Tanishq & De Beers Forge Strategic Collaboration To Boost India’s Natural Diamond Jewellery Market

India’s Growing Market for Natural Diamond Jewellery

As India becomes the world’s second-largest market for natural diamond jewellery, industry leaders, De Beers and Tanishq unite to connect even more people to its enduring value.

Strategic Collaboration Between De Beers Group and Tanishq

De Beers Group, the world’s leading diamond company, and Tanishq, India’s largest jewellery retail brand from the Tata group, today announced a long-term strategic collaboration to connect more Indian consumers with the rarity and preciousness of natural diamonds and to amplify the growing opportunity in the Indian market. Ajoy Chawla, CEO of Tanishq’s jewellery division, and Sandrine Conseiller, CEO of De Beers, presented the strategic collaboration between Tanishq and De Beers Group at the event held at Taj Land’s End, Bandra, Mumbai.

India’s Surging Demand and Global Market Position

With a vibrant economy, a growing middle class, and discerning consumers who seek jewellery with enduring value, demand for natural diamond jewellery from Indian consumers has surged recently and now represents 11 percent of global demand. This has led India to replace China as the second-largest market in the world for natural diamond jewellery. With diamond acquisition rates in India well below those in mature markets such as the US, this provides a significant opportunity to catalyse further growth for natural diamond jewellery in India.

Long-term Collaboration to Unlock Growth Potential

To help unlock this growth opportunity, Tanishq and De Beers have agreed to enter into a long-term collaboration to enhance consumer education, interest, and confidence, and to promote natural diamonds across India. 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 for and confidence in natural diamonds, underscoring their inherent value, rarity, and timelessness.

Focus Areas of the Collaboration

The collaboration will focus on extensive consumer outreach, deepening the capabilities of Tanishq’s retail staff to communicate about natural diamonds, educating consumers about authenticity, and shaping customer experiences as they explore their desire for natural diamonds and studded jewellery. This will also be supported by a compelling 360-degree marketing campaign to build awareness and expand the customer base in the country, including first-time buyers.

Building on an Established Relationship

The new collaboration builds on the existing relationship between Tanishq and De Beers, with Tanishq already using De Beers’ proprietary diamond verification technology to support the assurance of the authenticity of its products. The two parties are also in talks regarding opportunities to collaborate on traceability, how Tanishq’s diamond supply needs can best be met, and further opportunities to use De Beers’ proprietary technologies to support pipeline integrity.