Tanishq joins hands with De Beers to pilot diamond verification in stores

Tanishq, the jewellery arm of Titan Company, introduces De Beers’ diamond verification tools to empower buyers, promote transparency, and foster growth in the Indian diamond market

Tanishq, the jewellery brand under the Tata Group’s Titan Company, is set to roll out diamond verification technology from De Beers on a pilot basis in select stores. The initiative aims to build consumer trust, enhance transparency, and support the burgeoning diamond market in India.

Ajoy Chawla, CEO of the Jewellery Division at Titan, shared that the equipment—De Beers’ SynthDetect XL Plus and DiamondProof devices—will enable customers to independently verify the quality of diamonds. While SynthDetect XL Plus tests loose and mounted diamonds for synthetic compositions, DiamondProof offers an accessible way for buyers to confirm authenticity at the retail counter.

Chawla emphasised they envision creating ‘diamond clinics’ or ‘diamond labs’ in their stores, where customers can confidently examine the diamonds they purchase. He emphasised that this step aligns with Tanishq’s long-term vision of expanding India’s diamond market, where diamond jewellery currently has a penetration rate of just 8 to 10 per cent, compared to near-universal adoption of gold jewellery.

Chawla underscored that boosting consumer confidence through education and transparency is key to increasing diamond jewellery sales. Amit Pratihari, Managing Director of De Beers India, highlighted that the Indian diamond jewellery market, currently valued at $8.5 billion, is poised to grow to $20–22 billion over the next 7–8 years, driven largely by organised retailers like Tanishq. Pratihari stated that Indian consumers, like their counterparts across Asia, often view precious jewellery as a long-term investment, and that tools like these will play a critical role in meeting rising demand for verified, high-quality diamonds.

This initiative marks a significant step in Tanishq’s strategy to strengthen its foothold in the diamond sector while addressing the growing consumer demand for transparency in the jewellery-buying process.

Retail Jeweller India News