De Beers Group, a global leader in the diamond industry, has made a significant strategic shift by substantially increasing its marketing investment in India’s natural diamond sector. This year’s allocation is set to be the company’s highest marketing spend in India over the past decade. The move underscores De Beers’ long-term vision and confidence in India’s growing importance as a key market for natural diamonds.

In an exclusive interview with Sharleen D’Souza, De Beers CEO Al Cook elaborated on this renewed focus and explained the company’s intent to strengthen its foothold in India. According to Cook, India represents a unique and rapidly expanding opportunity for natural diamond jewellery. With a large and aspirational middle class, deep-rooted cultural ties to jewellery, and a fast-evolving luxury consumption pattern, India stands out as one of the most promising consumer bases for natural diamonds in the world.

Cook pointed out that the demand for natural diamonds in India has shown resilience despite global headwinds, including economic slowdowns and the rise of lab-grown alternatives. Consumers in India continue to associate natural diamonds with emotional and cultural significance, making them a preferred choice for important life events such as weddings and anniversaries. This cultural aspect offers a strong foundation upon which De Beers aims to build a more expansive and targeted marketing approach.

The increased budget will be used to boost consumer awareness, expand retail partnerships, and drive engagement through digital and traditional marketing campaigns. This includes not just metro cities but also tier-2 and tier-3 markets, where the appetite for luxury products is steadily rising. By investing in both education and brand storytelling, De Beers aims to reinforce the natural diamond’s emotional and economic value among Indian consumers.

In addition to marketing, Cook emphasized that De Beers is committed to supporting the entire value chain of natural diamonds in India, from mining to retail. The company is working closely with Indian manufacturers, jewellers, and retailers to create sustainable growth across the industry. This includes partnerships that promote ethical sourcing, environmental stewardship, and transparency.

Another crucial point raised by Cook was the distinction between natural and lab-grown diamonds. While lab-grown diamonds have found a niche in global markets, De Beers remains firmly positioned in advocating the unique value and rarity of natural diamonds. The company’s campaign efforts in India will clearly communicate this differentiation, helping consumers make informed choices.

Cook believes that India has the potential to emerge as the world’s largest market for natural diamonds in the years to come. De Beers’ increased investment is not just a marketing tactic, but a long-term strategic commitment to India’s role in the global diamond ecosystem.

In summary, De Beers’ enhanced marketing efforts reflect its confidence in India’s growing significance in the natural diamond industry. With focused investments, strategic partnerships, and consumer-centric campaigns, the company is positioning itself to lead and grow with India’s evolving diamond market.