Indian gems and jewellery trade bodies are planning a big promotional campaign to tap the immense domestic potential in the background of over 25 per cent fall in exports.
The Gems & Jewellery Export Promotion Council (GJEPC), set up by the commerce ministry, is planning a Rs 15-crore campaign in India to promote diamond jewellery, especially in cities other than metros. The campaign will focus on local jewellery brands.
Representing over 5,500 leading jewellers and five lakh retail jewellery shops across the country, GJEPC’s promotional drive will continue from September to February and cover the entire festival season, including Dussehra, Diwali, Christmas and the new year festivities.
Vasant Mehta, chairman of GJEPC, said a great need for the promotion of generic and local brands was felt to arrest the fall in local jewellery sales, especially among consumers in the age group of 18-45. Many of these consumers have shifted to different types of gifts such as mobiles and luxury holidays. With some efforts, they could be brought back to buying diamond jewellery, he added.
The campaign was meant to create awareness about the significance and value of diamond, which has not grown as much as gold, Mehta said. Incidentally, Gareth Penny, managing director of De Beers, had recognised luxury holidays as a major competitor of diamond jewellery.
All India Gems & Jewellery Trade Federation, another trade body, is also planning a separate promotional effort during the pre-Diwali season (September-October) in cities except metros.
