De Beers Group marked an important moment for India’s jewellery industry with the launch of its new initiative, “Heera Hai Aapke Liye,” at IIJS Signature. The launch event featured actress Sonakshi Sinha alongside Shweta Harit, Global Senior Vice President of De Beers Group and CEO of Forevermark. The program aims to make natural diamonds more accessible and relevant for everyday wear among modern Indian consumers.
Designed to strengthen the natural diamond category, the initiative focuses on increasing awareness, improving market visibility, and creating stronger connections between retailers and consumers. The program enables local retailers to adopt De Beers Group’s campaign concepts, including second-piercing earrings, Bestie bracelets, and Intention pendants. With contemporary designs and approachable price points, diamonds are positioned as lifestyle pieces for self-expression and daily use.
Speaking at the launch, Shweta Harit highlighted the evolution of De Beers Group’s storytelling in India. She stated that while the company has historically shaped global diamond narratives, the “Heera Hai Aapke Liye” program takes that legacy forward by making natural diamonds more desirable and attainable. She added that the initiative empowers retailers through the INDRA alliance while ensuring credibility and trust for first-time diamond buyers.
Kirit Bhansali, Chairman of the Gem and Jewellery Export Promotion Council, noted that IIJS continues to play a vital role in shaping the industry’s future. He said the partnership between GJEPC and De Beers Group under the INDRA project supports domestic demand for natural diamonds by strengthening retailer capabilities, building consumer confidence, and expanding reach across metro and Tier 2 markets.
The “Heera Hai Aapke Liye” program is built on several strategic pillars. These include onboarding gold wholesalers and distributors across 15 to 20 cities with an initial target of 500 retailers. Retail partners receive design support, strict product standards, a defined buy-back policy, and comprehensive training and marketing assistance. The initiative also introduces an entry-level product kit featuring earrings, bangles, and bracelets, supported by exclusive visual merchandising. A pan-India expansion strategy underpins the program’s long-term growth and scalability.
As India continues to emerge as the world’s second-largest retail diamond jewellery market, De Beers Group remains focused on strengthening the natural diamond narrative. Through this initiative, the company aims to expand the base of natural diamond buyers, encourage self-purchase, and build lasting credibility for the category across urban and emerging markets.
