With more than 25 leading jewellery retailers from Bandra and nearby areas in attendance, the session highlighted how Project INDRA is reshaping the way natural diamond retailers across India approach sales conversations and customer engagement
Mumbai: An awareness session about Project INDRA – the Indian Natural Diamond Retailer Alliance (INDRA), launched by the De Beers Group in partnership with the Gem and Jewellery Export Promotion Council (GJEPC) – was held recently in Bandra, bringing together key retailers from the area to discuss various aspects of the initiative.
The session marked the first INDRA-focused gathering in the Bandra region. With more than 25 leading jewellery retailers from Bandra and nearby areas in attendance, the session highlighted how retailers can become part of Project INDRA and how it is reshaping the way natural diamond retailers across India approach sales conversations and customer engagement.
The participating retailers included Zewar By Valchandson, Thakurdas Jewellers, Ghanasingh Fine Jewels, TDF – The Diamond Factory, Dhanraj Jewellers, A.A. Motiwala Jewellers Pvt. Ltd., Lalchand Dhalamall Sons (LDS) Jewellers, MK Jewels, Darshanaa Sanjanaa Jewellers, Jet Gems Fine Jewellery, A S Motiwala Fine Jewellery, Diamantina Fine Jewels, Diamonde Jewellers, Gehna Jewellers, Mahesh Notandass Fine Jewellery, Notandas Jeweller, Minawala Gems & Jewels, Nikki Arora Fine Jewellery, Popley Eternal, Valchandson Jewellers, among others.
The presentation was conducted by Samit Bhatta, Co-Founder, Retail Jeweller India, Murali Ayyar, Head Retail Trade, De Beers India, and Toranj Mehta, Vice President-Marketing, De Beers India. The speakers outlined the framework of Project INDRA, its objectives, and how retailers can use common messaging to address customer questions around authenticity and origin. A collective session was chosen instead of individual store visits to encourage discussion and shared learning. Conversations also covered the possibility of conducting festival-linked activities with participating retailers, similar to initiatives held earlier in Nagpur and Pune.
Ishu Datwani, Founder, Anmol Jewellers, who is already part of Project INDRA, shared how it supports customer confidence at the store level. “Project INDRA provides a unified narrative that helps us move beyond selling jewellery to educating customers and building trust. It allows us to communicate the value of natural diamonds with clarity and consistency. The Bandra event reinforced the importance of sharing stories and helping customers understand why a natural diamond matters,” Datwani said.
Suraj Popley, Director, Popley Eternal, said, “Project INDRA helps reassure customers that they are buying natural diamonds. The Bandra session showed that many consumers continue to prefer natural diamonds, even with other options present, which supports our conversations with customers.”
Following the Bandra session, several retailers initiated the registration process for Project INDRA. Similar meetings have since been conducted in Amritsar, with further city-level sessions planned. These interactions will now be continued to increase retailer participation in Project INDRA and strengthen coordinated communication on natural diamonds across markets.
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