INDRA: Rewriting the Diamond Story

Globally, diamond jewellery demand is worth $80-85 billion annually. India now commands the second-largest share of this market, accounting for 10-12 per cent of global demand—and growing fast. As this momentum builds, the need to deepen consumer penetration into the natural diamond category has never been more urgent. Enter Project INDRA (Indian Natural Diamond Retailers Alliance), a collaboration between the De Beers Group and the Gem & Jewellery Export Promotion Council (GJEPC).

- by PRATYASHA KUMARI

Designed as a digital ecosystem, INDRA aims to reshape how natural diamonds are marketed, sold and experienced across India. It is not just another campaign, but a platform built to raise India’s natural diamond penetration from 10 to 15 per cent in the next three years. In a country of India’s scale it means millions of new customers discovering and buying diamond jewellery for the first time! The Tier II and Tier III cities, middle class and younger buyers to be precise.

A diamond stud, a delicate bracelet or a second-piercing earring becomes customer's entry into the category. Once inside, they can be introduced to the full spectrum of natural diamonds, from daily-wear essentials to diamond bridal jewellery.

Research conducted before INDRA's rollout revealed the barriers keeping retailers from fully embracing the category. Smaller jewellers, especially in Tier II and Tier III markets, often enjoy strong consumer loyalty but lack the training, tools and marketing muscle required to increase their diamond sales confidently. Customers, meanwhile, can feel intimidated by the product complexity, caratage, and certification nuances that make diamond buying appear daunting. INDRA is designed as an answer to this long-standing hesitation, a bridge that gives jewellers both the confidence and the resources to position diamonds at the heart of their offering.