Retailers across India have welcomed Project INDRA as a platform that strengthens the category and encourages growth
Mumbai: With rising gold prices, retailers in India are seeing increased interest in natural diamonds, even as the Indian Natural Diamond Retailer Alliance (INDRA), launched by the De Beers Group in partnership with the Gem and Jewellery Export Promotion Council (GJEPC), has stepped in to help them communicate the intrinsic value of diamonds to customers. The alliance provides training, marketing support and digital tools, enabling jewellers to boost sales and strengthen consumer trust in natural diamonds.
Retailers across India have welcomed Project INDRA as a platform that strengthens the category and encourages growth. Mehul Oswal, Managing Director, Mahendra Jewellers, Kolhapur, said, “There is a naturally growing demand for diamonds. We see Project INDRA as a strong platform that enables us to grow together with the natural diamond industry. At Mahendra Jewellers, we strongly support INDRA.” He added that customers are increasingly looking at diamonds as a classic option for engagements, weddings, anniversaries, birthdays, daily wear and office wear.
De Beers ad customized by Mahendra Jewellers, Kolhapur
For many retailers, INDRA’s strategic tools have reinforced diamond sales and customer trust. Ishu Datwani, Founder, Anmol Jewellers, Mumbai, explained, “For us at Anmol, natural diamonds represent true luxury, legacy and permanent value. We’ve always been confident in the category’s strength; recently, we pre-launched a sub-brand and sold pieces at full MRP with zero discount – a testament to this inherent demand. The high gold price is nudging some customers to explore diamonds, but the shift is more about the aspiration for a luxurious, lasting statement than just a price substitute. Project INDRA is a game-changer. It’s providing the entire ecosystem – especially smaller and regional jewellers- with essential training, digital tools and the unified marketing support needed to communicate the compelling, timeless narrative of natural diamonds. We see INDRA as a vital force that will significantly grow the market penetration of natural diamonds across India.”
De Beers ad customized by Abhushan Diamonds and Gold
Retailers have noted that the emotional and practical appeal of diamonds remains strong and consistent even as gold prices fluctuate. Suraj Popley, Director, Popley Eternal, Mumbai, said, “Customers continue to show strong interest in natural diamonds, as the sentiment has been very positive and diamonds maintain an emotional connect. Project INDRA has further helped raise awareness about the enduring value of natural diamonds. While rising gold prices have led some to invest more in gold, diamonds remain in demand because they are more wearable, with items like tennis bracelets, solitaire rings and solitaire tops still sought after.”
De Beers ad customized by ISVARI Jalandhar Jewellery House
Through INDRA, retailers now have the resources to educate customers, increase store footfalls and enhance sales, while strengthening confidence in natural diamonds as a category. The alliance is creating a unified market presence that benefits both retailers and customers, ensuring natural diamonds continue to hold relevance and appeal in India’s jewellery sector.
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