De Beers Expands India Operations as Natural Diamond Supply Tightens and Gen-Z Drives Demand

De Beers is significantly expanding its India operations, betting on rising domestic consumption as the global supply of natural diamonds continues to tighten and younger consumers drive market growth. CEO Al Cook outlined the company's strategic focus on India during an exclusive interaction, highlighting the country's growing importance beyond its traditional role as the world's largest diamond cutting and polishing hub.

Major Retail Expansion Plans

The world's largest diamond retailer is substantially increasing its Forevermark footprint across India, with plans for what the company describes as its largest store globally in Mumbai. This expansion represents a significant investment in the Indian market, where De Beers has opened four stores since 2025. The company is looking at substantial investments across retail and brand building as part of its long-term India strategy.

Shifting Consumer Demographics and Purchasing Patterns

India's diamond market is experiencing a fundamental shift in consumer behavior, with Gen-Z emerging as the fastest-growing buyer segment. Cook noted that diamonds are increasingly being purchased for celebrations rather than as occasional luxury items, representing a significant change in how Indian consumers view diamond jewelry. This demographic shift is driving the company's confidence in the Indian market's growth potential.

Natural Diamond Supply Constraints

The expansion comes amid structural changes in diamond supply dynamics. According to Cook, natural diamond supply has been declining since 2008 and is projected to fall further in 2026, making natural stones "rarer and rarer." This supply constraint is creating a favorable environment for established players like De Beers, as scarcity typically supports premium positioning and value retention.

Lab-Grown Diamond Competition

Despite India being the fastest-growing market for lab-grown diamonds, De Beers does not view synthetic stones as an existential threat to its business model. Cook emphasized that both lab-grown and natural diamonds will coexist in the market, serving different consumer needs with clear differentiation in value and positioning. This perspective suggests the company sees distinct market segments rather than direct substitution between the two categories.

Market Positioning Strategy

De Beers acknowledges the complex nature of India's jewelry retail landscape, where consumer trust is distributed between local generational jewellers and global brands. Cook indicated that while organized brands are gaining traction, local jewellers will continue to play a central role, particularly in gold jewelry, even as branded diamond jewelry expands its market share. This recognition shapes the company's approach to market entry and brand positioning in India.