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How India Overcame All Odds to Register Shining Jewellery Exports
Indian exports have done considerably well since the beginning of this year, despite the second wave of the pandemic, and several challenges that ensued. Diamond and jewellery business owners explain how they managed this feat to R Sugandha
By: Diamond World News Service
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Sep 16 2021 11:54AM
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Reference: 25860  

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We used the free time and the lockdown to think of new ideas and designs, and engage ourselves creatively. Thus, we could emerge stronger than ever. We also focused on how we can assist in making the supply-chain smoother and faster. Our processes are now more streamlined and effective than earlier, where we would meet our partners and associates infrequently, maybe every quarter or once in six months Ashish Doshi, Oopal DiamondIndia was the last to recover from the Covid-19 pandemic, and the second wave was worse than the first in several ways. The silver lining was that people were better-informed about the nature of the virus, and the precautions that needed to be taken. Hence, mortality was lower. All the same, the economy was crippled.

Role of Technology
As the months dragged on, businesses found a way to manage. Companies understood the need to resort to technology in an ever-bigger way, and this turned out to be the saving grace. The realms of real and virtual blended seamlessly. “Zoom and online technology were particularly useful, especially during the lockdown,” recalls Vipul Sutariya, Dharmanandan Diamonds Pvt Ltd.

Technological innovations proved to be a huge support during the lockdown – virtual shows were held, virtual buyer-seller meets were organized, and individual businesses too reached out to their clientele over several technologyenabled platforms.

Our primary intention has been to ensure that our clients and their families stay safe and healthy. We have been in constant touch with our clients to meet their diamond requirements. The use of WhatsApp, Email, Snapchat and Whatsapp video calls continue to support us in boosting our sales,” says Dinesh Lakhani from Kiran Gems Pvt Ltd.

Technology prevented stagnation and enabled businesses to move forward. Indian diamond exporters conducted many meetings over Zoom and other similar platforms with big names in the jewellery business in strategic markets to evaluate and discuss possibilities of production of loose diamonds and gems, and finished jewellery.

“We had built our expectations, based on our research and experience, and we concentrated on what new shapes we could create with all that we had. We used the free time and the lockdown to think of new ideas and designs, and engage ourselves creatively. Thus, we could emerge stronger than ever. We also focused on how we can assist in making the supply-chain smoother and faster. Our processes are now more streamlined and effective than earlier, where we would meet our partners and associates infrequently, maybe every quarter or once in six months. With the technological intervention, the world has definitely become smaller and our R&D team is always on its toes. Growth is evident, there is a newness in our processes and our planning is more precise than before,” says Ashish Doshi from Oopal Diamonds.

Some diamond exporters have been able to bag major local orders as well, while keeping their export business intact. Says Vijay Chordia from Valentine Jewellery India Pvt Ltd., “We reached out to all our clients in India and abroad over Whatsapp video calls. We showed them the latest offerings and sent them brochures, explaining the product details over email and Whatsapp. As a result, we could get a lot of orders. In India too, we found a good demand for our export quality products, and so, we started sending our office staff to deliver orders in person. This helped our business to do really well in the last quarter.”

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