Great Indian Wedding inspires Rio Tinto's new diamond marketing initiative

The initiative, officially titled “Nazraana”, which takes its reference from the royal gift giving rituals of past eras, was launched to more than 80 retailers gathered in Goa to view the new product range and place orders for the forthcoming wedding
: IJ News Service
20 April 2011 11:05 AM
Reference: 2141

Leading mining group, Rio Tinto’s diamond business launched its flagship Indian diamond initiative aimed at developing a new category of diamond jewellery purchasing in the all important Indian wedding market.

According to Jean-Marc Lieberherr, General Manager for the sales and marketing for all diamonds from Rio Tinto's mines, “We are very confident in the growth prospects for diamond jewellery consumption in India and the fashion jewellery accessory that is the cornerstone of the Nazraana initiative is well placed to appeal to a new generation of diamond jewellery purchasers”.

Whilst elaborate diamond jewellery has been the mainstay of the traditional set piece worn by the Indian bride, the Nazraana initiative focuses on more modest diamond jewellery as gifts to family and friends at the many celebrations around the wedding occasion.

As Vikram Merchant, Manager of Rio Tinto Diamonds Mumbai office explained, “The Nazraana products are beautiful, timeless and affordable. Our market research indicated a strong appetite for this product and we have been delighted with the results from the first round of product placement.”

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