Nagpur is the first of 15 cities targeted to sign up retailers for a two-month pilot beginning on December 15, 2025
Mumbai: 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 introduced a new approach to engage natural diamond retailers across India. It has targeted 15 cities, to sign up retailers for a two-month pilot beginning on December 15, 2025.
Among the 15 cities, Nagpur is being considered as a special pilot project. The city’s eight leading independent retailers — Rokde Jewellers, Karan Kothari Jewellers, Batukbhai Jewellers & Sons, Khandelwal Jewellers, Parekh Brothers, Sathe Jewellers, Dass Jewellers and Meher Jewellers —have all signed up for the two-month Project INDRA pilot.
Sharing their views on how INDRA will support sales, streamline processes and help them respond to new consumer behaviour, here is what some of the Nagpur retailers had to say:
Amit Sathe, Partner, Sathe Jewellers, said, “INDRA is expected to support the business in the generic diamond jewellery category, which includes everyday-wear pieces. The pilot could bring a 20-25% rise in sales. Diamond sales in the last year saw a decline due to rising gold prices, which drove consumers towards gold as a more stable purchase. The main challenge is trust, and a category-level programme led by De Beers can build confidence among customers in a way that individual promotions cannot.”
CA Harshal Darodkar, Director, Darodkars Shree Meher Jewellers Private Ltd., says, “The programme will support counter-level conversations and help customers understand the value of natural diamonds. The market has changed in the past three years, with more informed buyers, stronger demand and growing interest in both wedding and self-purchase segments. However, confusion between natural and lab-grown diamonds remains a challenge, and INDRA can support clarity through verified product information.”
Paras Rajesh Rokde, Director, Rokde Jewellers Ltd, says, “Natural diamonds require a renewed narrative due to the rise of lab-grown options. INDRA will support this by restoring the emotional connection that drives diamond buying. Nagpur has seen shifts across several lifestyle categories, and natural diamonds remain part of this change. Awareness and competition are two challenges that INDRA can help address.”
Operational efficiency is another key focus for retailers in the city. Mohit Sheth, Director, Batukbhai Jewellers, says, “INDRA will help me offer customers verified information and reduce manual processes. Consumers in Nagpur now ask detailed questions, seek certificates and look for authenticity, which has increased demand for natural diamonds. Digital traceability and transparent information will be important tools for differentiation.”
Pradeep Kothari, Director, Karan Kothari Jewellers, says, “INDRA can improve customer experience, increase conversion and enhance store operations. Long-term benefits include organizational efficiency, better data use and readiness for digital expansion. Nagpur’s rising income levels and structured retail environment create strong conditions for natural diamond growth, but issues such as price sensitivity, consumer education, inventory risk and scalability pressures remain. INDRA can help address these concerns through verified information, sales tools and category building.”
With all these jewellers on board, Nagpur is set to play an important role in shaping how Project INDRA progresses in the coming months. Retailers see the programme as a way to support demand, build trust and create a unified voice for natural diamonds at a time when the market is changing.
Project INDRA aims to change how retailers manage sales, authentication and customer communication, offering a framework that supports both consumer clarity and trade-level efficiency.
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