Rio Tinto has launched a new marketing campaign titled Nazrana in India, to foray into the Indian diamond jewellery retail market and will concentrate on the Indian bridal jewellery segment. On wedding occasions in India, gifting of diamond accessories between families and friends is gaining importance, the company believes. %% Nazraana has a structured training programme for Indian retailers and their sales associates to know ways of achieving incremental sales through selling and visual merchandising techniques, without impacting the main bridal sale. The programme will be conducted pan India. %% The initial launch of Nazrana was held at Rio Tinto’s recent India 2010 Symposium in Goa, where 58 Indian diamond jewellery retailers interacted with the clients of Rio Tinto on ways to enhance distribution. Nazrana will focus on building stronger trade bonds with Rio Tinto and the Indian retail market, as well as make affordable diamond jewellery accessories available for marriages.