Chennai, Nov 18 (UNI) The Diamond Producers Association (DPA)

today launched its Indian operations to strengthen the diamond

sector, promoted the integrity and reputation of diamonds and

to ensure sustainability of the diamond industry.

The DPA was an alliance of seven of the largest diamond

mining companies in the world, which together represent over

75 per cent of the world’s diamond production.

Its members--ALROSA, De Beers, Dominion Diamond, Gem

Diamonds, Lucara Diamond, Petra Diamonds and Rio Tinto--were

the leading miners globally.

India, which accounts for a mere seven per cent of the global

diamond consumption, provides a huge growth opportunity in the

global consumer matrix, a DPA release here said.

DPA was working closely with the Gem Jewellery Export Promotion

Council (GJEPC) to build trade relationships, best practices and

a strong consumer connect through various market development

initiatives.

'The first of such is the launch of the India diamond marketing

campaign under the global umbrella “Real is Rare, Real is a Diamond”,

which is promoting a new message about diamonds.

DPA CEO Jean-Marc Lieberherr said “India is the natural home of

diamonds. It is where they were first found and where they are being

cut and polished.'

It was only natural that the DPA should focus its efforts on working

with the local trade to realise the potential of India as a diamond market”.

DPA India Managing Director Richa Singh said the core objective

would be to strengthen DPA’s engagement with industry, non-industry

organisations and create a strong connect with consumers to build

the diamond category.

UNI GV CS 1805