Shaping up as a powerful new digital ecosystem to equip retailers with advanced training in marketing and sale of natural diamonds, Project INDRA, a collaboration between the De Beers Group and the Gem & Jewellery Export Promotion Council, has the ambitious goal of expanding the market-share of natural diamonds by 50%
Mumbai: When the De Beers Group and the Gem & Jewellery Export Promotion Council (GJEPC) unveiled the concept of their ground-breaking collaboration – the Indian Natural Diamond Retailer Alliance (INDRA) – at the IIJS Signature 2025 in January this year, the aim was to expand natural diamond market penetration as India emerges as the world’s second-largest diamond jewellery retail market.
The initiative has since taken wing, with a formal launch at the recently concluded IIJS Premiere 2025. Some of the country’s top jewellery retailers are already on board as part of Project INDRA, which has onboarded the Retail Jeweller India as trade partner.
INDRA is shaping up as a powerful new digital ecosystem designed to transform the way natural diamond jewellery is marketed and sold in India, as it empowers natural diamond jewellery retailers and manufacturers with cutting-edge technology and tools for training and marketing to enhance diamond sales. From AI-powered tools for campaign creation and multilingual global campaign templates to basic to advanced diamond training, industry updates and training programmes, INDRA addresses the real-time needs of modern jewellers. It also offers role-specific dashboards, sales enablement features, and store design resources to elevate the customer experience at every touchpoint.
INDRA was conceived to address specific challenges faced by traditional jewellers, especially in Tier II and Tier III cities. Research conducted prior to the platform’s launch revealed that while these retailers often enjoy strong customer loyalty, many lack the training, resources, and marketing tools required to confidently sell diamond jewellery. Complications around certification, product complexity, and consumer intimidation were also identified as major barriers to category entry.
“INDRA addresses these gaps by offering a comprehensive digital ecosystem. Retailers can create brand identities, receive customized merchandising guidance, access verified suppliers, and train staff in nine regional languages. The platform also supports localized digital marketing by allowing jewellers to integrate their own products into ready-made campaign creatives provided by De Beers,” said Amit Pratihari, Managing Director, De Beers India, who is spearheading INDRA.
“INDRA is a game-changer that is empowering retailers with marketing support, training and tools to bring the timeless story of natural diamonds to every corner of India. Programs like INDRA reflect our commitment to fostering sustainable growth, strengthening consumer trust, and positioning India as a leader in the global jewellery landscape,” said Kirit Bhansali, Chairman, GJEPC.
“Project INDRA is a strategic platform designed to empower retailers with best-in-class tools such as comprehensive learning, targeted brand-building, and a renewed narrative for natural diamonds. With Retail Jeweller as our Trade Marketing Partner, we want to make sure every jeweller feels empowered and inspired by INDRA, enabling them to strengthen trust, drive value, and build stronger consumer relationships in a competitive market. This is about unlocking potential at scale, with purpose,” said Toranj Mehta, Vice President – Marketing, De Beers Group.
Along with INDRA, De Beers has invested heavily in category marketing of natural diamonds, with a renewed focus on story-telling and cultural resonance. Its recent ‘Second Piercing’ campaign led to a 20% increase in natural diamond brand awareness. Building on that success, De Beers launched its next campaign ‘Love, From Bestie’, celebrating friendship across age groups through symbolic diamond pieces. Both campaigns are part of De Beers’ broader ‘Rituals’ platform, which aims to root natural diamonds deeper into Indian cultural and emotional contexts, as the company begins a sustained effort to support the industry over the next five to 10 years. “This isn’t just about business growth,” Pratihari said. “It’s about preserving the legacy of natural diamonds as carriers of memories, emotions and identity.”
By 2030, India’s precious jewellery market (including gold and diamonds) is projected to reach $120 billion, and by 2035, it could touch $200-250 billion. Jewellery, especially gems and diamonds, is expected to be a natural aspirational category for a rising class of consumers, spurring demand for natural diamonds.
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