The Gem and Jewellery Export Promotion Council (GJEPC) is planning on taking its Anant Diamond Jewellery campaign to West Asia, and promote Indian skills in diamond jewellery manufacturing. The campaign was to hit Dubai in April, but the same has been postponed to July, due to financial crisis in Dubai, reports add. GJEPC had taken the onus of promoting single line diamond jewellery in the country, when De Beers cut back promoting diamond jewellery in India. The campaign has received rave response in the domestic markets, and has some of the leading top 100 jewellers under its belt, including GRT, Khazana Jewellers, Joy Alukkas, Reliance, Tanishq, Orra, TBZ, Rio Tinto, Anmol Jewellers and Carbon, reports say.

The Council has created a Rs.11 crore corpus, with retailers contributing Rs 4 lakh each, manufacturers Rs 10 lakh each and Rs 2 crore has been set aside by the Council for the promotional activities. So far the campaign has entailed Rs 9 crore in promotional activities which include media promotions and revamping retailers' outlets. The brand ambassador of the campaign is Bollywood actress Sonam Kapoor.