The Gems and Jewellery Export Promotion Council (GJEPC), the apex trade body promoting diamond jewellery in the country, is launching its first-ever brand called “Anant” across 12 cities on Wednesday.
The trade body has roped in 27 manufacturers and 200 retail outlets for advertising and promoting the brand, featuring actor Sonam Kapoor, at an invesment of Rs 15 crore. GJEPC Chairman Vasant Mehta said the main aim of the brand was to enhance diamond sales in the domestic market rather than depend on exports.