Tanishq, a jewellery retailer under the Tata Group, announced plans to introduce De Beers machines in its stores. This initiative aims to allow customers to verify diamond quality. Ajoy Chawla, CEO of Titan Company’s Jewellery Division, mentioned that these machines would function like a diamond clinic or lab. The rollout will occur in phases to ensure effective implementation.

Chawla explained that the equipment includes the SynthDetect XL Plus and DiamondProof devices. The SynthDetect XL Plus can test both mounted jewellery and loose stones for synthetic diamonds. Meanwhile, DiamondProof is designed to educate consumers and boost confidence in diamond verification at retail counters. The primary aim is to enhance consumer trust and expand the diamond market.

Diamond Market Growth

Currently, gold enjoys full market penetration, while diamond-studded jewellery only reaches about 8-10%. Chawla emphasised their goal is to increase consumer confidence through awareness and education. “Our only one single objective is to give confidence to the customer,” he stated. By doing so, Tanishq hopes to offer consumers more choices in their purchases.

De Beers India Managing Director Amit Pratihari shared insights on the diamond jewellery market’s potential growth. He estimated the market value at approximately USD 8.5 billion, with expectations to reach USD 20-22 billion within 7-8 years. Pratihari noted that organised retailers like Tanishq could drive this growth momentum further.

Most Indian and Asian customers view precious jewellery as a long-term investment. This perception supports the anticipated market expansion. The introduction of De Beers machines at Tanishq stores aligns with this trend by providing assurance about diamond authenticity and quality.

The initiative reflects a strategic move by Tanishq to strengthen its position in the jewellery market. By offering advanced verification tools, they aim to meet evolving consumer demands for transparency and trust in their purchases. This approach could significantly influence the future of diamond retailing in India.

The collaboration between Tanishq and De Beers represents a step towards modernising the jewellery buying experience. As consumers become more informed, such innovations are likely to play a crucial role in shaping purchasing decisions. The focus remains on building consumer confidence and expanding market reach effectively.