Rough diamond production of De Beers will recover to 80 per cent of what it has been producing during the pre-recessionary peak levels. The company also has spent Rs 150 crore on the kimberlite exploration activities in India.

De Beers had cut its rough diamond output by 50 per cent when the world, especially the largest consumer US, went into recession. By the end of 2010, the company recorded a production of 35 million carats of diamonds, which is 40 per cent of the world production.

"In the first half of 2011, the production was stagnant, but in the second half we look forward to five per cent increase in production which will take us to 80 per cent of our peak level production,” Stephen Lussier, CEO of Forevermark, the retail brand of De Beers told Financial Chronicle.

"Production is expected to begin at our third mine at Gahcho Kue in Canada this year. The feasibility studies are completed and we are awaiting environment clearance for mining,” he said.

De Beers also is searching for diamond deposits in India, Angola and some parts of Botswana. In India, the explorations are happening in Madhya Pradesh and Andhra Pradesh. “We have been looking at discovering a viable kimberlite pipe in India. Till date we have spent over Rs 150 crore on exploration activities in India,” he said.

The $6 billion company is also getting aggressive with its Forevermark brand of diamonds in India. “We have a focus on Indian and Chinese markets as both together account to 20 per cent of the world diamond demand. In India we will be partnering with 34 retailers in six cities by the end of this year. Forevermark brand should value over $300 million by the end of this year,” said Sachin Jain, head, retail, Forevermark.