De Beers and Tanishq Partner to Spark Natural Diamond Demand in India

De Beers Group, the world’s top diamond company, has teamed up with Tanishq, India’s largest jewellery retail brand from the Tata Group, to boost the appeal of natural diamonds in India.

This strategic partnership aims to reach more Indian consumers and emphasise the unique value of natural diamonds, tapping into the growing demand in the Indian market. India’s vibrant economy, expanding middle class, and consumers’ desire for valuable jewellery have led to a significant increase in natural diamond jewellery demand, now accounting for 11% of global demand. This surge has made India the second-largest market for natural diamond jewellery, surpassing China.

Despite this growth, diamond buying rates in India are still lower than in mature markets like the US, presenting a major opportunity for further expansion.

Tanishq and De Beers will collaborate long-term to enhance consumer education, generate interest, and build confidence in natural diamonds throughout India to seize this growth potential. This partnership will leverage Tanishq’s deep understanding of the Indian market, built over 30 years, alongside De Beers’ diamond industry expertise to foster a deeper appreciation for natural diamonds, highlighting their value, rarity, and timeless appeal.

The collaboration will focus on extensive consumer outreach, training Tanishq’s retail staff to better communicate about natural diamonds, educating consumers on authenticity, and enhancing customer experiences. A comprehensive marketing campaign will support these efforts, aiming to raise awareness and attract a broader customer base, including first-time buyers.

This new partnership builds on the existing relationship between Tanishq and De Beers. Tanishq already uses De Beers’ diamond verification technology to ensure product authenticity. Both companies are exploring further collaborations on diamond traceability, meeting Tanishq’s supply needs, and using De Beers’ proprietary technologies to maintain supply chain integrity.

Ajoy Chawla, CEO of the Jewellery Division, Titan Company, said: “The opportunity in India for diamonds is massive, given the very low penetration of studded jewellery and the rising per capita incomes in the world’s most populous country. Tanishq has been a pioneer in democratising diamond jewellery in the market for three decades and has always targeted the modern progressive woman. Tanishq Diamonds adheres to the strictest standards, with all diamonds responsibly sourced in compliance with the Kimberley Process Certification Scheme (KPCS) and the Tanishq Suppliers Engagement Protocol (TSEP).”

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