Diamond Trading Co (DTC), the global sales and marketing arm of De Beers , has lined up a complete range of marketing programmes, which would involve theme-based packaging of its products, to enhance its market share in India under its flagship brands, Nakshatra and Arisia.

These programmes are intended to enhance the emotional value, desirability and integrity of diamonds.

First in the line is its Gifting Programme, which is intended to satisfy the need of relationship enrichment.

"There will be a broader range of diamond jewellery under this programme, with also a broader price range. It will be a generic branded concept. This will be launched next months," Ms Varda Shine, Managing Director of DTC, said.

The next programme will be the Forevermark and the diamonds under this programme would have a laser-engraved special number on the table of the diamond. "The number will be unique to the diamond and the consumer will be assured of its authenticity. "This will be launched in January," she said.

Taken from Business Line

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