The Gem & Jewellery Export Promotion Council (GJEPC), apex body of the gem & jewellery industry in India launched ‘ANANT’, a campaign to promote Single Line Diamond Jewellery & to boost diamond jewellery sales in India. Jointly undertaken by the GJEPC with Gold Souk, in association with Rio Tinto Diamonds, IGI and All India Gem & Jewellery Federation, ANANT is the first of its kind initiative by the industry, for the industry to boost and sustain growth of diamond jewellery in India. As an extension of this endeavour to bring the various retailers together, GJEPC introduced the ‘ANANT Shooting Star Contest’. Rio Tinto organized this month long contest in December 2009 across 13 regions and the winners were declared on 2nd January, 2010.  C. Krishnaih Chetty & Sons was declared the All India Winner with 16 regional winners for this contest which saw participation of 197 ANANT retail outlets across India. The Jury Panel who selected the winners comprised of Mr. Prasoon Joshi (McCann Erickson), Ms. Shimul Vyas (NID,Ahmedabad) and Ms. Soma Bhatta, Editor, Retail Jeweller.

The ANANT Shooting Star title for best in-store display was bestowed upon by none other than Bollywood star Sonam Kapoor, face of the ANANT Campaign to C. Krishnaih Chetty & Sons in Bangalore on 15th January’10. CKC outlet, launched in 1869, spreads across 14,000 sq ft and specializes in all types of diamond, platinum & gold jewellery.

Addressing the media, Mr. Sanjay Kothari, Convenor, Marketing & Promotoion, GJEPC said “With the participation of around 200 retailers, we at GJEPC were over whelmed by the support from the retailers. Council hopes that with this initiative, the diamond industry in India has benefitted and has got the momentum required to emerge out of the slow down.  ANANT now enters a very intriguing phase and this contest only helped in catapulting the involvement of retailers in this initiative. I congratulate CKC for their exemplary efforts and their belief in GJEPC’s efforts to boost the industry in India”.

Also present at the occasion, Mr. Vikram Merchant, Manager of Rio Tinto Diamonds Mumbai office, commented on the importance of the ANANT campaign in driving demand for diamond jewellery in India, “GJEPC’s ANANT diamond jewellery promotion is a truly unique initiative; which brings together participants at every level of the Gem and Jewellery supply chain.  As lead sponsor of the ANANT campaign, Rio Tinto, one of the world’s largest diamond producers, is proud to be partnering with the GJEPC in the promotion of diamond jewellery in India. "
CKC outlet, launched in 1869, spreads across 14,000 sq ft and specializes in all types of diamond, platinum & gold jewellery. The store was well illuminated with finely displayed branding and ANANT diamond jewellery

After 3 months of the promotion, photographer visited all the participating retailer outlets showcasing ANANT in-store point of sale material, the photographs were then handed over to the panel of judges who then deliberated & selected the various winners.
Apart from trophies and certificates the winner would get merchandise signed by Sonam Kapoor, the ANANT Brand Ambassador. “ANANT is a brand close to my heart as it represents me- a woman of today. Today’s woman plays a daughter, a sister, a friend, a lover, a wife, a mother, a professional with ease and panache. ANANT Single Line Diamond Jewellery drives home this message. With the shooting star contest, GJEPC ensures that this initiative drives mileage as a Single Line diamond jewellery brand that is both classy and trendy” said Sonam speaking of the contest.

This GJEPC initiative undertaken in association with Gold Souk, Rio Tinto, International Gemological Institute (IGI) and All India Gems and Jewellery Trade Foundation (GJF) which will go on till the mid of February promises to promote diamond jewellery trade in India by bringing together different retailers with their varied skill sets and expertise to promote an unanimous effort.

The following are the Winners across the country for ‘ANANT Shooting Star Contest’
National Grand Prize winner

• C krishnaiah Chetty & Sons-Bangalore

Regional Prize winner

• Mumbai-Lagu Bandhu Motiwale Jewellers

LaguBandhu Motiwale Jewellers outlet, launched in 1936, spreads across 700 sq ft and specializes in all types of diamond and pearl jewellery.

• Mumbai -Orra- The Diamond Destination, Hughes road

While Orra spans across an area of 1250 sq ft and specializes in Diamond Jewellery since 1996

• Ahemdabad -Laxmi Jewellery

Launched in 2004, Laxmi Jewellers outlet spreads across 4000 sq ft and specializes in Gold Jadau & Diamond jewellery

• Bangalore -Davanam Jewellers

Davanam Jewellers spans across an area of 10000            sq ft and specializes in combined retail of Jewellery since 2006

• Bangalore-Reliance Jewels

Launched in November 2007, Reliance Jewels specialises in gold, diamond, bridal & platinum jewellery in an approximate area of 5200 sq ft

• Baroda-C H Jewellers

The recently launched CH Jewellers outlet spreads across 40,000 sq ft and specializes in combined retail of all types of jewellery

• Hyderabad-Reliance Jewels

Launched in March 2008, this store spreads across an area of 7000sq ft and specializes in gold, diamond, platinum and bridal jewellery

• Chennai-Orra-The Diamond Destination
• Coimbatore-Kirtilal Kalidas Jewellers

Opened in 1939, this 9000 sq ft retail outlet which specializes in Diamond Jewellery

• Kolkatta-B C Sen
• Jaipur-Birdichand Ghanshyamdas Jewellers

Birdhichand Ghanshyamdas Jewellers outlet, launched in 1940, spreads across 7900 sq ft and specializes in all types of diamond and kundan jewellery

• Lucknow-Orra-The Diamond Destination
• Delhi-Tanishq, Rajouri Garden

Opened in 2000, this store specializes in 18k diamond & plain jewellery

• Chandigarh-Orra-The Diamond Destination
• Cochin-H Venkatesha Naik

Launched in April 2008, H Venkatesha Naik specializes in 22ct Gold/Diamond high quality jewellery

• Nagpur-Batukbhai & Sons

Batukbhai & Sons outlet, launched in 1998, spreads across 20,000 sq ft and specializes in all types of diamond jewellery