De Beers and GJEPC partner to launch Indian Natural Diamond Retailer Alliance

The Gem and Jewellery Export Promotion Council and diamond business De Beers Group have formed a strategic collaboration titled ‘Indra- the Indian Natural Diamond Retailer Alliance’ to strengthen the Indian diamond industry. 

“The Indian gem and jewellery market, currently valued at $85 billion, is poised for rapid growth, projected to reach $130 billion by 2030,” said the GJEPC‘s chairman Vipul Shah in a press release. “Indra is designed to harness this momentum by tapping into India’s dynamic young population, the rise of organised players, and increasing demand across bridal, everyday wear, fashion, and entry-level jewellery. This initiative reflects a shared vision to educate stakeholders, empower retailers, and boost consumer demand, all while highlighting the timeless value of natural diamonds.”

Indra will support independent retailers in India by providing them with tools such as Artificial Intelligence to create customised retailer campaigns and multi-lingual marketing assets. By providing natural diamond jewellery training in local languages, Indra aims to enable jewellery retailers to get their customers to feel connected to diamonds. 

“India’s diamond growth story is quite remarkable, and it has now become the second largest market in the world for retail sales of diamond jewellery,” said De Beers Brands’ CEO Sandrine Conseiller. “However, with its vibrant economy, growing young population and large number of leading diamond businesses, India still holds a wealth of untapped potential. Presently in the Indian jewellery retail sector, the penetration of natural diamonds stands at only around 10% which is well below the rate seen in mature jewellery markets such as the US. Through this new collaboration with the GJEPC we will help unlock this growing opportunity for increased consumer demand for all types of natural diamond jewellery, including bridal, everyday wear and entry level pieces.”

Indra registration will be carried out online through its own portal. The collaboration is designed to harness the GJEPC’s understanding of the Indian market and De Beers’ experience in the diamond industry.