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GJEPC Applauds CBIC’s New Personal Carriage Rules to Enhance Gems & Jewellery Exports

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The Gem and Jewellery Export Promotion Council (GJEPC) has welcomed the introduction of new, streamlined personal carriage procedures by the Central Board of Indirect Taxes and Customs (CBIC) aimed at enhancing the export and import of gems and jewellery. The new guidelines, set to take effect on May 1, 2025, were detailed in CBIC Circular No. 09/2025-Customs, issued on March 28, 2025.

Commenting on the landmark announcement, Kirit Bhansali, Chairman, GJEPC, said, “This initiative is the outcome of the Council’s continuous efforts and advocacy to Customs and other Government authorities. The Council had consistently represented at all the meetings and forums that personal carriage should be permitted from all the ports as it is allowed from Delhi port only urging its extension to all ports to boost exports. Following multiple representations and discussions, the Government of India has issued the circular to address this long-standing demand of the trade, which aims at improving the ease of doing business while ensuring regulatory compliance.”

Under the new guidelines, Bills of Entry and Shipping Bills for personal carriage transactions will be processed electronically, increasing both efficiency and transparency. Personal carriage for exports will now be permitted at nine major airports: Delhi, Mumbai, Kolkata, Chennai, Kochi, Coimbatore, Bangalore, Hyderabad, and Jaipur. Personal carriage imports will be allowed through seven designated airports: Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, and Jaipur.

The Foreign Trade Policy (FTP) will also continue to impose a value cap on personal carriage exports, with limits of $5 million for overseas exhibitions and $1 million for export promotion tours.

Shaunak Parikh, Vice Chairman of GJEPC, emphasized that this move would significantly reduce logistical challenges and costs, particularly benefiting small and medium enterprises (SMEs). He added, “By simplifying personal carriage procedures, this initiative strengthens India’s competitive edge in the global gem and jewellery trade.”

The new rules will require importers and exporters to follow advance documentation, baggage declaration, and customs examination protocols at designated airports. Before May 1, 2025, Jurisdictional Commissioners will issue further operational guidelines and organize outreach programs to ensure a smooth transition to the new procedures.

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iAMORY Goes Mobile: D2C Jeweler Debuts App to Disrupt India’s ‘Counter-Led’ Retail

By bridging the trust gap with lab-grown diamonds and 925 silver, the new iOS and Android platform aims to become a “digital counter” for the modern consumer.

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Following a successful physical debut in Mumbai, jewelry brand iAMORY has officially launched its mobile application on Android and iOS. The move signals a strategic shift to scale its direct-to-consumer (D2C) presence, targeting the rapidly evolving digital habits of Indian shoppers.

The app launch is designed to solve the “discovery fatigue” and lack of transparency often associated with traditional jewelry buying. By focusing on the 925 sterling silver and lab-grown diamond (LGD) segments, iAMORY is positioning itself at the intersection of affordability and fine jewelry.

A “Digital Counter” Experience The platform introduces several features aimed at building consumer confidence in high-value online purchases:

  • Total Transparency: Real-time access to metal purity details, diamond certifications, and clear pricing breakdowns.
  • Mobile-First Design: A seamless interface featuring AI-driven notifications, wishlists, and secure “one-tap” checkouts.
  • Exclusive Access: App users will receive priority access to limited product drops and specialized discounts not available on the web or in-store.
Archit Jain,

Archit Jain of iAMORY noted that the power dynamic in the industry is shifting. “Digital adoption is democratizing jewelry,” Jain stated. “It is shifting power from family-led counters to digital-first, design-led brands that prioritize transparency, speed, and storytelling.” He describes the app as a “digital counter” where users can instantly compare prices and access social proof.

iAMORY plans to continuously iterate on the app experience, with upcoming updates slated to include advanced personalization tools, AI-driven loyalty mechanisms, and interactive content formats to deepen customer engagement.

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