A new promotional campaign aimed at highlighting the contribution that the gem and jewellery industry makes to the nation was unveiled by The Gem & Jewellery Export Promotion Council (GJEPC) during IIJS Premiere 2018. The campaign’s focus is captured in its central message portraying the industry as “A Valuable Asset to India”.

Five different aspects are portrayed to get this message across – the industry’s pre-eminent position in the global industry; its contribution to the nation’s GDP; the massive number of employment opportunities it creates; the measures implemented for enhancing worker welfare, and the positive impact this indirectly has on the quality of life for their families as well.

Elaborating on the key thought behind this initiative, GJEPC Vice Chairman, Colin Shah said, “The public at large is not aware of the contribution that the industry makes to nation building. The campaign aims at getting across the value we bring to the country’s economy and the positive impact we are having on the lives of so many millions.”

Shah points out that the industry contributes 7% to the nation’s GDP, provides direct employment to 5 million workers and has made a huge contribution to improving the standard of living and quality of life for their families. “How many people in the country are aware of these facts?” he asks rhetorically.

He adds that not many are aware of India’s leadership position in the global diamond industry or that a combination of latest technology in modern factories along with the cutting and polishing skills passed down over generations lie at the core of the industry’s success.

GJEPC plans to run a sustained campaign over the next 12 months, mainly in print and through digital media. It will cover the business publications, both dailies and periodicals, as well as magazines and other media that reach out to the opinion makers in various sectors of the economy. 

“We believe that this will impact perceptions about our industry and help the people of this country get a better understanding of the role we play in nation building,” Shah concludes.