Advanced Search

De Beers to Launch India Marketing Campaign

Aug 8, 2016 3:34 AM   By Rapaport News
Email Email Print Print Facebook Facebook Twitter Twitter Share Share

De Beers signed an agreement with India’s Gem & Jewellery Export Promotion Council (GJEPC) to run a marketing campaign during the nation’s key selling season this year.

The memorandum of understanding is in line with the miner’s initiatives in the U.S. and China last year, De Beers chief executive officer Bruce Cleaver told the India International Jewellery Show in Mumbai.

De Beers has conducted consumer research, with the initial focus on smaller diamonds, targeting diamond-jewelry gifts to young married women, an important market segment for manufacturers and retailers, Cleaver (pictured) said.

“Such a well-directed campaign would be a real boost for diamond jewelry demand in India’s vibrant and growing consumer sector,” the CEO pointed out, adding that the company continues to invest in opportunities in India for the Forevermark brand.

“We see a huge latent opportunity to grow domestic diamond jewelry sales. In fact, we believe there is perhaps more growth opportunity here than anywhere else in the world.”

Acknowledging that diamonds were first discovered in India, Cleaver said the nation “also represents the heartbeat of the industry’s midstream sector.”

India’s middle class is growing fast, and the purchasing power of the highest income households is expected to speed ahead, he said.

The GJEPC also held a dinner in aid of corporate social responsibility initiatives in conjunction with De Beers, attended by Praveenshankar Pandya, chairman of the GJEPC, and Cleaver.
Tags: Bruce Cleaver, De Beers, diamond jewelry, events, Gem & Jewellery Export Promotion Council, GJEPC, IIJS, India, India International Jewellery Show, Jewelry, marketing, memorandum of understanding, Praveenshankar Pandya, Rapaport News, shows, trade fairs, Trade Shows
Similar Articles
DB studio shot FM table inscriptionCarving Out the Future of Laser Engraving
Jul 26, 2022
Etching markings into diamonds is a time-tested method for identifying stones, and innovators are working to make
© Copyright 1978-2022 by Rapaport USA Inc. All rights reserved. Index®, RapNet®, Rapaport®, PriceGrid™, Diamonds.Net™, and JNS®; are registered TradeMarks.
While the information presented is from sources we believe reliable, we do not guarantee the accuracy or validity of any information presented by Rapaport or the views expressed by users of our internet service.