De Beers Group has announced the expansion of its ‘Love, From Dad’ campaign throughout April 2026, supported by the scaling of the Indian Natural Diamond Retailer Alliance (INDRA).
The initiative, developed in collaboration with the Gem & Jewellery Export Promotion Council (GJEPC), aims to stimulate demand for natural diamonds by providing retailers with advanced marketing infrastructure and localised digital tools. This expansion comes as the industry seeks to differentiate natural stones in a market environment increasingly influenced by synthetic alternatives.
According to the Diamond World News Service, the campaign focuses on a specific jewellery category: natural-diamond designs for second-ear piercings. By positioning this as a significant milestone for younger consumers, De Beers aims to create incremental purchase occasions.
The INDRA platform allows participating jewellers to access customisable marketing assets and WhatsApp-based engagement tools, enabling stores to execute hyperlocal campaigns that resonate with their specific customer base.
Shweta Harit of De Beers Group stated that the momentum of Project INDRA reflects a growing confidence among Indian retailers regarding the natural diamond category. She noted that the updated tools allow partners to convert cultural insights into business opportunities.
The campaign is currently being deployed across multiple media channels, including television, print, and out-of-home advertising, to ensure broad visibility as the 2026 fiscal year begins.
The Strategic Role of Project INDRA
Project INDRA was initially conceptualised to address volatility in the natural diamond market and to provide a unified voice for the sector. According to reports from the GJEPC, the alliance aims to reach thousands of retailers across Tier 1 and Tier 2 cities, providing them with verified storytelling assets that highlight the rarity and enduring value of natural stones.
This collaborative effort is part of a larger roadmap to position India as a global diamond hub, focusing on both manufacturing and high-value domestic consumption.
The use of a dedicated digital portal within INDRA ensures that even smaller independent retailers can maintain a sophisticated digital presence. This is particularly relevant as the Indian jewellery market transitions to organised retail formats.
Research by CRISIL suggests that organised retail in the jewellery sector is expected to grow significantly, driven by consumer trust in certified natural diamonds and the expansion of branded networks into regional markets.
Focus on Natural Diamond Demand and Consumer Trends
The ‘Love, From Dad’ campaign represents De Beers’ broader strategic pivot back to its core natural diamond business. In early 2026, the company reaffirmed its commitment to marketing ethically sourced natural diamonds over other segments. This follows a period of market re-calibration where global natural diamond prices faced pressure due to inventory surpluses and macroeconomic shifts in major markets.
The focus on the relationship between fathers and daughters and the concept of “self-purchase” for second piercings is a deliberate attempt to diversify purchase drivers.
By linking these personal moments to natural diamonds, the group intends to stabilise demand throughout the year rather than relying solely on the traditional wedding and festival seasons. The success of the INDRA network is seen as a vital test for collective industry action in an era where category-wide promotion efforts, managed by institutional bodies like the Natural Diamond Council, are essential for maintaining market share.
