Andhra Pradesh - Hyderabad   

Cashing in on gifting trait

Special Correspondent

HYDERABAD: Diamond Trading Corporation, formerly De Beers will launch a mega campaign -Gift a diamond- from September this year.

Gift a diamond, a multimedia campaign to create gifting desire and programme identity across different customer segments is being floated with an objective to tap the gifting opportunity. DTC has devised the programme with emphasis on "husband-wife" and "parent-daughter" segment and plans to spend Rs.10 crores on the campaign featuring posters, kiosks and danglers as well as special signature tune with diamond packaging.

DTC India managing director Cherie Tandon Saldanha told reporters on Wednesday that the company planned to tap the emerging market for diamonds in the country that was witnessing a mushrooming retail trade in this particular sector. Diamonds constituted 12 per cent (Rs. 8,000 crores) of the total jewellery market of Rs. 68,000 crores and it was registering 20 per cent growth every year.

Growing southern market

The South, particularly Hyderabad was witnessing a major growth in excess of 30 per cent year on year and the trend was set to continue for the years to come. Keeping this in view, DTC would also launch "forever mark", a global event for specific brands of the company, at Golconda Fort in Hyderabad around March next year. The two-day event would feature celebrities from across the globe as well as a sizeable number of site-holders from the country.

Ms Saldanha said DTC had entered into a tie-up with the Central Government for diamond prospecting in Andhra Pradesh, Chattisgarh, Orissa and Madhya Pradesh. Geological exploration work was already in progress in some of the sites, but it would take few more years to ascertain the extent of availability of precious stone mines.

Printer friendly page  
Send this article to Friends by E-Mail

Stories in this Section

`Severe drought' in 7 districts
The enigma that was Mir Osman Ali Khan
MCH `seizes' building in Dilsukhnagar
Meters to keep tab on water supply
Cantonment polls: ward five set for high-profile battle
US unions oppose OMCAP truckers' recruitment
Ex-servicemen's woes will be brought to Centre's notice: Thakur
Supreme Court order favours APTransco
Cashing in on gifting trait
Mega pharmaceutical conference on the anvil
City girl wins Nokia contest
Congress takes a dig at TDP's `panchsheel'
Two teenaged labourers drowned
Two Gorkhas held on charge of breaking into shops
Youngster held on theft charge
Heavy rain lashes State
`Congress fails to keep its word'
US-based Lanco merges with Indian counterpart
Sale of pulses at rythu bazaars
Ex gratia sought for chikungunya deaths
Agriculture aid package likely for State
Charity musical programme in aid of streetchildren
MCH on high alert following heavy rain
Poll Commissioner in city on two-day visit
Special drive to recover electricity arrears
"No injuries on custodial death victim's body"
Panel to fix tariff for NCE units
Special trains for Brahmotsavam
ACB searches engineer's residence
Central Sales Tax reduced
Three-day jewellery expo
RBI lifts curbs on two DCCBs
Power shutdown in parts of city
Chilkur panel to meet devotees today
Property worth 60 lakhs destroyed in fire
Woman killed in wall collapse
Around the City
In Hyderabad Today

Copyright © 2006, The Hindu. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu