The initiative is built around driving scalable industry growth and aims to rope in 500 retailers across 15-20 cities by onboarding gold wholesalers and distributors first
Mumbai: The De Beers Group officially launched the ‘Heera Hai Aapke Liye’ programme at the recently concluded IIJS Signature-Bharat. The star-studded event saw actor Sonakshi Sinha joining Shweta Harit, Global Senior Vice President of De Beers Group and CEO of Forevermark, to unveil an initiative dedicated to making natural diamonds an integral part of daily life for the modern Indian consumer.
Actor Sonakshi Sinha with Shweta Harit, Global SVP of De Beers Group and CEO, Forevermark
The ‘Heera Hai Aapke Liye’ (Diamonds are for You) programme is strategically designed to promote natural diamonds by raising awareness, boosting market visibility,and creating a seamless connection between retailers and consumers. With a focus on modern designs and attractive price points, the programme also lets local retailers use De Beers Group campaigns — second-piercing earrings, ‘Bestie’ bracelets, and ‘Intention’ pendants — as their own. It positions diamonds as a lifestyle choice for self-expression and daily wear.
Speaking at the launch, Shweta Harit, Global Senior Vice President of De Beers Group and CEO, Forevermark, said, “De Beers Group has a rich legacy of creating iconic ritual campaigns that have shaped how the world perceives diamonds. With ‘Heera Hai Aapke Liye’ we are evolving that narrative for the Indian market to another level. We are not just selling jewellery, we are making natural diamonds more accessible and desirable in India. Our goal is to empower retailers through the Indian Natural Diamond Retailer Alliance (INDRA) and to ensure that every ‘First Diamond’ journey is as credible as it is beautiful.
Speaking on the occasion, Kirit Bhansali, Chairman, Gem & Jewellery Export Promotion Council (GJEPC), welcomed the launch of ‘Heera Hai Aapke Liye’ at IIJS Signature. “GJEPC is proud to partner with De Beers Group on Project INDRA, which is a critical step towards strengthening domestic demand for natural diamonds. By empowering retailers, enhancing consumer confidence, and expanding access across metros and Tier II markets, this initiative aligns perfectly with our vision to grow the natural diamond category sustainably within India.”
The ‘Heera Hai Aapke Liye’ programme is built around driving scalable industry growth through a structured model. It aims to rope in 500 retailers across 15-20 cities by onboarding gold wholesalers and distributors, while offering retailers a design advantage, strict product hygiene, buy-back assurance, and training and marketing support through the INDRA alliance. The initiative is supported by a curated entry-level product kit featuring earrings, bangles, bracelets, etc., supported by exclusive visual merchandising for display. It is designed to enable pan-India reach, unlocking new growth opportunities for both manufacturers and retailers.
As India continues to grow as the world’s second-largest market for retail diamond jewellery, the De Beers Group remains committed to strengthening the natural diamond narrative. By combining the emotional appeal of natural diamonds with the practical ‘Heera Hai Aapke Liye’ framework, De Beers aims to build a sustainable future for the category across both metros and Tier II cities. De Beers and GJEPC aim to expand the base of natural diamond buyers, increase self-purchase consideration, and establish long-term credibility for the category.
Established in 1888, the De Beers Group is the world’s leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. It has diamond mining operations in Botswana, Canada, Namibia and South Africa, and includes jewellery houses, De Beers London and Forevermark, besides diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group is a member of the Anglo American plc group.
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