GJEPC Leads ₹150M Campaign as India Surpasses China in Diamonds

Forget the United States and China; diamantaires in Surat and Mumbai have their sights set on India, which has surpassed China in natural diamond consumption.

- Melvyn Thomas

For the first time, the Indian diamond industry, through the Gems and Jewellery Export Promotion Council (GJEPC), has raised Rs 150 million for consumer education and awareness of natural diamond jewellery in India. The GJEPC has requested government cofunding for a similar amount in order to reach a larger consumer base and promote natural diamonds in India.

The GJEPC hopes that this jointly financed campaign would improve consumer education, generate interest, and boost confidence in natural diamonds among Indian customers. This will be supplemented by a marketing push throughout India.