News
IGJS Jaipur 2025 bolsters global connections amidst mounting trade challenges
Against a backdrop of mounting trade challenges, India’s gem and jewellery exporters gathered in Jaipur for the International Gem & Jewellery Show (IGJS) 2025, an exclusive export-focused event organized by the Gem & Jewellery Export Promotion Council (GJEPC). Held from April 3 to 5, the show drew 50 of India’s leading exporters and more than 180 international buyers from 28 countries, reinforcing Jaipur’s status as a pivotal hub in the global jewellery trade.
The show, hosted at the Novotel Jaipur Exhibition and Convention Centre, spotlighted the city’s long-standing reputation for integrated craftsmanship — where stone-cutting and jewellery manufacturing coexist within the same business ecosystem. For many international buyers, this “one-stop-shop” model remains a key draw.
Still, the atmosphere wasn’t without tension. The recent imposition of U.S. tariffs — ranging between 26% and 27% on Indian jewellery exports — loomed large over business discussions. Exporters expressed concern over the long-term implications for price-sensitive markets like the United States, which has traditionally been a top destination for Indian jewellery.
“Tariffs were the biggest talking point on the floor,” said one Jaipur-based exporter. “We’re now discussing cost-sharing models with our U.S. partners, looking to absorb the blow across the supply chain — from exporters to retailers to end consumers.”
Repeat buyers remained a bright spot, with several exhibitors reporting continued interest and steady orders from long-standing clients. But many acknowledged a pressing need to attract larger retail chain buyers, particularly as global trade routes shift.
In response to the evolving trade landscape, exporters are eyeing alternative markets such as Dubai and Saudi Arabia, regions with strong demand and more favorable trade terms. Industry stakeholders also pointed to the India-Australia Economic Cooperation and Trade Agreement (ECTA) as a promising channel for diversifying export destinations.
Despite challenges, the sentiment remained broadly optimistic. The GJEPC announced plans to significantly scale the show in 2026, targeting over 500 global buyers and more than 150 exhibitors, a move intended to elevate the show’s global standing and deepen its influence in the international marketplace.
At its core, IGJS Jaipur 2025 underscored themes of resilience, adaptability, and strategic collaboration — with industry players focused on navigating shifting trade dynamics while continuing to showcase the strength of Indian craftsmanship.
National News
KISNA Takes Festive Gifting Nationwide With 300+ Billboards Featuring Shahid and Mira Kapoor
Projected To Generate 5+ Million OOH Impressions, The #GiftHappiness Campaign Highlights Exclusive jewellery Offers, Exchange Benefits and A Grand Festive Lucky Draw
KISNA Diamond and Gold Jewellery, one of India’s leading jewellery brands, has rolled out a nationwide Out-of-Home (OOH) campaign featuring brand ambassadors Shahid Kapoor and Mira Kapoor. Spanning 300+ billboards across major cities, including Mumbai, Delhi, Bengaluru, Hyderabad and Kolkata, the #GiftHappiness campaign is strategically positioned along high-traffic roads, prominent commercial hubs and key shopping destinations, and is projected to generate 5+ million cumulative OOH impressions. The initiative aims to strengthen brand visibility and drive consumer engagement during the festive shopping season.
The OOH rollout is a key component of KISNA’s 360-degree festive marketing campaign, which brings together television, digital and social media, cinema advertising, influencer collaborations, print, retail branding and on-ground activations to amplify its festive gifting message across multiple consumer touchpoints.
Featuring Shahid and Mira alongside KISNA’s diamond and gold jewellery collections, the creatives spotlight up to 100% off on making charges on select diamond and gold jewellery, 105% value on old gold exchanged towards diamond jewellery purchases, and 90% buyback and 95% exchange value on diamond jewellery, including making charges. Additional benefits include Double Gold Rate Protection with a 25% down payment and a Grand Festive Lucky Draw, offering shoppers a chance to win over 800 vehicles, including cars and scooters, under the ‘Shop. Sparkle. Win.’ proposition.
The outdoor campaign complements KISNA’s expanding retail footprint of 170+ exclusive showrooms and 1,500+ retail touchpoints across 400+ cities in India, reinforcing its presence in key consumption markets and bringing its festive offerings closer to customers.
Commenting on the campaign, Parag Shah, CEO, KISNA Diamond and Gold Jewellery, said:

“Festivals are an important occasion for jewellery gifting, and our focus is on making these celebrations more rewarding for customers. Our OOH strategy prioritises high-impact visibility in key markets through billboard placements in high-footfall locations close to our existing showrooms, creating a stronger connection between consumer engagement and retail footfalls. With Shahid and Mira Kapoor bringing #GiftHappiness to life, we aim to strengthen consumer recall, drive showroom footfalls and make KISNA a preferred destination for festive jewellery purchases.”
Elaborating on the marketing strategy, Prashant Awasthi, Chief Marketing Officer, KISNA Diamond and Gold Jewellery, said:
“Our festive marketing approach is built around building a cohesive brand experience across multiple consumer touchpoints. OOH plays a key role in this 360-degree strategy, allowing us to reinforce #GiftHappiness in high-impact locations while television, digital, cinema and retail activations extend the campaign’s reach. By combining Shahid and Mira Kapoor’s appeal with compelling festive offers, we aim to drive stronger brand recall, consumer consideration and purchase intent during this important season.”

Together, these touchpoints amplify the brand’s ‘Khushiyon Ke Har Pal Ke Liye KISNA’ message,reinforcing the joy of gifting and KISNA’s association with meaningful festive celebrations.
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