De Beers is partnering with top Indian jewellery retail brand Tanishq to promote and expand the market for diamonds in India, the world’s second largest diamond consumer.

Aimed at growing diamond sales particularly among a new generation of consumers, the strategic collaboration between the two companies has a three-pronged approach: Education for both consumers and retail staff; intense marketing promotional campaigns and consumer-confidence building through verification and traceability tools. 

India has overtaken China to become the second largest market for diamonds after the US and currently accounts for 11 per cent of global demand. With a vibrant economy, a growing middle-class segment and discerning consumers, the market is ripe for expansion.

“Through this collaboration, the two parties will capitalise on Tanishq’s deep understanding of the Indian market built up over three decades, combined with De Beers’ expertise in the diamond category, to deepen consumer desire and confidence in natural diamonds,” a statement from the two entities stated. 

In addition to extensive consumer outreach, focus will be on deepening capabilities of Tanishq’s retail staff to communicate value factors and educate consumers about authenticity. Tanishq already uses De Beers’ proprietary diamond verification technology to support authenticity assurance of its products. 

CEO of De Beers Brands, Sandrine Conseiller, said: “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. Like De Beers, Tanishq recognises the power, preciousness and prestige of natural diamonds and combining our expertise with their deep understanding of the Indian market, we will work together to create something special to connect more Indian consumers to these natural treasures.”