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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.”
Tags: Alrosa, De Beers, GJEPC, India, miners, Rapaport News, Rio Tinto
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