De Beers Group and GJEPC launch a strategic collaboration called Indra to strengthen the natural diamond narrative in India's thriving jewelry market.
De Beers Group , the world’s leading diamond company, and the Gem & Jewellery Export Promotion Council ( GJEPC ), India’s apex jewellery trade body, today announced the commencement of a strategic collaboration to strengthen the natural diamond narrative within the Indian gem and jewellery trade. The collaboration, called Indra, will focus on supporting independent retailers in India with tools that go beyond the conventional.
For example, leveraging Artificial Intelligence to create customized retailer campaigns. From multi-lingual marketing assets to immersive storytelling and superior customer experiences, as well as in-depth natural diamond jewellery training in local languages, it will support India’s jewellery retailers with the tools they need to make sure that natural diamonds resonate deeply with every consumer who walks through their doors. Interactive roadshows regarding the collaboration will commence in January 2025, at which GJEPC members will be able to enrol in the programme. The Indian gem and jewellery market, currently valued at USD 85 billion, is poised for rapid growth, projected to reach USD 130 billion by 2030. Indra is designed to harness this momentum by tapping into India’s dynamic young population, the rise of organised players, and increasing demand across bridal, everyday wear, fashion, and entry-level jewellery. This initiative reflects a shared vision to educate stakeholders, empower retailers, and boost consumer demand, all while highlighting the timeless value of natural diamonds
DIAMONDS INDIA JEWELLERY DE BEERS GROUP GJEPC
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