Tanishq, India’s largest jewellery retail brand, and De Beers Group, the world’s leading diamond company, have announced a long-term collaboration to capitalise on India’s rise to the position of the world’s second largest market for natural diamond jewellery, surpassing China. This partnership aims to increase consumer awareness, interest, and confidence in natural diamonds and drive growth in the Indian market.
With India’s economy thriving and a growing middle class, demand for natural diamond jewellery has surged in recent years. Recognising this opportunity, Tanishq and De Beers will leverage their combined expertise to educate consumers about the value, rarity, and timelessness of natural diamonds.
The collaboration will focus on various initiatives, including consumer outreach, staff training, and marketing campaigns. Tanishq’s retail staff will receive enhanced training to effectively communicate about natural diamonds, while consumers will have access to educational resources on diamond authenticity and value. Additionally, a comprehensive marketing campaign will be launched to target a wider audience, including first-time buyers.
This partnership builds upon the existing relationship between Tanishq and De Beers. Tanishq already utilizes De Beers’ diamond verification technology to ensure the authenticity of its products. Both companies are also exploring opportunities for collaboration in traceability, supply chain management, and the use of De Beers’ proprietary technologies.
Sandrine Conseiller, CEO of De Beers Brands, expressed excitement about the collaboration, stating, “India’s love affair with diamonds has flourished for centuries, and we are thrilled to partner with Tanishq to unlock the full potential of this vibrant market.”
Ajoy Chawla, CEO of Jewellery Division at Titan Company Limited, highlighted the significant growth potential for the diamond market in India. He highlighted Tanishq’s commitment to offering high-quality, responsibly sourced diamonds and providing a transparent customer experience. “All Tanishq diamonds are natural, rare and valuable and have attracted our customers with innovative designs. The collaboration with De Beers will unlock new opportunity for both Tanishq and the diamond sector, celebrating the eternal beauty of these miracles of nature,” Chawla said.
Chawla underscored the vast growth potential for diamonds in India, even with all 975 Tanishq stores already offering them. In FY24, diamonds accounted for 30% of Tanishq’s ₹45,000 crore revenue. For the past three decades, Tanishq has been instrumental in making diamond jewellery more accessible, playing a key role in democratizing diamonds. “Our diamonds adhere to the highest standards, with responsible sourcing guaranteed through the Kimberley Process Certification Scheme (KPCS),” he emphasized.
He also highlighted Tanishq’s exclusive Diamond Guarantee Certificate and India’s most transparent buyback policy, which instil trust for customers. Serving approximately 3.5 million customers annually, Tanishq hopes its consumer base for natural diamond-studded jewellery to double from the current 1 million in the coming years.
The collaboration between Tanishq and De Beers is expected to further strengthen India’s position as a major player in the global diamond market. By combining their expertise and resources, the two companies aim to create a lasting impact and connect more Indian consumers with the enduring beauty and value of natural diamonds.