The De Beers Group and Tanishq have formed a strategic partnership to connect more Indian consumers with the rarity and preciousness of natural diamonds and amplify the growing opportunity in the Indian market.
Tanishq and De Beers have decided to form a long-term partnership to enhance consumer education, interest and confidence, as well as promote natural diamonds across India. Through this partnership, the two parties will capitalise on Tanishq’s three-decade-long understanding of the Indian market, combined with De Beers’ expertise in the diamond category, to increase consumer desire for and confidence in natural diamonds, emphasising their inherent value, rarity and timelessness.
In the filing, Titan shared, “The collaboration will focus on building extensive consumer outreach, deepening capabilities of Tanishq’s retail staff to communicate about natural diamonds, educating consumers about authenticity, and shaping customer experiences as they explore their desire for natural diamonds and studded jewellery. This will also be supported by a compelling 360-degree marketing campaign to build awareness and target expanding the customer base in the country, including first time buyers.”
