The technology comprises the SynthDetect XL Plus, which detects synthetic diamonds in both mounted jewelry and loose stones, as well as DiamondProof, a user-friendly tool that educates customers about diamond verification methods at the retail counter.
“This initiative will function like a diamond clinic or lab, allowing customers to validate their diamonds’ authenticity and quality,” said Ajoy Chawla, Titan’s CEO of the Jewellery Division. The implementation will be done in stages, he said.
Chawla stressed the overarching goal of instilling confidence in diamond purchasers and boosting the diamond jewellery sector. “Gold has 100 percent penetration, whereas diamond-studded jewelry has only 8-10 percent. We hope to increase diamond adoption and enable clients to make informed decisions by improving consumer awareness and providing verification tools,” he said.
Amit Pratihari, Managing Director of De Beers India, emphasized the sector’s growth potential. “The diamond jewellery market in India is currently valued at $8.5 billion and is expected to grow to $20-22 billion over the next seven to eight years. “Organised retailers like Tanishq are expected to drive this momentum,” he stated.
Pratihari emphasized the cultural significance of jewellery in India and throughout Asia, where it is frequently regarded as a long-term investment. The implementation of De Beers technology at Tanishq is expected to increase transparency, assuring diamonds’ attractiveness as both an investment and a luxury.