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NDC’s campaign thanks natural diamond sector for sustaining lives of millions in India and abroad



NDC’s campaign thanks natural diamond sector for sustaining lives of millions in India and abroad

Diamond rules the race for precious gemstones. Stealing hearts of countless Indian jewellery lovers, the value of natural diamonds has been omnipresent. For over centuries, the Indian gem and jewellery industry has developed a strong value chain, with Surat cutting 90% of diamonds produced globally. Last year, Natural Diamond Council took a few leaves out of that glorious history to highlight the countless lives this gemstone has touched in the employment sector.

‘Thank you, by the way’ is an informative series on social media platforms of Only Natural Diamonds, in association with Natural Diamond Council and GJEPC. Starting on December 16, 2021, the series had its first post talking about how about 2 million Indians are helped by this mammoth industry. Guiding followers to links of detailed reports by GJEPC and NDC, the platform is exposing countless social media enthusiasts to how over 55,000 students have been trained in diamond manufacturing through common facility centers.

That’s just one story told. On January 6, the platform teased an information about how the natural diamonds industry is helping educate millions of children. Fishing for more information, a reader gets acquainted with Jewellers for Hope, a CSR initiative by GJEPC launched in 2014 that has made generous donations to several NGOs such as Nanhi Kali Foundation, Giants Welfare International, Girl Rising, Make a Wish Foundation and others.

Recently on January 20, NDC shared how a thriving natural diamonds business has helped provide medical cover to over 6.5 lakh Indians and has paid over Rs 100 crores in insurance claims. Healthcare is another such sector deftly handled by the top diamond miners globally such as ALROSA, Lucara Diamonds, and the De Beers Group when it comes to providing hygienic products and food to the needy during the ongoing Covid-19 crises. Readers with little idea about such initiatives are now getting enlightened through NDC’s campaign.

The initiative is a masterstroke towards refurbishing trust in natural diamonds, because a follower from India realizes the global welfare initiatives stemming from supporting natural diamonds. Harping not on rarity alone, NDC is doing a remarkable job in sensitizing consumers across different age groups about the lasting societal impact of natural diamonds. With over 38K, 40K and 52K likes on each of the posts, The ‘Thank You, By the Way’ campaign continues to warm countless hearts on social media.

Written by Shubham Dasgupta

RJ Exclusive

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