The Hindu Business Line : De Beers arm plans Rs 10-cr ad spend on new campaign

Diamond Trading Company (DTC) of the De Beers Group has projected a growth of over 20 per cent this year in the Indian market from the current base of Rs 7,800-8,000 crore.

DTC is in the process of kicking off a major campaign called `Gift a Diamond', which will see a marketing-cum-ad spend of about Rs 10 crore and feature a collection ranging from Rs 2,000 to Rs 40 lakh, thereby covering all segments of buyers.

The DTC Managing Director in India, Ms Cherie Tandon Saldhana, said that research studies in India have pointed towards the growing gifting culture, cutting across segments.

To tap the huge potential in the market, DTC, through its partners in India, is set to launch this campaign shortly.

Speaking to newspersons after a trade meeting today, Ms Saldhana said that the Indian market has come a long way in terms of availability of diamond jewellery, both branded and unbranded, through over 3,500 outlets.

Given the economic buoyancy, there are trends to point that diamond retail is likely to witness faster growth.

Exclusive collection

DTC is set to launch in India an exclusive collection referred to as Forever Mark, wherein every piece of jewellery will have a unique number and sold in limited numbers.

Another collection would address believers in numerology, particularly in the South, which is also a high-value market.

GOLKONDA AUCTION

The Golkonda Fort, ones known to be a storehouse of rich diamonds, will again be abuzz in March 2007, when a global meet showcasing diamonds is slated to be held.

This event is expected to attract several diamond traders and innovative diamond auctions are being planned. Apart from featuring a host of other events, such as fashion shows and launch of new jewellery collections, it will serve as a platform for trader interface, Ms Saldhana said.

On the progress made by De Beers in diamond prospecting and mining in India, Ms Saldhana said that typically it takes about a decade for the entire process.

De Beers in engaged in Maharashtra, Chattisgarh, Madhya Pradesh and Andhra Pradesh, and has formed a joint venture to take this attempt forward.

More Stories on : Advertising | Gems & Jewellery

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Godrej Consumer mulls greenfield soap brands

Pulse Foods to spend Rs 20 crore in expansion

Kingston firms up marketing plans

Street vendors demand to be organised

De Beers arm plans Rs 10-cr ad spend on new campaign

Pogo kids awards to have 19 episodes

Nokia names dance winner

Star to offer comprehensive branding solutions

Landmark eyes Rs 500-cr turnover in 3 years

Barbados hopes Cricket World Cup to brimmeth over