Themed ‘Love So Natural, Only a Natural Diamond Will Do’ the dedicated zone within the showroom has already shown results, with several orders received by the retailer
Kolhapur: Mahendra Jewellers has become the first jeweller in the country to introduce a fully branded Project INDRA zone at its flagship showroom. The initiative marks a significant step in strengthening consumer trust and awareness around natural diamonds, by being part of the Indian Natural Diamond Retailer Alliance (INDRA), launched by the De Beers Group in partnership with the Gem and Jewellery Export Promotion Council (GJEPC).
Mahendra Jewellers has dedicated an exclusive natural diamond jewellery section within its showroom to the project, displaying the INDRA brand identity themed ‘Love So Natural, Only a Natural Diamond Will Do’. The space features jewellery from the‘Love from Dad’solitaire collectionand‘Love from Bestie’bracelets collection, encouraging young consumers to explore natural diamonds as meaningful expressions of emotion.
Commenting on the collaboration, Mehul Oswal, Managing Director, Mahendra Jewellers, said, “INDRA is a good platform by De Beers and GJEPC to promote natural diamonds. It is helping retailers strengthen communication and correct customer confusion between natural and lab-grown diamonds.”
The INDRA branding has been integrated across all sections of Mahendra Jewellers’ premises, including gold, silver and antique jewellery counters, to ensure visibility across customer touchpoints. The staff has undergone product training to guide customers through the new section and respond to enquiries effectively.
“We launched INDRA only a few days ago, and we already received several orders for the Bestie bracelets. This quick response shows how well customers connect with Mahendra Jewellers and with the new collections,” Oswal added. “The theme ‘Love So Natural, Only a Natural Diamond Will Do’ connects deeply with our legacy. Being a fourth-generation jeweller, we often see families who bought jewellery from my father or grandfather returning for their children’s weddings. INDRA’s message resonates with that emotional continuity.”
Mahendra Jewellers believes the initiative will boost interest in natural diamonds, particularly among younger customers, and reinforce trust in the authenticity of diamond jewellery.
Mahendra Jewellers, a prominent name in the industry since 1907, operates two stores in Kolhapur.
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