The diamond sales have shown a considerable rise in the year 2005. The growth is around 70% where diamond ring sales are concerned. The sales are also attributed to number of Indian brands selling Diamond jewellery. The focus is shifting from Diamond being an out of reach commodity to an easily affordable commodity for all seasons.

The Tanishq brand, created by Titan Ltd., has made strong gains with its retail stores and promotional campaign titled, "New Tales of Tradition." Tanishqs chief operating officer, C.K. Venkataraman, has been quoted as saying that the emerging, and long-term, consumer trend is to purchase branded diamond jewelry. The Diamond Trading Companys (DTC) Sangini diamond brand, launched in September 2004, has helped drive growth.

DTC�s another brand Nakshatra, is also helping the consumer growth for diamonds. The brand was operated by the DTC, and now has granted licensing rights to local sightholders in India. Surat and Mumbai show a steady growth but consistent growth year-to-year is below 20%.