In the Hindi blockbuster Dil ka Rishta, the doe-eyed Aishwarya Rai dances to “Daiya Daiya Daiya Rey” through hot, wet and cool rapid-changing climactic scenes.
Around her neck, is a De Beers International Award winner — a 130-carat stone diamond garland costing a whopping Rs 1 crore and weighing 600 gm. In reel life, it is a gift from the lady’s love, Arjun Rampal, who declares that InterGold is one of his companies. In reality, hard labour produced the InterGold winner.
Like Coke, Hero Honda and Tata Safari, the carat merchant is using the celluloid. As part of its expansion plan, InterGold has employed a clever marketing strategy to promote its brand through the highest spectator route in the Indian context — Bollywood. It is all set to promote its products through in-film advertising.
Part of the deal with the Shabbir Boxwalla and Aditya Rai-produced film is that InterGold has tied up with Coke to organise quiz contests on the film across eight cities, where winners will be given away InterGold diamond pendants. Similar promotional drives are being worked out by the jewellery exporter for Boom, to be released after March next year.
Through the retail route, it plans to open 50 exclusive “diamond destination” outlets in the next three years to capture the Rs 600- crore branded diamond jewellery market, which is about 1.5 per cent of the Rs 40,000-crore domestic jewellery market. Currently, it has 14 showrooms and franchisee outlets across nine cities.
InterGold is a subsidiary of the global consortium Rosy Blue Group, and is one of the official sightholders of De Beers. Started in 1988, the company entered into a collaboration with Germany-based Hammer & Sohne, and claims to be the largest exporter of diamond studded gold jewellery.
Since its launch in 1988, InterGold Exports has exported more than 3.2 million pieces. In 1995, InterGold entered the domestic market, setting up its first unit in Goa, one of the company’s four manufacturing facilities.
Eight months ago, the company engaged two research companies TNS MODE and PROACT to conduct qualitative researches in Delhi, Mumbai, Bangalore and Kolkata.
Along with its own personal database of 20,000 customers, the findings showed that impulse diamond purchase was small in India compared to the overall percentage of sale. Also, trust, plays an important role among the Indian consumer.
With a stock of over 15,000 designs, the company has several ranges, including the Yantra collection (Rs 5,000-Rs 20,000), Career Carat (Rs 5,000-Rs 45,000), Solitaire (Rs 40,000-Rs 2.5 lakh). It is soon to bring out the “Me” range (Rs 5,000-Rs 15,000) for both men and women.