s potential.