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Rio Tinto to sponsor Indian diamond jewelry campaign

September 30, 2009

Mumbai, India--Rio Tinto has announced its support as lead sponsor of the new India Diamond Jewelry Promotion (IDJP) campaign, a program aimed at driving Indian demand for diamonds and strengthening India's share in the international market for diamonds and diamond jewelry.

Referred to as "Anant," meaning "eternal," the campaign was launched in Mumbai on Sept. 16 and will be implemented until February of 2010.

Bollywood star Sonam Kapoor has been signed up as the face of the campaign, which will cover 15 major Indian cities targeting 1.5 million affluent consumers.

"India is very well placed to reap the rewards of this program given its historical diamond jewelry manufacturing capability and the driving role of the Gem and Jewellery Export Promotion Council (GJEPC), the apex body of India's gem and jewelry industry," Jean-Marc Lieberherr, general manager at Rio Tinto Diamonds, said in a media release.

Rio Tinto recently celebrated 20 years in India, and the company says it is well placed to play a lead role in the IDJP campaign given that it has a strong track record of partnerships with the Indian diamond industry, including: creating awareness and acceptance of Indian-made diamond jewelry in the United States; paving the way for direct sales to U.S. retailers; and accomplishing groundbreaking work in India to drive safety, product assurance and quality-control across the value chain.

"The world is looking to India as a driver of future growth in the diamond industry, be that through their highly innovative and flexible manufacturing sector, or as an end consumer of diamonds," Vikram Merchant, manager of Rio Tinto Diamonds' India represenative office in Mumbai, said in the release. "The IDJP is an ideal platform for Rio Tinto to work collaboratively with our partners and the industry, including the GJEPC, to create demand for diamonds throughout the distribution pipeline."
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Rio Tinto to sponsor Indian diamond jewelry campaign

Mumbai, India--Rio Tinto has announced its support as lead sponsor of the new India Diamond Jewelry Promotion (IDJP) campaign, a program aimed at driving Indian demand for diamonds and strengthening India's share in the international market for diamonds and diamond jewelry. Read More

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