National News
Natural Diamond Council Welcomes GJEPC Membership, Strengthening Industry Collaboration
Partnership Strengthens Global Collaboration, Consumer Education, and Category Marketing Efforts For The Natural Diamond Industry
The Natural Diamond Council (NDC) is pleased to announce the membership of the Gem & Jewellery Export Promotion Council (GJEPC), making it the first industry body to progress toward NDC membership under the Luanda Accord framework.
The milestone follows GJEPC’s signing of the Luanda Accord in June 2025 and the Memorandum of Understanding during the second Luanda Accord High-Level Meeting in Cape Town in February 2026. It further reflects GJEPC’s commitment to collective industry action in support of the natural diamond sector.
India sits at the heart of the global natural diamond value chain, spanning everything from cutting and polishing to a rapidly expanding domestic consumer market. As the world’s dominant diamond-processing hub, India cuts and polishes an estimated 90 percent of the world’s diamonds by volume, primarily in Surat, Gujarat.
Representing the country’s gem and jewellery trade, the Gem & Jewellery Export Promotion Council (GJEPC) has played a pivotal role in advancing India’s position as a global leader in the sector through trade promotion, industry development, and international engagement. Against this backdrop, GJEPC’s move toward membership further strengthens industry collaboration at a time when aligned messaging, consumer education, and sustained category marketing are increasingly important to supporting long-term demand for natural diamonds.
Amber Pepper, CEO of the Natural Diamond Council, said:
“We are thrilled to welcome GJEPC as a Member of the NDC, marking an exciting new chapter in our longstanding partnership and a powerful step forward for industry collaboration. India plays a vital role in the global natural diamond value chain, and GJEPC’s membership reflects our shared commitment to driving sustained category marketing, elevating consumer education, and championing the long-term growth and differentiation of natural diamonds.
Together, we are strengthening our collective voice to celebrate the rarity, authenticity, and emotional significance of natural diamonds, inspiring consumers around the world and reinforcing the enduring value of our category.”
Kirit Bhansali, Chairman, Gem & Jewellery Export Promotion Council added:
“The Natural Diamond Council represents the voice of our industry to consumers globally, and it is important that we collectively support its efforts in the category marketing of natural diamonds, the world’s most coveted gemstone. As a new generation of modern consumers emerges, it is increasingly important that we continue to engage them through meaningful storytelling, inspiration, and education.
This shared vision is what led us to become Members of the NDC and to contribute both strategically and financially to its long-term mission and growth,”
Together, these developments mark a strong step forward for the natural diamond industry as stakeholders across the value chain continue to work collectively to strengthen consumer confidence and support the future growth of the category.
National News
MMTC-PAMP Appoints Sidharth Malhotra As Brand Ambassador
As Part Of The Association, Sidharth Will Lead MMTC-PAMP’s New Integrated Campaign, ‘Purest And More,’ Showcasing The Brand’s Expanding Portfolio Across Physical Precious Metals, Digital Investments and Responsible Gold Recycling.
MMTC-PAMP, India’s only London Bullion Market Association (LBMA)-accredited Good Delivery Gold & Silver refiner, today announced acclaimed actor Sidharth Malhotra as its Brand Ambassador, marking a significant milestone in the brand’s journey to strengthen its connection with a new generation of consumers. As part of the association, Sidharth will lead MMTC-PAMP’s new integrated campaign, ‘Purest And More,’ showcasing the brand’s expanding portfolio across physical precious metals, digital investments and responsible gold recycling.
The integrated campaign showcases MMTC-PAMP’s complete ecosystem, from 24K 999.9+ purest gold and silver coins and bars to digital gold and silver, gold recycling, online purchasing and assured buyback services. Through relatable, everyday moments and festive celebrations, the campaign reinforces MMTC-PAMP’s position as India’s most trusted precious metals brand while making gold ownership more relevant, accessible and convenient for today’s consumers.
Announcing the association, Samit Guha, Managing Director and CEO, MMTC-PAMP said:
“We are delighted to welcome Sidharth Malhotra to the MMTC-PAMP family. Sidharth has built a strong reputation through authenticity, credibility and a modern outlook—qualities that closely reflect the values of our brand. As one of India’s most admired and influential actors, he enjoys a deep connect across generations, making him an ideal ambassador as we continue expanding the reach of MMTC PAMP among both seasoned investors and first-time buyers.
This partnership comes at an exciting phase in our growth as we continue to redefine precious metals ownership through innovation, responsible sourcing and world-class quality. Through our ‘Purest And More’ campaign, we are showcasing how MMTC-PAMP today offers far more than physical gold—from digital investments and online buying to gold recycling and assured buyback—while remaining uncompromising on purity and trust.”
The campaign film unfolds through a series of relatable family moments around a wedding celebration, with Sidharth naturally introducing consumers to MMTC-PAMP’s diverse offerings. The storytelling highlights that every MMTC-PAMP offering is backed by the brand’s commitment to purity, trust and convenience while reinforcing its promise of “Purest And More.”
Speaking on the association, Sidharth Malhotra said:
“MMTC-PAMP has built a remarkable reputation for purity, trust and innovation, while also modernising the way people invest in and experience precious metals. Whether it’s celebrating life’s milestones, building long-term wealth or embracing more responsible choices through recycled gold, the brand continues to stay relevant for today’s consumers. I’m excited to be part of this journey and look forward to connecting with people through the ‘Purest And More’ campaign.”
The association brings together one of India’s most recognised actors with one of the country’s most trusted precious metals brands at a time when consumer interest in certified physical gold, digital gold and sustainable precious metals solutions continues to grow. With Sidharth Malhotra as the face of the brand, MMTC-PAMP aims to further strengthen its leadership position while deepening engagement with a younger, digitally connected audience.
The campaign will be amplified across television, digital platforms, social media, print, retail stores and e-commerce channels, with dedicated creatives highlighting key offerings including digital gold and silver, festive gifting, Virasat recycled gold, Akshaya Tritiya, Diwali and MMTC-PAMP’s certified purity credentials.
Link to the TVC (YouTube):
Link to the TVC (Instagram):https://www.instagram.com/p/DciH4s7tim5//
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