The equipment includes the SynthDetect XL Plus, designed to detect synthetic diamonds in both mounted jewellery and loose stones, and DiamondProof, a consumer-friendly tool that educates buyers about diamond verification processes at the retail counter.

“This initiative will function like a diamond clinic or lab, allowing customers to validate their diamonds’ authenticity and quality,” said Ajoy Chawla, CEO of the Jewellery Division at Titan. The rollout will be implemented in phases, he added.

Chawla emphasized the broader objective of fostering confidence among diamond buyers and expanding the diamond jewellery market. “Gold enjoys 100 percent penetration, while diamond-studded jewellery accounts for only 8–10 percent. By raising consumer awareness and offering tools for verification, we aim to encourage greater adoption of diamonds and empower customers with informed choices,” he said.

Amit Pratihari, Managing Director of De Beers India, noted the sector’s growth potential. “The diamond jewellery market in India is valued at approximately $8.5 billion and is projected to reach $20–22 billion within the next seven to eight years. Organised retailers like Tanishq are expected to drive this momentum,” he said.

Pratihari highlighted the cultural significance of jewellery in India and across Asia, where it is often viewed as a store of value over time. The introduction of De Beers’ technology at Tanishq is anticipated to enhance transparency, ensuring diamonds maintain their appeal as both an investment and a luxury.