India’s jewellery market, one of the largest globally, is poised for a massive transformation. As the country’s economy continues its upward trajectory, reaching a $3.5 trillion GDP in 2025 and projected to hit $7.9 trillion by 2030, industries across the board, including jewellery, stand to benefit from the rise in disposable incomes and consumer spending.

The Indian jewellery sector, currently dominated by traditional retailers and fragmented in structure, is undergoing a shift with organized retail expanding rapidly. While India is the world’s second-largest jewellery market, it still faces untapped potential, particularly in diamond jewellery, which makes up less than 10% of the overall market. Natural diamonds currently contribute approximately $8.5 billion to the sector, with projections indicating significant growth opportunities.

To capitalize on these emerging opportunities, De Beers, in collaboration with the Gem & Jewellery Export Promotion Council (GJEPC), has launched INDRA—a groundbreaking initiative aimed at enhancing the visibility, desirability, and understanding of natural diamonds among both consumers and retailers.

Bridging Gaps and Building Trust

The jewellery market in India faces unique challenges, especially for retailers in smaller cities. Many of these businesses maintain deep-rooted relationships with their customers, but often lack the resources and knowledge to confidently sell diamond jewellery. INDRA aims to bridge this knowledge gap by providing retailers with essential tools and resources, including:

• Business Intelligence: Insights into future market trends to help retailers stay ahead of the curve.
• Consumer Education: Helping customers understand the value and authenticity of natural diamonds.
• Training & Support: Offering retailers the confidence and expertise to market and sell diamonds effectively.
• Technology Integration: Equipping retailers with tools for verification and merchandising intelligence.

This initiative goes beyond a traditional marketing campaign—INDRA is designed to empower the entire jewellery ecosystem, from manufacturers to consumers, ensuring that growth in the diamond sector is sustainable, transparent, and trustworthy.

Strategic Collaborations and Luxury Collections

A key focus of INDRA is strengthening the natural diamond category through strategic collaborations. One of the most significant partnerships has been with Tanishq, where De Beers is working on vertical integration, ensuring traceability and authenticity from rough diamonds to polished stones. This collaboration also led to the launch of the “Soulmate Diamond Pair” collection—a luxury jewellery line featuring couple bands with diamonds cut from the same rough stone, symbolizing unity and connection.

Looking Ahead

India’s jewellery industry stands at a critical juncture, with economic growth driving increased demand for premium, organized, and transparent retail experiences. INDRA represents a proactive step in meeting these demands, empowering retailers with the tools and knowledge to succeed in an evolving market.

With rising disposable incomes and an expanding consumer base, the demand for natural diamonds and premium jewellery is expected to soar. By strengthening the natural diamond narrative and supporting retailers across India, INDRA is positioning the country to become a global leader in the jewellery industry.

As the industry continues to evolve, initiatives like INDRA will play a pivotal role in shaping a prosperous, sustainable future for India’s jewellery sector, making it a significant player on the world stage.