The Gem & Jewellery Export Promotion Council in collaboration with Taj Enterprise, Tokyo unveiled ‘Romance of India’ – a joint effort to strengthen trade relations between the two countries, however the underlying motive is also to establish India as a brand name in the Japanese markets.%%In 2007, the 50th year of Indo- Japanese friendship, Government of India along with Federation of Indian Chamber of Commerce & Industry (FICCI), Indian Council for Cultural Relations (ICCR) and several other trade organizations will be undertaking various activities to promote Indian brands and merchandise in Japan. ‘Romance of India’ is an endeavor to imply this effort in the Gems and Jewellery Sector.%% Under the project, Taj Enterprise, in association with Tokyo Kiho, one of the largest jewellery distributors in Japan, shall be showcasing Indian Jewellery for select companies at approximately 50 event based sales & promotions exhibitions in Japan. Moreover, the products of the participating Indian Companies shall get exposure to more than 300 retailers and 50,000 consumers in Japan.%% The trade between India and Japan has seen an upward trend throughout; therefore,‘Romance of India’ will further fortify the bilateral trade. The Gem & Jewellery Exports to Japan have increased from US$ 384.48 mn in 2002-03 to US$ 488.04 mn in 2005-06. Cut & polished Diamonds is major contributor to this growth. To achieve the above stated goals, the Council will undertake extensive Promotional efforts to promote Indian Gem & Jewellery Industry in Japan which include organization of special events like Cultural shows and Fashion Shows in Japan.