The initiative is helping jewellery brands across the spectrum address a younger, more digitally savvy customer base
Mumbai: As the conversation around natural versus lab-grown diamonds continues to grow louder, jewellery retailers across India are voicing strong support for the Indian Natural Diamond Retailers Alliance (INDRA) – a collaborative initiative forged between the De Beers Group and the Gem & Jewellery Export Promotion Council (GJEPC) – that is specifically tailored to strengthen the natural diamond jewellery retail sector in India.
Retailers participating in the initiative say the biggest benefits of Project INDRA include access to a national-level advertising campaign and a unified platform that reinforces trust in natural diamonds. The programme provides strategic marketing support to significantly boost their sales and overall business performance.
Retailers also highlight how Project INDRA is helping them address a younger, more digitally savvy customer base. “Project INDRA is a huge support for retailers like us as it strengthens both our marketing and customer outreach,” says Mohit Sheth, Director, Batukbhai Jewellers, Nagpur. “The biggest benefit is the national advertising push by De Beers that aligns our local presence with a global narrative, helping us showcase the true value of natural diamonds to today’s customers.”
Shweta Pathak, Founder, Aakarshan Gems and Jewellery, Bhopal, praises the project for staying true to the brand’s core values: “We have always believed in natural-origin diamonds and gemstones. Project INDRA helps us clearly communicate that ethos. It gives us unshakable confidence to stand for clean, transparent industry practices,” she affirms.
In view of the market shift in consumer preferences, especially in response to rising gold prices, the diamond category has seen a stir. “With gold prices going up, we are seeing mass and entry-level customers shift towards diamond-studded jewellery,” notes Aviral Prakash, Director, Abhushan Diamonds and Gold, Agra. “Project INDRA creates a unified voice that reassures buyers about the enduring value of natural diamonds while countering the noise around lab-grown ones. This association builds credibility and strengthens customer trust.”
Sheth of Batukbhai Jewellers echoes a similar sentiment, noting a growing tilt towards diamonds: “We are seeing customers show more interest in diamonds as a long-term value purchase. The digital ecosystem and training support from Project INDRA are helping us better engage this evolving customer base,” he says, indicating that while traditional preferences for gold continue to remain strong, especially during festivals, younger consumers are increasingly looking at diamonds and gemstone jewellery for their daily wear and self-expression needs.
As Project INDRA gains momentum, more retailers are expected to join the movement, united by a shared goal — to preserve the integrity of natural diamonds while embracing the tools and narratives needed to thrive in a modern retail environment.
Retail Jeweller India News
