Optimism rules that Project INDRA will help educate customers, rebuild trust and boost market demand for diamonds
Mumbai: While gold continues to dominate customer preference in India, the challenge for retailers has been to strengthen demand for natural diamonds. The Indian Natural Diamond Retailers Alliance (INDRA), launched by the De Beers Group along with the Gem & Jewellery Export Promotion Council (GJEPC), has stepped in to bridge this gap.
The initiative provides interactive learning modules, performance tracking, and AI-powered advertising tools to assist retailers in communicating the value of natural diamonds. It also offers multilingual training and merchandising support to help build trust and expand the market. With this infrastructure, retailers across India are being prepared not only to sell more diamonds but also to educate customers and rebuild confidence in the category.
Here’s what some of the retailers registered for INDRA have to say:
At Lala Jugal Kishore Jewellers in Lucknow, Director Tanya Rastogi explains how educating customers is central to their approach. “At Lala Jugal Kishore Jewellers, our 160-year legacy in Lucknow has always stood on one belief – diamonds are forever. That’s why every one of our stores has full floors dedicated only to diamond jewellery, and why natural diamonds form such a large part of our business. Lab-grown diamonds cannot carry the same value, rarity or permanence,” she says. “With confusion in the market, we dedicate time to educating clients and ensuring transparency. The INDRA campaign by De Beers gives our customers added confidence that choosing natural diamonds is an investment in trust and legacy.”
For retailers like Shivek Gupta, Managing Partner of Tibarumal Jewellers, Hyderabad, INDRA’s 360-degree media campaign is a boon. “The natural diamond segment has always been a top revenue-driver. We are extremely glad that INDRA has started marketing and creating aspiration for the diamond again. The client is heavily influenced by mainstream media and the INDRA campaign is doing a great job at countering the false propaganda of lab-grown diamonds,” he points out.
Gaurav Kataria, Director, DC Jewellers, Ratlam, sees INDRA as a turning point. “Today, natural diamonds make up only about 10% of the market in India,” he notes. “With INDRA’s launch, we see a transformational opportunity to build consumer trust and demand. Over the next 18-24 months, we expect natural diamonds to contribute significantly more to both our sales volume and margin profile. We expect natural diamonds to become a mainstream choice, not just for bridal wear but for everyday-wear and entry-level designs as well.”
INDRA’s approach resonates with retailers like Manik Jain, Director, Isvari Jalandhar Jewellery House, New Delhi. “We deal exclusively in natural diamonds, so any initiative that supports this category aligns with our values,” he says. “We are happy to be part of the INDRA campaign by De Beers. Customers who want authenticity, heritage, and lasting worth will continue to prefer natural diamonds, and campaigns like INDRA will help raise awareness and drive further growth in this segment.”
The sentiment is echoed by Ankit Kankariya, Director, Sumeet Gems and Jewellers, Raipur. “In the past, falling prices made customers unsure about investing in diamonds,” he explains. “With prices stabilizsing recently, there’s renewed optimism. With the rollout of INDRA, small retailers get a unified platform to amplify their efforts and reach more customers.”
Rajendra Agarwal, Owner, Sona Chandi Jewellers, Kanpur sees INDRA as a way to rebuild trust in the market. “Lab-grown diamonds flooded the market at steep discounts, confusing families,” he says. “Over the last 15 days, we’ve seen demand slowly return. What’s needed is a campaign that educates customers on why natural diamonds are a better investment. Our aim is to ensure that natural diamonds remain the preferred choice, and we believe INDRA will support this effort.”
With the festive season around the corner and consumer interest gradually returning, INDRA’s structured support, training, and marketing tools aim to ensure that natural diamonds remain an essential and trusted choice in India’s jewellery market.
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
