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.

De Beers Group today published its 2024 sustainability report, highlighting significant progress across its key focus areas of climate, livelihoods, nature and provenance. These areas were identified as the priorities for De Beers Group’s sustainability work as part of a mid-term review of the Group’s Building Forever sustainability framework initiated last year.

During the course of 2024, De Beers Group made meaningful progress in areas including emissions, safety and conservation. In addition, the business has substantially advanced its work on diamond provenance and traceability, with the blockchain-backed Tracr platform enhancing its effectiveness and scale.

With regards to its focus on climate, De Beers Group has reduced its Scope 1 and 2 emissions by 7% since 2021. The Group focused on developing renewable energy solutions in 2024, working with Envusa Energy to complete the financing of wind and solar plants in South Africa which will meet 100% of the mine’s electricity needs in 2026. De Beers Group also continued the development of the Mmadinare solar PV project in Botswana, completed its Electrification and Alternative Fuels study at Venetia, and launched alternative fuels studies at Debswana, Namdeb and Debmarine Namibia. Moreover, De Beers Group worked with its top 100 strategic partners to develop roadmaps to reduce Scope 3 emissions. De Beers Group has had its near-term emissions reduction targets validated by the Science Based Targets initiative (SBTi) and has committed to reducing absolute Scope 1 and 2 GHG emissions by 42%, and Scope 3 by 25% by 2030 (from a 2021 base year).

From a livelihoods perspective, De Beers Group made a total tax and economic contribution of $2.9bn in 2024, highlighting the socioeconomic value that responsibly sourced natural diamonds deliver. The Group also achieved its best ever safety performance, with a total recordable injury frequency rate (TRIFR) of 1.2.

Several high-impact programmes continued to drive meaningful change in host countries. Through the EntrepenHER programme, delivered in partnership with UN Women, around 500 more women were supported and the programme expanded to reach 1,500 more female entrepreneurs over the next three years, bringing the total number of women reached to more than 3,100. The Stanford SEED programme, run in collaboration with the Stanford Graduate School of Business, continued to support entrepreneurs across southern Africa and has helped create 3,400 jobs since its launch in 2018. Meanwhile, the GirlEng programme continued in partnership with WomEng and has now supported over 6,500 girls with a focus on STEM subjects since 2019.

In addition, De Beers Group developed a new 10-year Diamonds for Development Fund as part of its engagements with the Government of the Republic of Botswana for a new Debswana Sales Agreement and Mining Licences.

With respect to nature, De Beers Group managed over 375,000 acres of land for conservation purposes in 2024, ensuring the maintenance of the habitat for a range of endangered, vulnerable and threatened species. The Group relocated 10 white rhino from Botswana to South Africa as part of a rewilding project, and through the Namdeb- Debmarine Foundation partnered with conservation stakeholders to design a seabird rescue facility in Luderitz, Namibia to help prevent the extinction of the African Penguin. Furthermore, De Beers Group continued to partner with National Geographic to protect the source waters of the Okavango Delta through the Okavango Eternal programme.

Alongside the progress made with the sustainability pillars of climate, livelihoods and nature, De Beers Group delivered transformational progress with its work on provenance, advancing and scaling the Tracr blockchain platform in 2024. Nearly three million individual diamonds have been registered on the platform since 2022, with leading producers and suppliers joining the platform, including ODC and Mountain Province, thereby increasing the volume of diamonds on the platform being registered at source. Tracr has also begun providing country of origin information for all De Beers Group-sourced rough diamonds over one carat registered on the platform. In addition, Tracr is undertaking both rough-to-rough and rough-to-polished objective verification of diamonds on the platform, enhancing the levels of assurance it provides throughout the value chain.

Building on the progress delivered with sustainability and provenance, De Beers Group continues to develop consumer propositions that enable people to buy natural diamonds with assurance on their country of origin and impact on the people and places where they are discovered. This includes the launch of a new polished diamond programme called ORIGIN – De Beers Group. In recognition of the growing consumer interest in where a product has come from and the impact it has had along its journey, ORIGIN – De Beers Group enables participating retailers to access polished diamonds that have been sourced by De Beers Group, tracked through the value chain by the Tracr blockchain platform, and accompanied with rich information about each diamond’s unique journey and the meaningful impact it has delivered.

Sandrine Conseiller, CEO of Brands & Diamond Desirability at De Beers Group, said: “At De Beers, we believe a diamond’s journey should be as meaningful as its beauty. That’s why sustainability is embedded in everything we do – from developing renewable energy in our partner countries to advancing gender equity and supporting long-term national development. We’re not just powering our operations sustainably; we’re helping build infrastructure that benefits communities. We’re not just creating opportunities for women within our business; we’re unlocking potential for female students and entrepreneurs across our host nations. And through our enduring partnership with Botswana, we’re securing the future of our supply while investing in the country’s economic development and diversification. Thanks to our provenance platforms like Tracr and the consumer-facing experiences we’re building, we can share these stories with confidence.

De Beers Group, in partnership with Angola’s national diamond company Endiama, has reported the discovery of a new kimberlite field in Angola—the company’s first such find in over 30 years.The breakthrough occurred in July 2025, when the joint venture intersected kimberlite in its very first drill hole, targeting a cluster of high-priority sites identified through airborne surveys earlier in March 2025.

In the months ahead, De Beers and Endiama will carry out additional drilling, ground geophysical studies, and laboratory testing to confirm the nature of the kimberlite and evaluate its diamond-bearing potential.The find marks a significant milestone in the partnership between De Beers and Angola. It comes on the back of two Mineral Investment Contracts signed in April 2022 and a Memorandum of Understanding agreed at the 2024 Mining Indaba. These agreements have laid the foundation for a long-term collaboration focused on responsibly developing Angola’s diamond resources.

Al Cook, CEO of De Beers Group, said: “Angola is, in our view, one of the best places on the planet to look for diamonds, and this discovery reinforces our confidence. It is a powerful reminder of what can be achieved through partnership, and I commend President Lourenco and his government for all the work they have done to enhance transparency, adopt international best practices, and create a business friendly environment, all of which has enabled us to return to Angola and seek new sources of supply. We are excited about the role De Beers can play in helping the country deliver on its huge potential, both below and above the ground.”