RJ Market Watch
Lab Diamonds make retail inroads but trade rebels
Can you differentiate between a test-tube baby and a normally-conceived baby?” Pratik Patade, a salesman at Fiona Diamonds in Mumbai’s Bandra, asks his three customers. “No,” said the eldest of the women.
“Then you should buy the ring… It’s a pure diamond—only its point of origin is different,” store manager Aarzoo chimes in, as if on cue, betraying the regularity with which this exchange must occur. The hustle pays off. The youngest of the trio settles for a half-carat diamond ring, thanks to the considerable time Pratik and Aarzoo spent explaining lab-grown diamonds.
The exchange represents a trend the diamond industry in India and around the world is keeping a wary eye on — the retail viability of diamonds made in a lab.
The very idea is antithetical to the allure of diamonds — built on decades of expensive marketing — whose premise is that they are rare and unique gems, formed over a billion years deep inside the earth. It’s also a threat to the industry, as labs have, in recent years, been able to replicate the conditions under which diamonds are born, and produce gems that are chemically identical and visually indistinguishable from mined stones. High quality, lab-grown diamonds are now available at a fraction of the cost of their natural counterparts in India.
Lab Diamonds Mixed with Naturals
In comparison, the production value of mined stones — or ‘roughs’ as they are called in the industry — during the same periods were $14 billion, $14.3 billion and $6-6.5 billion, respectively.
A worry, though, is lab-grown diamonds masquerading as natural stones due to unsavoury industry practices. “Today, only 20% of synthetic diamonds in the world are officially reported. Often, they are mixed in with batches of natural diamonds sold by manufacturers, brokers and dealers to unaware resellers and, finally, end up in jewellery stores,” Evgeny Agureev, deputy chief executive, Alrosa, told ET. Mirny, Russia-headquartered Alrosa is one of the largest diamond miners in the world. The company does not intend to enter the lab-grown diamond market, unlike rival De Beers, which launched the jewellery retail brand Lightbox in 2018 to cater to that segment.
ROCK TECH
In India, the CVD method is more in use as it creates larger diamonds. CVD manufacturers use specialised ‘reactors’ to culture diamonds. Currently, there are an estimated 350-400 reactors churning out lab diamonds in India.
Setting up a lab diamond farm is an expensive proposition. A 10-reactor farm would require a capital outlay of Rs 20-25 crore. Lab diamond manufacturing also incurs high operational costs — each reactor consumes roughly 10,000 units of power every month.
“But this is not deterring new players,” says Malay Hirani, chief executive, Soni CVD Diamonds, a technology provider. “We’re getting a lot of enquiries from established jewellers to set up their own manufacturing units. It’s becoming a part of their vertical integration strategy.”
PRICE ADVANTAGE
Traditional diamantaires at are still not comfortable with sitting at the same table as lab-grown diamond manufacturers. The trade treats the lab-grown diamond as an annoying interloper into its pristine universe. Hostility apart, though, there is grudging recognition that the customer wants it, and its growth is inevitable.
WHAT IS GOING RIGHT FOR INDIA
-Ongoing hydrocarbon exploration licensing policy (HELP) to boost domestic production and national policy on biofuels
-Policies promoting electric vehicles with a focus on shared and public transport
-A time-bound pan-India strategy to tackle air pollution
-Energy efficiency measures include demand-side management through the speedy implementation of Smart Meter Programme and industrial energy efficiency through Perform, Achieve and Trade (PAT) scheme
B] Energy access
-Electricity access provided to almost 100% households, target to realise 24×7 power for all
-Plan for solarisation of irrigation pumpsets
-Use of barren land for solar plants by farmers
-Continued expansion of LPG connections and subsidies for LPG delivered via DBT
C] Energy diversity
-175 GW renewable energy capacity targeted by 2022; ultimately 500 GW by 2030
-At the same time, increasing gas share in the energy mix (Steps include gas grid, city gas distribution, plans for LNG trading hub)
-Encouraging implementation of energy storage for large solar plants, domestic PV manufacturing and RE hybrid systems
4]WHAT INDIA NEEDS TO DO
-Mitigate import dependence on oil and gas
-Enhance domestic manufacturing
-Integrate large variable renewable energy capacity and optimum flexible operation of conventional generation
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