De Beers Group has introduced the ‘Heera Hai Aapke Liye’ program at IIJS Bharat Signature, as part of its strategy to expand access to natural diamonds through the organised retail trade in India.

The initiative is designed to support retailers with entry-level natural diamond jewellery concepts and structured marketing, training and merchandising tools under the Indian Natural Diamond Retailer Alliance (INDRA) platform.

The launch was marked by the presence of actress Sonakshi Sinha along with Shweta Harit, Global Senior Vice President of De Beers Group and CEO of Forevermark, who outlined the objectives of the program for the domestic trade.

Explaining the intent, Shweta Harit said, “De Beers Group has a rich legacy of creating iconic ritual campaigns that have shaped how the world perceives diamonds. With ‘Heera Hai Aapke Liye,’ program we are evolving that narrative for the Indian market to another level. We are not just selling jewellery, we are making natural diamonds more accessible and desirable in India. Our goal is to empower retailers through INDRA (Indian Natural Diamond Retailer Alliance) and to ensure that every ‘First Diamond’ journey is as credible as it is beautiful.”

Kirit Bhansali of Gem & Jewellery Export Promotion Council (GJEPC) said, “IIJS has always been a powerful platform for shaping the future of India’s gem and jewellery industry, and the launch of ‘Heera Hai Aapke Liye’ at IIJS Signature reinforces that role. GJEPC is proud to partner with De Beers Group on the INDRA (Indian Natural Diamond Retailer Alliance) project, which is a critical step towards strengthening domestic demand for natural diamonds. By empowering retailers, enhancing consumer confidence, and expanding access across metros and Tier 2 markets, this initiative aligns perfectly with our vision to grow the natural diamond category sustainably within India.”

In its first phase, the program will target 500 retailers across 15–20 cities by working with gold wholesalers and distributors. It includes a standardised entry-level product kit, visual merchandising support, a buy-back policy, and structured training and marketing assistance via INDRA.

The initiative aims to expand natural diamond penetration across metros and Tier 2 markets.