Nazraana

A key element of Rio Tinto Diamonds' marketing focus in India is to support the growth in domestic diamond jewellery sales. Double digit growth in Indian diamond jewellery consumption is forecast between now and 2020, taking into account factors such as India's long tradition of gold consumption, a strong gem/diamond culture, a solid luxury tradition and a fast emerging middle class (some 586 million people by 2025).

As a result, Rio Tinto Diamonds' strategy is to work closely with its Select Diamantaires and Indian diamond jewellery retailers to develop targeted programmes aimed at promoting domestic diamond consumption in India.

Market research indicates the Indian bridal market is huge and offers an ideal opportunity to provide fashion jewellery as gifts, beyond the traditional set pieces worn by the Indian bride. The Nazraana initiative is the vehicle for Rio Tinto Diamonds to support its customers to develop affordable diamond jewellery gifts and to develop a retailer network across India to promote and market the Nazraana products.

There is also a dedicated web site at www.nazraanajewellery.com.