De Beers Group ties up with GJEPC to promote natural diamonds in India

De Beers Group, a leading diamond company, and Gem & Jewellery Export Promotion Council, India’s apex jewellery trade body, have announced a collaboration to promote natural diamonds in India through retailers. Indra is designed to harness this momentum by tapping into India’s dynamic young population, the rise of organised players, and increasing demand.” “This initiative reflects a shared vision to educate stakeholders, empower retailers, and boost consumer demand, all the while highlighting the timeless value of natural diamonds,” he said. However, with its vibrant economy, growing young population and large number of leading diamond businesses, India still holds a wealth of untapped potential.” “Presently in the Indian jewellery retail sector, the penetration of natural diamonds stands at only around 10%, which is well below the rate seen in mature jewellery markets such as the U.S., and with this initiative the penetration level will rise to 15% in three years,” she said. “Through this new collaboration with the GJEPC, we will help unlock this growing opportunity for increased consumer demand for all types of natural diamond jewellery, including bridal, everyday wear and entry-level pieces,” she added.