For the Indian diamond and jewellery market, the GJEPC has conceived a campaign ‘Brand India’ in which it will invest around Rs,250 crores in promoting the Indian diamond and jewellery products in the Middle East market. After the U.S. markets faced a slowdown last year, diamond exporters required to look at fresh markets. Within this time, the Middle East market has come around to be a promising new arena for diamond and jewellery manufacturers to export their wares.

The focus of the campaign will be to introduce the Indian forte in diamond and jewellery products to the Middle East markets. Until a few years ago, India exported around 5-7 percent of its diamonds and jewellery to the Middle East markets, but the same has increased to 15-20 percent in recent times. The campaign will be launched in the latter half of 2009 which is the diamond season in the said markets. It would include print, television advertisements.

The Council is talking to the Indian diamond and jewellery exporters to tie-up funds for this campaign. It is also looking for support from the Commerce Ministry.