National News
VAJRA INDUSTRY RESEARCH AND ACADEMIC MEET (VAIRAM) 2025 organised by GJEPC, IIT Madras inaugurated in Chennai
The Vajra Industry Research and Academic Meet (Vairam) 2025, a joint effort by GJEPC and InCent LGD IIT Madras, was officially introduced at the IITM Research Park in Chennai.
Madras at IITM Research Park, Chennai, was unveiled by Prof. V Kamakoti, Director, IIT Madras, Prof M S Ramachandra Rao, InCent-LGD, IIT Madras, Mr. Manish Jiwani, Co-Convener, LGD Committee, GJEPC and Mr. Sabyasachi Ray, Executive Director, GJEPC among other dignitaries and industry experts.
The workshop features several panel discussions. “Beyond Gems: Next-Generation Applications of OLab-Grown Diamonds” explores LGDs’ potential in various industries beyond jewellery. “Lab-Grown Diamond Growth and Treatment Recipes and Challenges” delves into the intricacies of CVD and HPHT methods. “Diamond Quality Checks and Certification” addresses the crucial need for standardised quality control for gems, jewellery, and seeds. “Lab Grown Diamond Machines and Processing Equipment” will highlight the importance of indigenous equipment manufacturing to bolster India’s self-reliance. The workshop has drawn 150 + participants from the industry.
Key Takeaways
Diamond Quality Checks & Certification:
- Advanced treatments challenge LGD grading and certification accuracy.
- Key challenges: ensuring grading accuracy, standardization, and detecting undisclosed synthetics.
- Emphasis on advanced testing methods, tech-driven grading, and industry consistency.
- Traceability of tested items is a major issue.
- LGDs are both supplementary and complementary to the diamond industry.
- Mimicking natural diamond growth patterns in LGDs remains a challenge.
LGD Growth & Treatment Recipes: Key Takeaways
- Increasing nitrogen in HPHT accelerates growth, benefiting gem-quality diamonds but not other industrial uses.
- Focus on optimizing growth parameters, impurity control, and enhancement for superior diamonds.
- Challenges include consistency, reducing defects, scalability, and reliance on high-purity raw materials.
- Future focus on refining processes, improving sustainability, and enhancing research-industry collaboration.
Diamond Quality Checks & Certification (Continued): Key Takeaways
Strengthening quality assurance frameworks is essential to ensure consumer trust globally.
Grading LGDs differs from natural diamonds, especially in color; secondary reference masters needed.
Labs must assess hue saturation and intensity, not just color for LGDs.
Clarity characteristics differ due to metallic inclusions in LGDs.
Color grading challenges arise in borderline clusters where AI struggles.
LGDs are cut for perfection, unlike natural diamonds, which are cut for weight retention.
National News
Zithara.AI Partners With Tyaani Jewellery To Enable Smarter Customer Engagement
Collaboration to leverage AI native CRM capabilities for personalised customer interactions and stronger customer relationships
Zithara.AI, an AI native customer engagement platform for offline retailers, has partnered with Tyaani Jewellery by Karan Johar to strengthen customer engagement through technology and data driven insights across the brand’s retail operations.
Through the partnership, Tyaani Jewellery will leverage Zithara.AI’s AI native CRM platform to bring greater structure to customer engagement and relationship management. The platform will enable the brand to organise customer information, understand engagement patterns, and create a more connected view of customer interactions. The platform will help Tyaani Jewellery strengthen its approach to customer engagement by enabling more structured and data driven interactions with its customers.
The collaboration is aimed at helping Tyaani Jewellery build stronger relationships with customers beyond individual transactions while creating greater opportunities to increase sales and repeat purchases. By using customer insights to identify relevant engagement opportunities, the platform will support the brand in following up with potential customers, re engaging existing customers and delivering more personalized communication based on customer preferences and purchase behaviour. This can help improve customer conversions, strengthen retention and enable retail teams to turn customer data into actionable insights that contribute to increased sales, stronger customer lifetime value and long term revenue growth.
Speaking about the partnership Manraj Singh, Chief Marketing Officer, Tyaani Jewellery said:

“Jewellery is a highly personal category, and the relationship between a brand and its customer extends well beyond a single purchase. As customer expectations evolve, it is important for us to understand their preferences and interactions better and use that understanding to create more meaningful experiences. Our association with Zithara.AI will help us bring greater intelligence and personalisation into our customer engagement, while enabling us to build stronger and more lasting relationships with our customers.”
Varun Kashyap, Co-Founder, Zithara.AI, said:
“Tyaani Jewellery has created a distinctive identity in the contemporary jewellery space, and its approach to engaging with modern consumers makes this partnership particularly meaningful for us. We see a strong opportunity to help the brand make better use of customer data and translate those insights into relevant, timely and personalised engagement. Our platform is designed to help retailers strengthen relationships throughout the customer journey rather than limit engagement to the point of purchase.”

Sridevi Reddy, Co-founder, Zithara.AI, added:

“Customer engagement in jewellery retail is increasingly about understanding the individual behind every transaction. With AI native capabilities, retailers can move from broad based communication towards experiences that are more relevant to customer preferences, behaviour and purchase journeys. Through our partnership with Tyaani Jewellery, we aim to support the brand in creating a more connected and intelligent customer engagement framework at scale.”
The partnership reflects the growing role of AI and customer data in shaping the next phase of jewellery retail, where personalised engagement and long term customer relationships are becoming increasingly important. Through the collaboration, Tyaani Jewellery and Zithara.AI aim to create a more connected and data driven approach to customer engagement that supports stronger relationships and the brand’s continued retail growth.
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