Kalamandir Jewellers, a jeweller that sells lab-grown diamonds amongst other jewellery items, has recently come under scrutiny by the Advertising Standards Council of India (ASCI) for publishing an advertisement that contained potentially misleading information about natural diamonds.
The advertisement portrayed natural diamond mining as environmentally destructive and harmful while promoting lab-grown diamonds as a superior, eco-friendly alternative. This issue arose after the Natural Diamond Council (NDC) filed a complaint, prompting an enquiry from ASCI’s Consumer Complaints Council (CCC).
Request for more information from advertiser
The ASCI provided Kalamandir with the opportunity to provide more information to support its claims regarding the environmental and ethical implications of natural diamond mining.
Specifically, the ad suggested that all lab-grown diamonds are inherently eco-friendly and sustainable, without providing sufficient evidence to support these assertions.
In Kalamandir’s own words, when it did supply information to ASCI to support the claims in the video: “The CCC did not find the supporting documents / annexures of our advertiser response compelling.”
Kalamandir has submitted further information in support of the claims in its video.
Response from the Natural Diamond Council
Richa Singh, Managing Director of India and the Middle East at the Natural Diamond Council, emphasised the importance of integrity in advertising.
She stated, “Honesty and transparency in advertising is important because it promotes fair competition and ensures that the consumer is not waylaid or misinformed.”
Kalamandir’s position
Kalamandir has positioned this issue as:
We currently believe, this is a blatant attempt by Natural Diamond Council, a foreign company in collusion with ASCI to undermine our national interest which include efforts from the Indian Government towards promotion and enhancement of lab grown diamond sector, boosting domestic production of LGDs, development of indigenous manufacturing machinery for LGDs and strengthening trade of LGDs. New innovations in production of lab-grown diamonds accompanied with consistent rise in sale of lab-grown diamonds constitutes a major threat to natural diamond companies.
This despite the fact that the issue has been reported on by Solitaire International, a publication issued by GJEPC, the Government organisation that promotes and supports the export of Indian gems and jewellery and advocates for industry-friendly policies.
