Mumbai: The Diamond Producers Association (DPA) announced the launch of their operations in India to strengthen the diamond sector, by promoting the integrity and reputation of diamonds and ensuring the sustainability of the diamond industry. The DPA is an alliance of seven of the largest diamond mining companies in the world, which together represent over 75% of the world’s diamond production. Its members– ALROSA, De Beers, Dominion Diamond, Gem Diamonds, Lucara Diamond, Petra Diamonds and Rio Tinto, are the leading miners globally.
India, which accounts for a mere 7% of the global diamond consumption provides a huge growth opportunity in the global consumer matrix. DPA is working closely with the Gem Jewellery Export Promotion Council (GJEPC) to build trade relationships, best practices and a strong consumer connect through various market development initiatives. The first of such, is the launch of the India diamond marketing campaign under the global umbrella “Real is Rare, Real is a Diamond”, which is promoting a new message about diamonds.
Mr. Jean-Marc Lieberherr, CEO, Diamond Producers Association, said, “India is the natural home of diamonds. It is where they were first found and where they are being cut and polished. It is only natural that the DPA should focus its efforts on working with the local trade to realise the potential of India as a diamond market”.
Ms. Richa Singh, Managing Director India, Diamond Producers Association, said, “I am focused to working towards the goals of the Diamond Producers Association in India. Our core objective would be to strengthen DPA’s engagement with industry, non-industry organisations and create a strong connect with consumers to build the diamond category”.
Mr. Praveenshankar Pandya, Chairman, Gem Jewellery Export Promotion Council (GJEPC) said, “We believe that DPA’s initiatives will go a long way in growing the diamond sector in India. This would also augment connect between diamonds and their significance in consumers lives.”
“Real is Rare, Real is a Diamond” is promoting a new message about diamonds. As billion-year old natural and precious stones, diamonds are the ideal way to celebrate the uniqueness and authenticity of the love which unites a modern couple. The Indian campaign is directly inspired from in-depth research about modern Indian relationships and multiple interviews with young couples from all over the country. It is based on the key finding that every couple has a unique story, a journey made of rare moments that are worth celebrating for themselves. These unrecognized moments of bonding and intimacy are often the defining moments in journey of a couple in creating something unique and real between them.
