Announced during the IIJS Signature 2025, this strategic initiative aims to reshape the natural diamond retail landscape in India by equipping jewellers with the tools and knowledge to elevate consumer experiences and increase market penetration.
A Vision for Transformation
India has long been a cornerstone of global diamond craftsmanship, with its rich heritage in gem cutting and jewellery artistry. However, the launch of INDRA marks a pivotal shift from manufacturing dominance to a greater emphasis on natural diamond consumption.
"With INDRA, we are not only reaffirming India’s stature as a manufacturing powerhouse but also as a leader in natural diamond consumption," said Vipul Shah, Chairman, GJEPC. "By 2030, the domestic jewellery market is projected to reach an astonishing $130 billion, with diamonds playing a significant role in this growth."
The collaboration between GJEPC and De Beers seeks to strengthen the demand for natural diamonds by enhancing consumer awareness and supporting retailers with advanced sales tools. "We aim to empower independent retailers across tier-one, tier-two, and tier-three cities with the right knowledge and resources to promote natural diamonds effectively," said Shah.
Empowering Retailers Across India
A key focus of INDRA is empowering jewellers with communication materials and content that will help them engage with their communities more effectively. The partnership includes multilingual training modules, customised marketing assets, and digital campaigns tailored for diverse Indian markets.
"Our goal is to make high-quality diamond education accessible across the nation. Through De Beers' advanced training platforms and creative sales assets, we can help jewellers tell the stories of natural diamonds more compellingly," added Sandrine Conseiller, CEO of De Beers.
She emphasised the importance of inclusivity in the initiative: "Currently, only 10-15% of jewellery retailers in India sell natural diamonds. With INDRA, we aim to expand this to 50% over the next few years, ensuring diamonds reach a wider consumer base."
Consumer-Centric Innovation
INDRA is not just about retail empowerment—it also focuses on reshaping consumer perceptions around natural diamonds. The initiative will promote diamonds as meaningful, life-defining purchases beyond just bridal jewellery.
"We’re focused on emotionally and rationally connecting consumers with natural diamonds," Sandrine explained during the Q&A session. "From milestone events like weddings to personal celebrations such as the first saree ceremony, our strategy will help link diamonds with life’s most cherished moments."
When asked about how the initiative will boost wedding season sales, Shah responded, "We’re equipping retailers with marketing support and advertising tools that help tie diamonds to key cultural events. Our strategy isn't to prescribe purchases but to provide the resources retailers need to personalise their approach."
A Strong Commitment to Education and Innovation
A significant aspect of the INDRA initiative is the comprehensive educational framework being introduced. The platform will provide sales teams with access to advanced product knowledge and digital assets designed to demystify diamonds for consumers.
"The educational content will be available in multiple regional languages to ensure it resonates with retailers across all tiers of Indian cities," Conseiller elaborated. "The digital tools will also include AI-driven marketing materials - like catalogues - that can be personalised for specific communities, enhancing local relevance."
A Long-Term Growth Strategy
The collaboration between De Beers and GJEPC is set to unfold over a phased rollout. "Over the next six months, we aim to build a strong foundation for the alliance," said Conseiller. "By mid-year, we expect retailers to be equipped with the necessary marketing assets, with further campaigns aligning with the festive and wedding seasons."
The partnership is projected to drive significant market growth. "Our objective is to achieve a 50% increase in the penetration of natural diamond jewellery within three years. This initiative has the potential to reshape the market in profound ways," concluded Shah.
A New Era for Natural Diamonds
As the event concluded, the optimism surrounding INDRA was palpable. The partnership represents more than just a business collaboration—it signals a shared commitment to reshaping India’s jewellery landscape while honouring its rich heritage.
With De Beers’ expertise in natural diamond marketing and GJEPC’s vast network of retailers, INDRA is poised to elevate the Indian diamond market to new heights, ensuring that natural diamonds continue to symbolise elegance, authenticity, and timeless beauty.
