Anant Single Line Diamond Jewellery Unveiled

An ad from the Anant campaign

The Anant range of single line diamond jewelry designed exclusively for the Indian consumer was launched this week by the Gem & Jewellery Export Promotion Council (GJEPC). The line is part of an industry marketing initiative to boost diamond jewelry sales in India.

Anant is a joint undertaking of the GJEPC, the apex body of the Indian gem and jewelry industry, with retailers, manufacturers and miners. The Anant line will be available at over 200 retail outlets across the country.

GJEPC will promote Anant in print, electronic and outdoor media. With an estimated media spend of Rs 100-120 million ($2-$2.5 million), the campaign will run in Mumbai, Delhi & Gurgaon, Ahmedabad, Rajkot, Baroda, Jaipur, Bangalore, Chennai, Hyderabad, Kochi, Kolkatta, Kanpur, Nagpur and Akola.

“With the participation of over 26 manufacturers and hundreds of retail outlets, GJEPC will launch a nationwide campaign across various platforms to promote diamonds and diamond jewelry in India,” said GJEPC Chairman Vasant Mehta. “Manufacturers and retailers will sell single line diamond jewelry under the brand name Anant.”

Anant is part of GJEPC’s ongoing India Diamond Jewelry Promotion campaign, whose sole mission is to promote diamond jewelry trade in India.

The campaign’s brand ambassador Sonam Kapoor said, “Diamonds will always hold a special place in a woman’s heart. Today’s woman plays a daughter, a sister, a friend, a lover, a wife, a mother, a professional with ease and panache. What better way to celebrate her than with diamonds.”