Calcutta Sparkles As Diamond Sales Soar

Diamond sales in Calcutta showed the highest rise of all India’s cities last year with a 31 percent jump.

That compares with rises of 28 percent in Chennai, 21 percent in Delhi and 18 percent in Mumbai.

Industry-watchers attribute Calcutta’s strong growth to a more aggressive approach adopted by the city’s jewelry retailers with promotions and other marketing techniques paying off handsomely.

Calcutta accounts for 13 percent of India’s branded jewelry market which has increased by 50 percent in the past three years and by 24 percent last year alone.

The Indian jewelry market has taken off due to strong branding strategies by the Nakshatra, Asmi and Asiria firms.

Nakshatra has targeted wealthy urban females, while Asmi concentrates on daytime jewelry that can be worn with both modern and traditional dress and Asiria produces one-carat plus solitaires.