Jewellers associated with Project INDRA talk about natural diamonds as a category in their retail business and how Project INDRA is already bringing about a change
Mumbai: India’s natural diamond retail sector is witnessing a coordinated shift as jewellers across India align under the Indian Natural Diamond Retailers Alliance (INDRA),that aims to strengthen the natural diamond category in the jewellery market. An initiative by the De Beers Group in collaboration with the Gem & Jewellery Export Promotion Council (GJEPC), INDRA is designed as a digital ecosystem, and has set out to increase the penetration of natural diamonds in the market, where consumer preference still remains heavily gold-driven.
Here are insights from jewellers across the country who are part of Project INDRA:
Shreyansh Kapoor, CEO, Kashi Jewellers, Kanpur roots for Project INDRA, saying it must extend beyond metros. “Project INDRA needs a strong grassroots connect, reaching Tier II and Tier III cities with the support of local and regional partners. That will ensure natural diamonds remain at the centre of customer trust and demand,” he states.
Holding up the brand’s long-term perspective, he says, “For the last 35 to 40 years, Kashi Jewellers has only promoted 100% natural diamonds. Natural diamonds have a strong future, whereas lab-grown diamonds are synthetic and their value keeps dropping day by day. Two years ago, customers were enquiring about lab-grown diamonds, but now those queries have become zero.”
Harsahaimal Shiamlal Jewellers (HSJ)links natural diamonds with long-term value creation. Vihaan Anand, Managing Director, Harsahaimal Shiamlal Jewellers (HSJ), Lucknow,says, “Natural diamonds remain timeless. While prices may fluctuate, as with any commodity, rates are steadily recovering. Project INDRA empowers retailers with a unified platform to collectively highlight the significance of natural diamonds. By providing shared marketing materials, training and sales enablement tools, INDRA reduces marketing costs, amplifies reach and fuels demand.”
D. Harris Nadar Jewellery, which has focused on natural diamonds for two decades, also views INDRA as a catalyst for sales. S.K. Sophilal Harris, Partner,D. Harris Nadar Jewellery, Nagercoil,says, “Natural diamonds currently account for around 8% of our jewellery sales. Even before the debate around lab-grown, we actively advocated natural diamonds through our social media campaigns. With INDRA, we look forward to further growth through customized marketing tools, staff training modules and national campaigns.”
Odisha’s Arundhati Jewellers highlights how education around diamond quality drives sales. Achyutananda Meher, Director,Arundhati Jewellers,Bhubaneswar, explains, “We shifted our focus from selling diamonds to creating awareness about the 4Cs. This helped widen our customer base, especially among younger buyers. Platforms like INDRA will provide support through business intelligence, merchandising guidance, multilingual training and customized marketing assets.”
Raghava Rastogi, Partner, Jugal Kishore Jewellers, Lucknow, notes the importance of a fact-based narrative. “The natural diamond market is centuries old, and INDRA is a very important initiative. When incorrect information is circulated, customer trust is impacted. INDRA brings facts to the forefront, both for customers and retailers. This is a constructive and educational step, and we fully support it,” he says.
PMJ Jewels, headquartered in South India, considers natural diamonds central to its portfolio. Neerav Challa, Head of Supply Chain, PMJ Jewels,Hyderabad, says, “Natural diamonds are a core category for us, and demand continues steadily despite market fluctuations. INDRA provides guidance for our sales teams, ensuring they are aligned with customer queries and updated on industry developments. It also offers avenues in advertising and promotion to strengthen the category globally.”
Lucknow-based Mohan Shyam Kalyandas Jewellers sees INDRA as a way to strengthen customer engagement. Amit Rastogi, Director,Mohan Shyam Kalyandas Jewellers,says, “Natural diamonds are performing strongly for us. By associating with INDRA, we see an opportunity to enhance demand and strengthen marketing efforts. The initiative provides industry knowledge and creates a collective push for the category.”
AJB Fine Jewels in Lucknow is upbeat about the emotional value of natural diamonds. Says Umang Agarwal, Director, AJB Fine Jewels, Lucknow,“Natural diamonds will always remain the customer’s preferred choice. Lab-grown diamonds may appear attractive for the price, but they do not hold the same emotional value. INDRA is a necessary campaign, especially as social media creates comparisons that mislead customers. This initiative helps promote natural diamonds with clarity and reach.”
Meanwhile, Babulal Jewellersexpects the campaign to directly support sales conversions. Vikal Soni, Director, Babulal Jewellers, Raipur, explains, “We have not entered the lab-grown space because natural diamonds hold their value. INDRA will be very useful for our sales teams, making it easier to convert customers from gold to diamond jewellery. It is an important support system for retailers.”
Project INDRA has brought together a wide spectrum of retailers from across India, all unified in their commitment to strengthen the natural diamond category. From education around the 4Cs to grassroots outreach in smaller cities, retailers see value in INDRA, a platform that aligns marketing, sales, and consumer engagement under one umbrella.
At present, only 10% of Indian consumers purchase natural diamonds, compared with nearly 70% in the United States. In this scenario, Project INDRA has stepped in to fill the need for structured programmes that drive awareness, train retail staff, and provide consistent marketing narratives to connect with younger, aspirational buyers. INDRA’s suite of services include content in nine Indian languages, access to De Beers’ global campaigns, custom marketing assets, and sales staff training modules. Retailers can enrol for a nominal annual fee, which covers multiple showrooms in a chain, making the initiative accessible across markets.
Click here to become part of De Beers INDRA, India’s trusted diamond retail movement, and unlock new sales, visibility and customer loyalty.
Written by Achal Chaubey
Retail Jeweller India Exclusive
