About the Program

Indian Natural Diamond Retailers Alliance (INDRA) is an exclusive initiative by De Beers Group and GJEPC. It is designed to make it simple to source, market, and sell natural diamond jewellery in India.

Purpose of the Program

This program aims to empower jewellery retailers by providing the tools, training, and resources to understand, sell, and market natural diamond jewellery effectively. This program will help you unlock the true potential of these timeless treasures. It will help you grow and elevate your business.

Program Benefits

Why join INDRA?

Higher Profits

Natural diamond jewellery offers better margins, providing a fantastic opportunity to boost your profitability and grow your business.

Broader Customer Base

Expand your reach by attracting both loyal customers and affluent buyers who value the rarity and timeless beauty of natural diamonds. 

Brand Prestige

Elevate your business by aligning it with the prestige and aspiration associated with natural diamonds. Position your store as a destination for luxury and timeless elegance. 


What do you gain?

Interactive Knowledge Base

  1. Our platform has gamified learning modules that simplify the 4Cs (Cut, Clarity, Colour, and Carat) and diamond valuation techniques.
  2. The platform is AI-powered and is available in different languages. The learning is engaging and tailored to your needs.
  3. Access videos and tutorials about sales training and visual merchandising.

Marketing Powerhouse

  1. Gain access to professional marketing tools that include customisable templates for catalogues, social media posts, and in-store branding materials.
  2. Easily create promotional content tailored to your business, helping you connect with customers both online and offline.
  3. Library of creative templates with images and videos that you can use for in-store displays and social media promotion.

Networking Opportunities

  1. Get access to a network of diamond wholesalers and retailers.
  2. Stay updated with industry knowledge and latest trends.
  3. Strengthen trade collaborations and boost profits.

Why Natural Diamond Jewellery?

Natural diamonds are rare, one-of-a-kind treasures formed over billions of years. They are brilliant, timeless beauties with a rich legacy. They are the ultimate symbols of love, success, and aspiration—a true gift from nature.

Join the Natural Diamond Dream

Natural diamonds are more than a product—they’re a legacy. Build yours today and be part of the movement.