As India ascends to become the world’s second-largest market for natural diamond jewellery, two industry giants, De Beers Group and Tanishq, have announced a long-term strategic collaboration. This partnership aims to connect more Indian consumers with the enduring value of natural diamonds and capitalize on the growing demand in the Indian market.
De Beers, the world’s leading diamond company, and Tanishq, India’s largest jewellery retail brand from the Tata Group, will work together to amplify consumer interest, education, and confidence in natural diamonds across India. With India now representing 11% of global demand for natural diamond jewellery, the collaboration comes at a pivotal time as the country’s economy thrives and the middle class expands.
Join our Facebook Group of 80000 K members
This strategic partnership will focus on extensive consumer outreach, enhancing the capabilities of Tanishq’s retail staff in communicating the value and authenticity of natural diamonds, and crafting memorable customer experiences. Supported by a comprehensive 360-degree marketing campaign, the collaboration aims to increase awareness and expand the customer base, particularly among first-time buyers.
Building on their existing relationship, Tanishq and De Beers are also exploring further collaboration opportunities, including diamond supply needs, traceability, and the use of De Beers’ proprietary diamond verification technology to ensure product authenticity. This alliance is set to redefine the natural diamond market in India, leveraging Tanishq’s deep market knowledge and De Beers’ global expertise in the diamond industry.
Sandrine Conseiller, CEO of De Beers Brands, 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 and their enduring value.”
Ajoy Chawla, CEO, Jewellery Division, Titan Company Limited, said: “The opportunity in India for diamonds is massive, given the very low penetration of studded jewellery and the rising per capita incomes in the world’s most populous country. Tanishq has been a pioneer in democratising diamond jewellery in the market for three decades and has always targeted the modern progressive woman. Tanishq Diamonds adhere to strictest standards, with all diamonds responsibly sourced in compliance with the Kimberley Process Certification Scheme (KPCS) and the Tanishq Suppliers Engagement Protocol (TSEP).
“We offer our own certificate of Tanishq Diamond guarantee and have the most transparent buyback policy in India, enabling trust and peace of mind for our customers. In an increasingly man-made world where virtual living is becoming the norm, people crave authentic brands, real experiences and value natural, wholesome products. All Tanishq Diamonds are natural, rare and valuable and have attracted our customers with innovative designs. The collaboration with De Beers will unlock new opportunity for both Tanishq and the diamond sector, celebrating the eternal beauty of these miracles of nature.”
