Rio Tinto Announces Indian Bridal Campaign Initiative

Rio Tinto Diamond is launching a marketing campaign focused on the Indian bridal occasion. The campaign, titled Nazraana, will focus on the growing segment of diamond accessories for family and friends celebrating at Indian weddings.

The Nazraana initiative provides a structured training program for Indian retailers and their sales associates that will guide them in achieving incremental sales, without impacting the main bridal sale, Rio Tinto said Wednesday. The program includes selling and visual merchandising techniques and will be conducted at venues all over India.

The campaign was announced at Rio Tinto’s recent India 2010 Symposium in Goa. The symposium was an opportunity for 58 Indian diamond jewelry retailers to meet with Rio Tinto’s direct clients, known as Select Diamantaires, to discuss new avenues for the distribution of Rio Tinto diamonds in the growing domestic market.

According to Jean-Marc Lieberherr, general manager for the sales and marketing for all diamonds from Rio Tinto’s mines said, “We are very confident in the growth prospects for diamond jewelry consumption in India and the recent Symposium is just one example of how we are working to develop a strong connection with the Indian retail community and deepen our understanding of this important element of the diamond supply chain.”

Rio Tinto’s India representative office Manager Vikram Merchant, said he sees it as a great opportunity to work with Indian jewelry retailers, filling "a gap in the market for affordable diamond jewelry accessories for the bridal occasion in India."

The company did not provide any further information about the launch date for the campaign.