For the Indian diamond and jewellery market, the GJEPC has conceived a campaign ‘Brand India’ in which it will invest around Rs,250 crores in promoting the Indian diamond and jewellery products in the Middle East market. After the U.S. markets faced a slowdown last year, diamond exporters required to look at fresh markets. Within this time, the Middle East market has come around to be a promising new arena for diamond and jewellery manufacturers to export their wares. %% The focus of the campaign will be to introduce the Indian forte in diamond and jewellery products to the Middle East markets. Until a few years ago, India exported around 5-7 percent of its diamonds and jewellery to the Middle East markets, but the same has increased to 15-20 percent in recent times. The campaign will be launched in the latter half of 2009 which is the diamond season in the said markets. It would include print, television advertisements. %% The Council is talking to the Indian diamond and jewellery exporters to tie-up funds for this campaign. It is also looking for support from the Commerce Ministry.