In a move that’s set to dazzle the Indian jewellery scene, industry leaders De Beers and Tanishq are teaming up to bring the timeless beauty of natural diamonds to even more consumers across the country. With India now the world’s second-largest market for natural diamond jewellery, this partnership couldn’t have come at a better time.
De Beers, a name synonymous with diamonds, and Tanishq, India’s most trusted jewellery brand, have announced a long-term collaboration aimed at deepening Indian consumers’ connection with the rarity and value of natural diamonds. This partnership is a response to the surging demand for diamond jewellery in India, which now accounts for 11% of global demand, surpassing China.
As India’s middle class expands and its economy flourishes, more discerning consumers are seeking jewellery that not only dazzles but also holds enduring value. Despite this growing interest, the country’s diamond acquisition rates remain lower than in markets like the US, presenting a golden opportunity for growth.
Through this strategic alliance, Tanishq and De Beers plan to enhance consumer education and confidence in natural diamonds. They will leverage Tanishq’s deep understanding of the Indian market and De Beers’ expertise in the diamond industry to foster a greater appreciation for these precious gems.
Expect a robust 360-degree marketing campaign that will not only build awareness but also expand the customer base, particularly among first-time buyers. The collaboration will also see Tanishq’s retail staff becoming even more adept at guiding customers through the diamond-buying journey, ensuring authenticity and value every step of the way.
Already benefiting from De Beers’ state-of-the-art diamond verification technology, Tanishq is in talks to explore further collaborations in diamond traceability and supply needs. This partnership promises to set new standards in India’s diamond jewellery market, celebrating the timeless beauty of natural diamonds.
Sandrine Conseiller, CEO of De Beers Brands, expressed her excitement, saying, “India’s love affair with diamonds has flourished over thousands of years, and we are thrilled to partner with Tanishq to unlock the full potential of this vibrant market.”
Ajoy Chawla, CEO of the Jewellery Division at Titan Company Limited, echoed this sentiment, noting that the collaboration will celebrate the eternal beauty of diamonds and unlock new opportunities for both Tanishq and the broader diamond sector.
