Case Overview

This case demonstrates how a global diamond company applies the principles of market development and premium demand creation in an emerging market setting. It focuses on De Beers Group and its jewellery brand Forevermark as they expand their presence in India’s evolving premium jewellery segment. Rather than presenting a managerial dilemma, the case is designed as a concept application exercise, showing how established strategy and marketing frameworks operate in a real-world context.

India has traditionally been associated with diamond cutting and polishing, but rising incomes, expanding urban middle classes, and changing consumer aspirations are transforming the country into a significant consumption market for natural diamonds. The case traces how De Beers responds to this shift by building a structured retail network, expanding beyond major metropolitan cities into Tier II locations, and positioning diamond jewellery as an expression of emotion, lifestyle, and personal milestones. These actions reflect a deliberate attempt to shape demand in a market that is still developing.

Through this example, students can see how theoretical ideas such as market development, retail format strategy, and premiumisation are put into practice. The case highlights how an existing product category can be introduced to new geographic and consumer segments through retail expansion, brand storytelling, and gradual movement of consumers up the value ladder. It serves as a practical illustration of how companies create and cultivate premium demand in emerging luxury markets.

The Case contains a 10 Multiple choice End of Case Quiz which needs to be attempted by the Learners.