When De Beers Group and the Gem & Jewellery Export Promotion Council (GJEPC) introduced their collaborative vision – the Indian Natural Diamond Retailer Alliance (INDRA) – at IIJS Signature 2025 earlier this year, their mission was clear: to deepen the reach of natural diamonds in India, now the world’s second-largest diamond jewellery retail market.

Following the concept’s unveiling, INDRA officially launched at IIJS Premiere 2025 and is now gaining momentum. With leading retailers already joining the initiative and Retail Jeweller India onboard as the official trade partner, INDRA is set to become a transformative digital platform for the industry.

Designed as a comprehensive digital ecosystem, INDRA is tailored to enhance how natural diamond jewellery is marketed and sold in India. The platform offers retailers and manufacturers access to advanced tools including AI-based campaign creation, globally designed multilingual marketing templates, and a wide spectrum of training programs — from foundational knowledge to advanced diamond expertise. Real-time updates, role-based dashboards, customer engagement tools, and even store design guidance are part of its rich offering, helping jewellers elevate their overall retail experience.

One of INDRA’s core strengths is its focus on the unique needs of traditional jewellers in Tier II and Tier III cities. Market research conducted before the platform’s development revealed that while these jewellers often have a loyal customer base, they frequently lack the training, certification knowledge, and marketing infrastructure necessary to confidently promote and sell diamond jewellery. Many also struggle with product complexity and consumer hesitation around diamond purchases.

“INDRA is designed to bridge these gaps with a full-fledged digital ecosystem,” explained Amit Pratihari, Managing Director, De Beers India. “It enables retailers to establish their brand identity, access curated merchandising recommendations, connect with verified suppliers, and upskill their staff in nine Indian languages. Jewellers can also seamlessly plug their own products into marketing creatives provided by De Beers, making localised digital campaigns more accessible than ever.”

Calling INDRA a “game-changer,” GJEPC Chairman Kirit Bhansali highlighted the broader vision behind the platform. “Through marketing support, training, and strategic tools, INDRA is enabling retailers to tell the story of natural diamonds in every part of India. This initiative demonstrates our commitment to sustainable industry growth, strengthening consumer confidence, and positioning India as a global leader in diamond jewellery.”

The launch of INDRA aligns with De Beers’ continued investment in category marketing for natural diamonds. The brand’s recent ‘Second Piercing’ campaign led to a notable 20% increase in brand awareness. Building on that momentum, the latest campaign ‘Love, From Bestie’ celebrates friendships with meaningful diamond pieces. Both campaigns are part of De Beers’ overarching ‘Rituals’ platform, aimed at embedding natural diamonds deeper into India’s cultural and emotional fabric.

“This initiative goes far beyond boosting sales,” said Pratihari. “It’s about protecting and promoting the legacy of natural diamonds — celebrating their role in our memories, emotions, and identities.”

With India’s precious jewellery market expected to grow to $120 billion by 2030 and potentially reach $200–250 billion by 2035, natural diamonds are poised to become a key aspiration for the country’s expanding consumer base. Project INDRA is set to play a pivotal role in driving this growth, empowering retailers with everything they need to meet the evolving demand.