De Beers Group, the world’s leading diamond company, and Tanishq, India's largest jewellery retail brand from the Tata Group, today announced a long-term strategic collaboration aimed at connecting more Indian consumers with the rarity and preciousness of natural diamonds. This partnership seeks to amplify the burgeoning opportunity in India’s natural diamond market, which has recently seen a surge in demand.
With India now representing 11 percent of global demand for natural diamond jewellery, the country has overtaken China to become the second-largest market in the world. This shift is driven by a vibrant economy, a growing middle class, and discerning consumers who value jewellery with enduring significance. Despite the rapid growth, diamond acquisition rates in India remain below those in mature markets such as the U.S., presenting a substantial opportunity for further expansion.
To capitalize on this potential, Tanishq and De Beers have come together in a strategic partnership to enhance consumer education, build interest and confidence, and promote natural diamonds across India. This collaboration will leverage Tanishq’s deep market understanding, cultivated over three decades, and De Beers’ expertise in the diamond industry to reinforce the inherent value, rarity, and timelessness of natural diamonds.
The initiative will focus on extensive consumer outreach, strengthening the capabilities of Tanishq’s retail staff to communicate the benefits of natural diamonds, and educating consumers about the authenticity and unique qualities of these gems. A comprehensive 360-degree marketing campaign will also be launched to build awareness and expand the customer base, particularly targeting first-time buyers.
This new partnership builds on the existing relationship between Tanishq and De Beers. Tanishq already uses De Beers’ proprietary diamond verification technology to assure the authenticity of its products. Discussions are ongoing about further collaboration opportunities, including traceability and the use of De Beers’ proprietary technologies to maintain pipeline integrity.
Sandrine Conseiller, CEO of De Beers Brands, remarked, “India’s love affair with diamonds has flourished over thousands of years, and we are thrilled to partner with Tanishq to unlock the full potential of this vibrant market. Like De Beers, Tanishq recognizes the power, preciousness, and prestige of natural diamonds. By combining our expertise with their deep understanding of the Indian market, we will work together to create something special to connect more Indian consumers to these natural treasures and their enduring value.”
Ajoy Chawla, CEO of the Jewellery Division at Titan Company Limited, added, “The opportunity in India for diamonds is massive, given the very low penetration of studded jewellery and the rising per capita incomes in the world’s most populous country. Tanishq has been a pioneer in democratizing diamond jewellery in the market for three decades and has always targeted the modern progressive woman. Tanishq Diamonds adhere to the strictest standards, with all diamonds responsibly sourced in compliance with the Kimberley Process Certification Scheme (KPCS) and the Tanishq Suppliers Engagement Protocol (TSEP).
“Our collaboration with De Beers will unlock new opportunities for both Tanishq and the diamond sector, celebrating the eternal beauty of these miracles of nature,” Chawla concluded.
