De Beers Group, the world’s leading diamond company, has reinforced its long-term commitment to the Indian jewellery market with the launch of ‘Heera Hai Aapke Liye’, a new nationwide initiative unveiled at IIJS Signature. Designed to make natural diamonds more accessible, relevant, and desirable for Indian consumers, the programme marks a significant shift in how diamonds are positioned for everyday wear and self-expression.
The launch event saw actor Sonakshi Sinha join Ms. Shweta Harit, Global Senior Vice President of De Beers Group and CEO of Forevermark, as the brand introduced a framework that blends emotional storytelling with practical retail enablement—aimed at expanding India’s natural diamond consumer base.
Making Natural Diamonds Part of Everyday Life
At the heart of ‘Heera Hai Aapke Liye’ (Diamonds Are For You) is a strategy to normalise natural diamonds as a lifestyle choice rather than an occasional indulgence. The programme focuses on modern designs, accessible price points, and strong retail partnerships, allowing consumers to view diamonds as part of daily life.
Retailers participating in the initiative can adopt De Beers Group’s national campaigns as their own, featuring curated product concepts such as second-piercing earrings, ‘Bestie’ bracelets, and ‘Intention’ pendants—categories aimed at first-time buyers and self-purchase occasions.
Empowering Retailers Through INDRA
Speaking at the launch, Shweta Harit, Global Senior Vice President of De Beers Group and CEO of Forevermark highlighted how the programme builds on De Beers Group’s legacy while responding to changing consumer behaviour in India.
“With ‘Heera Hai Aapke Liye’, we are evolving our storytelling for India by making natural diamonds more accessible and desirable. The programme is designed to empower retailers through the INDRA (Indian Natural Diamond Retailer Alliance), while ensuring that every consumer’s first diamond journey is credible, transparent, and meaningful.”
The INDRA alliance plays a central role in the initiative, offering retailers structured support that includes training, marketing tools, product hygiene standards, and a clearly defined buy-back policy—strengthening confidence across the value chain.
Industry Backing at IIJS Signature
Kirit Bhansali, Chairman of the Gem & Jewellery Export Promotion Council (GJEPC), underlined the importance of the programme’s launch at IIJS Signature, one of the industry’s most influential platforms.
“The launch of ‘Heera Hai Aapke Liye’ at IIJS Signature reinforces the show’s role in shaping the future of India’s gem and jewellery industry. This partnership between GJEPC and De Beers Group is a vital step towards strengthening domestic demand for natural diamonds, especially across metros and Tier 2 markets.”
Strategic Pillars Driving Growth
The ‘Heera Hai Aapke Liye’ programme is built around key pillars aimed at long-term scalability and industry growth:
- Stocking & New Consumer Opportunity: Onboarding gold wholesalers and distributors across 15–20 cities, with an initial target of 500 retailers in the first phase.
- Retailer Advantage: Access to design support, strict product hygiene standards, buy-back assurance, and continuous training through the INDRA alliance.
- Entry-Level Product Offering: A robust starter kit featuring earrings, bangles, bracelets and more, supported by exclusive visual merchandising (VM) solutions.
- PAN-India Expansion: A nationwide rollout strategy designed to unlock new business opportunities for manufacturers and retailers alike.
Strengthening India’s Natural Diamond Narrative
As India continues its rise as the world’s second-largest market for retail diamond jewellery, De Beers Group remains focused on reinforcing the value, authenticity, and emotional appeal of natural diamonds. By combining storytelling with a structured retail framework, ‘Heera Hai Aapke Liye’ aims to increase self-purchase consideration, expand the base of natural diamond buyers, and build long-term trust in the category.
Through this initiative, De Beers Group and GJEPC are working towards a shared goal: creating a sustainable, future-ready ecosystem for natural diamonds across both metropolitan centres and emerging Tier 2 markets in India.
