INDRA, launched by the De Beers Group in partnership with the GJEPC, has already associated with the country’s leading jewellery retailers. The initiative gives jewellers access to a full digital ecosystem, with branding, merchandising, training and marketing support, to draw customers to natural diamonds
Mumbai: Jewellery retailers have welcomed the launch of Project INDRA, terming it a landmark effort to push the natural diamonds category in Indian jewellery retail. Launched by the De Beers Group in partnership with the Gem & Jewellery Export Promotion Council (GJEPC), the platform combines marketing guidance, staff training, and digital tools to help jewellers keep pace with evolving consumer trends, sharply market and sell natural diamonds.
Retailers are already seeing the platform’s strategic value. Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers, said, “It’s a proud moment to see De Beers and GJEPC come together to launch the INDRA platform. We believe natural diamonds are the way forward, and this initiative will truly open a new chapter for the industry.” Gadgil appreciated the platform for providing retailers with the tools to strengthen brand presence and engage consumers in meaningful ways.
Ramesh Narang, Director of Hazoorilal Legacy, said INDRA will give jewellers renewed confidence in promoting natural diamonds in a changing market. Terming INDRA as a “long-awaited initiative”, he said, “De Beers has revived the kind of impactful marketing we saw in the ’90s, and I’m proud to be part of it.”
With the festive season approaching, the platform is being seen as particularly timely. Suvankar Sen, Managing Director and CEO, Senco Gold & Diamonds, expressed confidence that INDRA will enable jewellers to maintain the enduring appeal of natural diamonds despite shifting industry trends. “As we enter the festive season, INDRA is a timely push for diamonds. While gold will always be loved, promoting natural diamonds will help connect with Gen Z and strengthen the industry’s future. Consumers may change, trends may change, but natural diamonds will always endure,” Sen declared.
Retailers like Ishu Datwani, Founder, Anmol Jewellers are confident about the potential of the natural diamond category, and INDRA’s efficacy in growing it. “Recently, we pre-launched a new sub-brand of Anmol Jewellers called Anmol Accents and sold 55 diamond pieces at full MRP with zero discount. This shows the strength of the category as natural diamonds represent true luxury, and we should be proud to champion them through INDRA,” he noted.
Designed as a complete digital ecosystem, INDRA allows jewellers to create brand identities, receive tailored merchandising guidance, access verified suppliers, and train staff in nine regional languages. It also supports localized digital marketing, enabling jewellers to integrate their own products into ready-made campaign creatives from De Beers, strengthening presence in both physical and online channels.
By combining training, marketing support, and digital tools, INDRA equips jewellers to grow their business, build consumer trust, and differentiate themselves in a competitive market. The initiative reinforces the fact that natural diamonds remain a timeless luxury choice while providing retailers with actionable resources to grow the category in an evolving jewellery landscape.
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