Further strategy includes upcoming regional and ritual-based campaigns, greater automation, and regional language content
Mumbai: The De Beers Group, in collaboration with the Gem & Jewellery Export Promotion Council (GJEPC), introduced the Indian Natural Diamond Retailer Alliance (INDRA) as part of its plan to strengthen the presence of natural diamonds in India. With a comprehensive countrywide marketing strategy, the initiative is designed to support natural diamond retailers through national promotions and retailer-focused tools that allow customisation for local markets.
The INDRA strategy is structured around a 360-degree marketing plan across television, print, radio, cinema, outdoor and digital media. The objective is to highlight the authenticity and value of natural diamonds while enabling retailers to connect their customer engagement with the visibility of a nationwide campaign.
Since its launch, Project INDRA has seen significant progress with tools, assets, and campaigns being rolled out for retailers. Initial campaigns such as Love from Dad and Love from Bestie were among the early launches, and roadshows have been initiated to drive enrolment. Retailers have started accessing the platform’s features, which include AI-enabled tools and campaign artworks tailored for brand-specific promotions.
“Through INDRA, retailers have already created nearly 200 AI-enabled product designs, while our training videos on natural diamond selling have recorded close to 1,700 views. So far, 196 stores are engaged with the platform, and 20 retailers have signed up for the Enterprise Plan,” said Toranj Mehta, Vice President–Marketing, De Beers India Pvt. Ltd.
Retailers are also making active use of the customisable marketing assets offered through INDRA. These include campaign artworks designed to be adapted for local communication both online and offline. According to De Beers, the availability of such tools is encouraging retailers to strengthen consumer outreach by linking their brand to larger natural diamond narratives.
“One of the core elements of INDRA is customisation, as retailers can adapt national campaigns for their own markets. This allows them to integrate natural diamond stories with local festivals and consumer occasions, which has proven effective in building relevance,” added Mehta.
The upcoming phases of Project INDRA will expand on education and training modules, with a focus on delivering them in regional languages to reach smaller and independent retailers. More ritual- and story-based consumer campaigns tied to cultural moments are planned, giving retailers opportunities to link their stores to festive and occasion-led demand. The platform will also continue to refine its digital tools, adding more automation and personalisation features to help retailers streamline campaign execution.
“Our vision is to build INDRA over the long term. We are committed to natural diamond marketing in India for the next five years and beyond, with more campaigns linked to cultural rituals, higher retailer participation, and expanded training. The focus is on empowering retailers with the right tools to drive natural diamond sales more effectively,” Mehta explained.
With De Beers signalling a five-year horizon for INDRA, the initiative is positioned to become a long-term support structure for India’s natural diamond trade. Its combination of national visibility, retailer customisation, and continuous training underscores its role in enabling jewellers to enhance both customer reach and business impact.
Written by Achal Chaubey
Retail Jeweller India Exclusive
