International News
India is Partner Country at INHORGENTA 2025
Recognition of India’s growing influence in the global GJ industry
India proudly takes on the role of official partner country at INHORGENTA 2025, marking a pivotal moment in the global gem and jewellery industry. The show, taking place from 21st to 24th February, was inaugurated at the India Pavilion by Mr. Shatrughna Sinha, IFS, Consul General of India, Munich; Mr. Kirit Bhansali, Chairman, GJEPC; Mr. Stefan Rummel, CEO of Messe München; and Ms. Stefanie Maendlein, Exhibition Director of INHORGENTA.”
Curated by the Gem & Jewellery Export Promotion Council (GJEPC), the India Pavilion is showcasing a stunning array of diamond jewellery, gold and platinum pieces, fine jewellery, and loose gemstones. These collections highlight India’s ability to blend traditional craftsmanship with contemporary design, offering global buyers unmatched quality and artistry.
Speaking at the inauguration, Mr. Sinha Said, “Germany is one of India’s key trading partners in Europe, with strong exports in leather, auto components, chemicals, and electronics. In 2023, bilateral trade between India and Germany reached an impressive USD 33.33 billion, showcasing the immense potential of our economic relationship. I am glad that for the first time India is the official partner country at INHORGENTA 2025. This partnership is not just a recognition of India’s growing influence in the global gem and jewellery industry, but also a continuation of the deep-rooted 500-year-old economic and cultural bond between India and Germany. It will pave the way for new collaborations, opening up fresh opportunities for the mutual benefit of both nations.”
Kirit Bhansali, Chairman, GJPEC said, “India has long been a trusted global partner, renowned for its manufacturing excellence and now emerging as a hub for technology and design in the jewellery industry. With a rich legacy of artistry, USD 32 billion in exports to key markets like the USA, Europe, the Middle East, and China, and a strong focus on skill development, innovation, infrastructure, and global standards, India is shaping the future of the industry. Our partnership with INHORGENTA fosters collaborations that will drive growth and elevate the global gem and jewellery sector together.”
Bhansali further added, “India is actively driving diamond promotion by collaborating with global stakeholders, including De Beers and Chow Tai Fook, for consumer campaigns in China. Additionally, GJEPC has collaborated with De Beers to launch a B2B Campaign called INDRA – Indian Natural Diamond Retailer Alliance. This campaign will focus on supporting jewellery retailers in India to strengthen demand and push diamond jewelley sales.”
Talking about the Collaboration with India, Mr. Stefan Rummel, CEO, Messe München said, “We are thrilled to have India as the partner country at INHORGENTA 2025. This partnership will deepen trade relations between India and Germany, showcasing India’s rich history and exceptional craftsmanship in jewellery. In collaboration with GJEPC, we look forward to presenting India’s brilliance through the India Pavilion and various special activities.”
The India Experience Lounge at INHORGENTA 2025 offers visitors a multi-sensory journey into India’s rich heritage, blending craftsmanship, culture, and innovation. From the exquisite jewellery and Manchaha Rugs, handwoven by rural artisans, to the flavors of Kashmiri Kahwa and Masala Chai, every element engages the senses. The aroma of sandalwood and the melodic strains of the Sitar create an immersive atmosphere, making the lounge a true celebration of India’s artistry and tradition.
Additionally, the Brand India Gallery displays masterpieces from the Artisan Jewellery Design Awards, demonstrating India’s exceptional talent and creative excellence.
A panel discussion, The Rising Indian Jewellery Influence in the Global Landscape, will explore India’s growing impact on the global market, featuring industry experts Alice Cicolini, a high-end jewellery designer based in the UK, and Radhika Somaia, a brand architect, curator, and jewellery contributor.
Partnering with India goes beyond acquiring exquisite gemstones and jewellery—it’s about accessing creations that seamlessly blend tradition with modernity. Powered by ethical sourcing, advanced technology, and skilled artisans, India continues to set global benchmarks in quality, innovation, and design.
DiamondBuzz
De Beers Group Launches “Heera Hai Aapke Liye” Program at IIJS Bharat Signature to Revolutionize Natural Diamond Accessibility in India
De Beers Group, the world’s leading diamond company, marked a significant milestone in the Indian jewellery landscape with the official launch of the “Heera Hai Aapke Liye” program at IIJS Signature. The star-studded event featured actress Sonakshi Sinha, who joined Shweta Harit, Global Senior Vice President of De Beers Group and CEO of Forevermark, to unveil an initiative dedicated to making natural diamonds an integral part of daily life for the modern Indian consumer.



The “Heera Hai Aapke Liye” (Diamonds are for You) program is strategically designed to promote natural diamonds by raising awareness, boosting market visibility,and creating a seamless connection between retailers and consumers. With a focus on modern designs and attractive price points, the program also lets local retailers use De Beers Group campaigns as their own—second-piercing earrings, ‘Bestie’ bracelets, and ‘Intention’ pendants. It positions diamonds as a lifestyle choice for self-expression and daily wear.

Speaking at the launch, Shweta Harit, Global Senior Vice President of De Beers Group and CEO of Forevermark, detailed the evolution of the brand’s storytelling, stating, “De Beers Group has a rich legacy of creating iconic ritual campaigns that have shaped how the world perceives diamonds. With ‘Heera Hai Aapke Liye,’ program we are evolving that narrative for the Indian market to another level.
We are not just selling jewellery, we are making natural diamonds more accessible and desirable in India. Our goal is to empower retailers through INDRA (Indian Natural Diamond Retailer Alliance) to ensure that every ‘First Diamond’ journey is as credible as it is beautiful.”

Speaking on the occasion, Kirit Bhansali, Chairman, Gem & Jewellery Export Promotion Council (GJEPC), said, “IIJS has always been a powerful platform for shaping the future of India’s gem and jewellery industry, and the launch of ‘Heera Hai Aapke Liye’ at IIJS Signature reinforces that role. GJEPC is proud to partner with De Beers Group on the INDRA (Indian Natural Diamond Retailer Alliance) project, which is a critical step towards strengthening domestic demand for natural diamonds.
By empowering retailers, enhancing consumer confidence, and expanding access across metros and Tier 2 markets, this initiative aligns perfectly with our vision to grow the natural diamond category sustainably within India.”
The program ‘Heera Hai Aapke Liye’, rests on few strategic pillars aimed at industry growth and scalability:
- Stocking & New Consumer Opportunity: Identifying gold wholesalers and distributors across 15–20 cities to focus on a first-phase target of 500 retailers.
- Retailer Advantage: Providing a “Design Advantage” and strict “Product Hygiene,” backed by a clear buy-back policy and robust training and marketing support via the INDRA alliance.
- Heera Hai Aapke Liye is robust entry-level product kit featuring earrings, bangles, bracelets, etc supported by exclusive visual merchandising (VM) for display.
- Growth and Scalability: A PAN-India reach strategy designed to unlock new business opportunities for both manufacturers and retailers.


As India continues to grow as the world’s second-largest market for retail diamond jewellery, De Beers Group remains committed to strengthening the natural diamond narrative. By combining the emotional appeal of natural diamonds with the practical “Heera Hai Aapke Liye” framework, De Beers aims to build a sustainable future for the category across both metros and Tier 2 cities. De Beers and GJEPC aim to expand the base of Natural Diamond buyers, increase self-purchase consideration, and establish long-term credibility for the category.
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