As India’s natural diamond market moves into its next phase of growth beyond metros, Nagpur has emerged as a key focus city under Project INDRA, the Indian Natural Diamond Retailer Alliance led by De Beers Group in collaboration with the Gem and Jewellery Export Promotion Council(GJEPC). The initiative brings together leading independent jewellers to strengthen consumer education, build category confidence, and expand demand for natural diamonds in fast-growing Tier 2 markets.
Nagpur marks the first INDRA engagement in the Vidarbha region and reflects a broader industry push to penetrate underexplored markets where consumer aspiration is rising, purchasing power is strengthening, and self-driven diamond buying is gaining momentum. The city represents a new cohort of buyers who view natural diamonds as symbols of personal achievement, individuality, and long-term value, rather than purely occasion-led purchases.
Project INDRA is designed to move the narrative beyond product to purpose. The programme equips retailers with structured training, multilingual consumer education tools, and marketing resources that simplify the diamond buying journey while reinforcing the inherent rarity, authenticity, and emotional value of natural diamonds. This allows local jewellers to engage consumers with confidence and consistency, especially first-time buyers who are seeking reassurance and clarity.
Commenting on the Nagpur activation, Toranj Mehta, Vice President Marketing, De Beers Group India, said, “Nagpur reflects the shift we are seeing across emerging Indian cities, where consumers are increasingly intentional about what they buy and why they buy it. Natural diamonds are being chosen as markers of personal milestones and self-expression. Through Project INDRA, and in close partnership with GJEPC and Nagpur’s leading retailers, our focus is to support jewellers with the right tools and knowledge so that the value and meaning of natural diamonds are communicated clearly and credibly at the point of sale.”
Reinforcing the industry perspective, Shri Kirit Bhansali, Chairman GJEPC, said, “India’s growth as a retail diamond jewellery market will be driven by deeper penetration into Tier 2 and emerging cities. Initiatives like Project INDRA play a critical role in strengthening the natural diamond category by empowering independent retailers with education, insights, and shared best practices. GJEPC is pleased to partner with De Beers in supporting jewellers as they build informed consumer demand and long-term trust in natural diamonds.”
Retailers in Nagpur have welcomed the initiative as an important step in building long-term category growth. Participating retail partners in Nagpur include Batukbhai Jewellers, Dass Jewellers, Karan Kothari Jewellers, Khandelwal Jewellers, Londe Jewellers, Parekh Brothers Jewellers, Rokde Jewellers, Sathe Jewellers, and Shree Meher Jewellers. Retailers noted that the program enables more meaningful consumer conversations, going beyond price and design to highlight provenance, emotional significance, and enduring value.
Rajesh Rokde, Director, Rokde Jewellers, said “This initiative allows us to introduce customers to natural diamond jewellery in a more meaningful way. With INDRA’s support, we can create conversations that go beyond price and design, helping buyers understand the value and story behind each diamond.”
“INDRA provides us with the resources to educate our customers and enhance their buying experience. From training to marketing tools, the programme empowers us to build confidence among first-time buyers and nurture long-term relationships,” added Pradeep M Kothari, Director, Karan Kothari Jewellers.
“We are noticing a shift in how younger consumers approach diamond purchases. They are looking for pieces that reflect their personal milestones and achievements. Through INDRA, we are able to engage with this audience more effectively and make Natural Diamonds a part of their self-expression,” shared Bharath Sheth, Director, Batuk Bhai Sons & Jewellers.
India is currently the world’s second-largest market for retail diamond jewellery, and industry projections indicate that future growth will be driven by regional cities and younger consumers entering the category through self-purchase. Insights from the Nagpur engagement will inform future INDRA activations across additional Tier 2 and emerging markets, reinforcing a consistent, education-led approach to category building across the country.
Through this pilot, De Beers and GJEPC aim to expand the base of natural diamond buyers, increase self-purchase consideration and establish long-term credibility for the category. Insights from Nagpur will also guide future INDRA initiatives in other Tier 2 and emerging markets across India.
About De Beers Group
Established in 1888, De Beers Group is the world’s leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of De Beers Group’s strategy as it develops a portfolio of offers that span the diamond value chain, including its jewellery houses, De Beers Jewellers and Forevermark, and other pioneering solutions such as diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group also provides leading services and technology to the diamond industry in the form of education and laboratory services and a wide range of diamond sorting, detection and classification technology services. De Beers Group is committed to ‘Building Forever,’ a holistic and integrated approach for creating a better future – where safety, human rights and ethical integrity continue to be paramount; where communities thrive and the environment is protected; and where there are equal opportunities for all. De Beers Group is a member of the Anglo American plc group. For further information, visitwww.debeersgroup.com
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