De Beers Group and the Gem & Jewellery Export Promotion Council (GJEPC), India’s leading jewellery trade body, have launched a strategic collaboration named INDRA – Indian Natural Diamond Retailer Alliance. The initiative aims to support independent retailers in India by offering advanced tools and resources including incorporating technologies such as Artificial Intelligence to help create customised retailer campaigns. It also offers retailers multi-lingual marketing materials and training resources, including detailed information on natural diamonds in local languages, to better equip them to engage with consumers.Interactive roadshows introducing the INDRA programme are set to begin in January 2025, allowing GJEPC members to enrol…

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