Mumbai: Mr. Vipul Shah, Chairman of India’s Gem & Jewellery Export Promotion Council (GJEPC) said in an exclusive interview given to Mr. Suresh Chotai, editor of gems2jewellery.com that the Council has designed a sustained marketing campaign that would directly address the need faced by India and other emerging consumer markets. The promotion is aimed at boosting confidence in diamonds and driving the desire to own diamonds among consumers in India and other countries. At this time, GJEPC is in the process of studying the penetration, needs and consumer behavioral patterns and trends of these target groups, which will determine the formulation of plans to promote the segment.

In an answer, referring to the proposed Diamond Bourse that may come up in Surat, Mr. Shah said, “Surat is the diamond manufacturing capital of the world for past several decades. Any development to complement the manufacturing activity is welcome. However, to do so at the cost of a centre such as Mumbai, which has been the hub of the Indian diamond sector, will be completely ill-advised and unwise…Mumbai will always remain the nerve centre of the diamond industry worldwide. As it is the commercial hub of the country, Mumbai provides world-class infrastructure, international connectivity, finance and banking facilities and human resources.” (Refer to our ‘Interviews’ section for detailed talk with Mr. Vipul Shah).