The first thing Sanghavi Exports and Gitanjali Gems did after buying Sangini from Diamond Trading Co, was to try and cut out a formula to add sparkle to the brand’s tepid sales.


Finally, Bollywood star couple Kajol and Ajay Devgan will be coming to its rescue. But this is not the first time that diamonds are trying to ride piggyback on Bollywood glamour. The romance started in 2000 when DTC rolled out Nakshatra with Aishwarya Rai.


Since then, superstars including Amitabh Bachchan (Solitaire), Sushmita Sen (Kiah), Kajol (Asmi), Mallika Sherawat (Orra), Karishma Kapoor (Eros) have endorsed diamond brands.


The three-four major players are pumping about Rs 150-200 crore in brand promotion for the Rs 800 crore branded diamond jewellery market. So why does a product that anyone would kill to lay their hands on need to borrow glitter?


“Celebrities have aspirational value and higher recall among consumers,”says Mehul Choksi of Gitanjali Gems. He feels glamour has boosted his brands, which are growing at 80-100% annually.


Adds Sanjay Kothari, former chairman of the Gems and Jewellery Export Promotion Council, “Bollywood stars have become fashion icons for the masses. Ten years ago who knew diamond jewellery brands?”


Prasad Kapre business DTCs director says: “Diamond jewellery received a major boost after 2000 when Aishwarya endorsed Nakshatra, clocking 20% growth per annum to rise from Rs 4,000 crore to Rs 7,800 crore in 2005.”





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