India’s largest jewellery retail brand Tanishq and the world’s leading diamond miner De Beers Group announced a long-term partnership to promote natural diamonds.
According to the joint statement, this partnership aims to increase consumer awareness, interest, trust in natural diamonds, and drive the growth of the Indian market, which has become the second largest seller of natural diamond jewellery in the world. To this end, Tanishq and De Beers will leverage their combined expertise to educate consumers about the value, rarity and eternity of natural diamonds.
The companies plan to focus on various initiatives including consumer outreach, employee training and marketing campaigns. Tanishq’s retail staff will undergo in-depth training to effectively communicate about natural diamonds, while consumers will have access to educational resources on the authenticity and value of diamonds. In addition, an integrated marketing campaign will be launched to reach a wider audience, including first-time buyers.
The partnership builds on the existing relationship between Tanishq and De Beers. Tanishq already uses De Beers’ diamond verification technology to ensure the authenticity of its products. The two companies are also exploring opportunities to collaborate in the areas of traceability, supply chain management and the use of De Beers’ proprietary technology.
Ajoy Chawla, CEO of Titan Company Limited’s jewellery division which owns Tanishq, noted the significant growth potential of the diamond market in India. The collaboration between Tanishq and De Beers is expected to further strengthening of India’s position as a major player in the global diamond market.
Elena Taran, Editor-in-Chief, Asia Bureau, Rough&Polished
