BIS Notifies New Diamond Standardisation Rules to Enhance Consumer Protection
The Bureau of Indian Standards has notified IS 19469:2025, new rules standardising diamond descriptions in India to align with global ISO 18323:2015 standards. The framework mandates that only natural diamonds can use the term 'diamond' without qualifiers, while laboratory-grown diamonds must be specifically described as 'laboratory-grown diamond' or 'laboratory-created diamond'. The rules restrict marketing terms like 'pure' or 'cultured' for lab-grown diamonds and aim to reduce misleading claims, particularly in online jewellery sales, helping consumers make informed purchasing decisions.

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The Bureau of Indian Standards (BIS) has introduced comprehensive rules to standardise diamond descriptions across India's jewellery market, addressing long-standing concerns about misleading terminology and consumer confusion. The new framework, designated as IS 19469:2025, brings Indian standards in line with the global ISO 18323:2015 standard and establishes uniform disclosure requirements for both natural and laboratory-grown diamonds.
Regulatory Framework and Industry Impact
The standardisation initiative addresses inconsistent terminology that has made it difficult for buyers to distinguish between different diamond categories at the point of purchase. Industry bodies have welcomed the move, with the Natural Diamond Council (NDC) noting that the rules introduce enforceable definitions and disclosures that strengthen consumer protection across the jewellery market.
The framework particularly targets online jewellery sales, where misleading claims have been more prevalent due to the absence of standardised disclosure requirements.
Key Changes Under New BIS Rules
The regulatory framework introduces several specific requirements for diamond terminology and marketing:
| Requirement: | Details |
|---|---|
| Natural Diamond Terms: | Only 'diamond' without qualifier, plus descriptors like natural, real, genuine, or precious |
| Lab-Grown Diamond Terms: | Must use 'laboratory-grown diamond' or 'laboratory-created diamond' only |
| Prohibited Short Forms: | LGD or lab-grown not allowed in formal product disclosures |
| Restricted Marketing Terms: | 'Pure', 'nature's', 'earth-friendly', or 'cultured' banned for lab-grown diamonds |
| Brand Name Requirements: | Must include laboratory-grown qualifier to meet disclosure norms |
Consumer Protection and Market Implications
The new framework is expected to create more uniform product descriptions across retail stores and e-commerce platforms, enabling buyers to clearly identify diamond types before making purchase decisions. Namita Kothari, Founder at Akoirah by Augmont, emphasised that the clarification supports informed consumer choice without altering the fundamental nature of laboratory-grown diamonds.
According to industry experts, clear labelling allows brands to position products based on design, craftsmanship, and use-case rather than relying on comparison-based claims that may mislead consumers.
Industry Alignment and Implementation
The BIS rules are expected to significantly influence diamond marketing and disclosure practices across the industry. Jewellers and online platforms will need to align their product descriptions and marketing materials with the updated national standard to ensure compliance.
The standardisation effort represents a broader move toward transparency in India's diamond and jewellery sector, providing consumers with the clarity needed to make informed purchasing decisions in both traditional retail and digital marketplace environments.


























