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India’s GJEPC Plans Advertising Push With Global Miners to Revive Diamond Trade
Nov 17, 2015 10:44 AM
By Rapaport News
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RAPAPORT... India’s Gem & Jewellery
Export Promotion Council (GJEPC)
is planning to team up with the world’s leading miners to drum up interest in the
country’s diamonds through promotional campaigns and celebrity endorsements, according to The Economic Times.
The council is
considering joining hands with the likes of Rio Tinto, ALROSA and De Beers for marketing
diamonds into strategic hubs such as China, Latin America and the Middle East, the
daily newspaper reported.
The
trade body will hire country-specific advertising agencies to initiate
campaigns based on local purchasing trends, the newspaper citing GJEPC chairman Praveen Shankar Pandya as saying.
India’s polished diamond exports plummeted 17 percent in October, taking the plunge in the first
ten months to 51 percent, according to GJEPC.
"We have taken
the decision to launch a promotional campaign for diamonds in key markets to
revive exports," the report cited Pandya as
saying.
"Miners, who are the major stakeholders in the industry, will have
to be included in this initiative. Talks have begun and we are hopeful that the
entire thing will be finalized within a month.”
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Tags:
Alrosa, De Beers, GJEPC, India, miners, Rapaport News, Rio Tinto
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