Key Highlights
- Forevermark accelerates growth ahead of Akshaya Tritiya
- India emerges as second-largest diamond jewellery market globally
- Backed by De Beers Group
- Expansion driven by retail growth and omni-channel strategy
- Focus on natural diamonds, transparency, and consumer trust
- Exclusive gold diamond coin offering for festive purchases
As India’s diamond jewellery market continues to expand, Forevermark is stepping up its growth strategy ahead of the upcoming Akshaya Tritiya season—one of the most significant buying periods for the industry.
India has now emerged as the world’s second-largest diamond jewellery market, accounting for nearly 12% of global demand. Against this backdrop, Forevermark is positioning itself to tap into rising consumer interest, particularly among younger, design-conscious buyers who are increasingly gravitating towards natural diamonds.
The brand, part of the De Beers Group, has been accelerating its retail expansion and strengthening its presence across key markets in India. Earlier this year, it launched De Beers’ largest global flagship store in Mumbai, reinforcing its growing footprint in the country’s luxury jewellery segment.
Under the leadership of Mallikarjuna Reddy Yarabolu, the company has been focusing on building a more consumer-centric and scalable retail model. This includes the rollout of new store formats, a structured pricing architecture, and enhanced omni-channel experiences aimed at improving both reach and consistency.
Speaking on the evolving consumer landscape, Reddy highlighted that diamond purchases today are increasingly driven by intent, emotional value, and a preference for authenticity. The shift towards natural diamonds, he noted, aligns closely with Forevermark’s emphasis on transparency, integrity, and responsible sourcing.
In parallel, the brand has undertaken a merchandising reset to improve product availability and align offerings across its retail network. Its expanding presence now includes multiple stores supported by a wider network of formats designed to cater to both premium and value-seeking consumers.
On the marketing front, Forevermark is deepening engagement through experience-led retail and storytelling, supported by digital initiatives that are contributing to stronger consumer interaction and conversion.
For the upcoming Akshaya Tritiya season, the brand is also introducing a distinctive proposition—offering an exclusive gold diamond coin on purchases above ₹3 lakh, aimed at marking significant buying moments for consumers.
At a broader level, the developments reflect a category that is evolving rapidly. With rising incomes, increasing adoption among Gen Z and millennials, and a growing preference for natural diamonds, India’s diamond jewellery market is entering a new phase of growth—one that brands like Forevermark are actively positioning to capture.
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