The Hindu Business Line : Programme to polish diamond makers' skills

THE Indo-Argyle Diamond Council (IADC) has developed a number of programmes this year to provide opportunities for its members to begin business with new retailers improving member design and merchandising capabilities.

IADC, a trade body promoted by Rio Tinto Diamonds for promoting Indian diamond jewellery manufacturers to the US market, is celebrating its 10th anniversary in India on January 20.

``Besides continuing to improve US retailer awareness and acceptance of India as a competent supplier of diamond jewellery, increase market share of members with existing retailers, providing opportunities for IADC members to begin business with new retailers will be a high priority,'' said IADC sources.

This significant effort will help move the Indian diamond industry up the value chain and will make the `Made in India' mark truly recognisable in the years to come.

``One innovative programme for developing design skills amongst Indian manufactures for the international market is the `Design Innovation Programme' being launched this year. The programme involves design challenge by a US retailer. Selected designs will be showcased in a Jewellery Consumer Opinion Council (JCOC) study,'' they said.

``Workshops on merchandising support and trend analysis will be conducted by merchandising experts. 'This in-depth programme will help the designers of the Indian manufacturers understand the niche in which they have their strengths and methods to hone them. The US Designer List and Designer Fair will bring make available international designers to Indian manufacturers,'' they said.

The council has played a significant role in tapping this potential for the Indian manufacturers and changing the perception of Indian diamond manufacturers amongst the diamond jewellery retailers in the US.

In 2003, the council programme focussed on target retailer approach, with special emphasis in the areas of: introducing additional major retailers to the IADC program from the US and Canada, encourage major retailers with limited diamond businesses to expand their selection using IADC/Indian product and; conducting more merchandising review sessions with IADC member.

In the past 10 years, IADC has helped Indian manufacturers understand the needs of the US market.

As a result, since 1994, IADC member jewellery sales have grown from a few million dollars to over $100 million.

In recent times, the withdrawal of import duty on Indian diamond jewellery lead several major US retailers such as WalMart to take a close look at India.