Through structured videos and practical learning, sales personnel are gaining the skills to clearly convey the value and uniqueness of natural diamonds
Mumbai: The Indian Natural Diamond Retailer Alliance (INDRA), launched by the De Beers Group in partnership with the Gem and Jewellery Export Promotion Council (GJEPC), is transforming how natural diamond retailers across India manage sales and customer interactions.
Retail staff receive structured training on the mine-to-market journey of a diamond, gaining a deeper understanding of natural diamond authenticity and improving communication with customers. Through video modules and practical learning, sales personnel are gaining the skills to clearly convey the value and uniqueness of natural diamonds.
Speaking about the education aspect of INDRA, Toranj Mehta, Vice President – Marketing, De Beers India Pvt. Ltd., says, “Retailers are liking the education and training videos on natural diamonds selling. It is helping them to generate and craft the valuable stories and selling pitch for their customers. The education content videos are essential for the retailer staff to inculcate the natural diamonds’ authenticity and elegance to build the business.”
INDRA’s training programme is designed to provide continuous learning opportunities for retail staff. The content is accessible on laptops and mobile devices, allowing individuals to study independently or engage in group discussions at the store level. This flexibility ensures that learning is not confined to classroom sessions, making it easier for staff to integrate knowledge into daily customer interactions.
Atul Ashtekar, Director, KRA Jewellers, Pune, explains, “The education and training aspect of the INDRA campaign is very relevant in today’s time. Our staff have seen the videos, and it will be a continuous learning process. It won’t be limited to classroom sessions; individuals can take the training on their own laptops or mobiles, which is a very good initiative. Because of lab-grown diamonds, customers are getting more confused. We often need to explain how natural diamonds differ and why they hold greater value beyond just pricing. This message must be clearly understood by sales advisors, as convincing customers requires consistent effort. This educational programme will definitely help deliver that message more effectively.”
Welcoming the programme, Mohit Jethani, Managing Partner, Jet Gems Fine Jewellery, Mumbai, says, “INDRA has been extremely valuable in elevating our team’s understanding of natural diamonds from product knowledge to customer communication. The content is practical, engaging, and perfectly aligned with the challenges retailers face today. It has helped us build stronger consumer confidence and reinforce the authenticity and value of natural diamonds. Our sales team has responded very positively to the videos. They find them clear, relatable, and easy to apply in real-world sales situations. We’ve adopted a blended approach, encouraging self-study while also conducting group sessions to discuss key takeaways and reinforce learning at a company level.”
The training aspect of INDRA addresses a growing challenge in the diamond market: increasing consumer confusion due to lab-grown alternatives. By equipping sales staff with knowledge and effective communication strategies, the initiative helps ensure uniform messaging across retailers and strengthens trust in natural diamonds.
According to Mehta, the programme currently targets the Indian market, where demand for natural diamonds is expanding rapidly. While brand ambassador partnerships may be considered in future campaigns, the backing of the De Beers Group already provides significant credibility and authority. INDRA demonstrates how strategic education can directly support retailers, improve consumer understanding, and reinforce the position of natural diamonds in the Indian market.
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