Commodity Online reports Diamond giant Rio Tinto will sponsor Anant, an innovative diamond jewelry promotion campaign, which was launched in Mumbai on September 16. The program's goal is improve India's position in the international diamond and diamond jewelry market.

Rio Tinto Diamond Sales and Marketing Manager Jean-Marc Lieberherr stated that India is in a good position to benefit from this program, thanks to its historical diamond jewelry manufacturing capabilities and the leading role of the Gem & Jewelry Export Promotion Council (GJEPC), India’s most prominent diamond and jewelry body.

Rio Tinto Diamonds’ Indian Representative Office in Mumbai Manager Vikram Merchant: “The world is looking to India as a driver of future growth in the diamond industry, be that through their highly innovative and flexible manufacturing sector, or as an end consumer of diamonds. The IDJP is an ideal platform for Rio Tinto to work collaboratively with our partners and the industry, including the GJEPC, to create demand for diamonds throughout the distribution pipeline.”

The Anant diamond jewelry promotion campaign will be held from September 2009 to February 2010, and will cover 15 major Indian cities and target 1.5 million affluent consumers.