News Desk, News Nation 360 : Leaders in the industry Tanishq and De Beers team together to introduce even more people to the timeless worth of natural diamond jewellery as India grows to be the second-largest market for such products worldwide. To increase the growing opportunity in the Indian market and introduce more Indian consumers to the rarity and preciousness of natural diamonds, Tanishq, the largest jewellery retail brand from the Tata Group, and the world's leading diamond company, De Beers Group, today announced a long-term strategic collaboration. Tanishq and De Beers have partnered to boost the demand for natural diamond jewellery in India, which has recently surpassed China as the world's second-largest market. The collaboration aims to educate Indian consumers about the inherent value, rarity, and timelessness of natural diamonds, and to increase their confidence in purchasing diamond jewelry. By leveraging Tanishq's deep understanding of the Indian market and De Beers' expertise in the diamond industry, the partnership will focus on consumer outreach, staff training, authenticity education, and marketing campaigns to expand the customer base. The collaboration also builds on the existing relationship between the two companies, with Tanishq using De Beers' diamond verification technology and exploring opportunities for traceability and pipeline integrity.
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