Chamak defines the fifth ‘C’ of natural diamonds

Moving beyond the traditional 4Cs, Indriya, by Aditya Birla Group, is introducing the sparkle factor in modern diamond shopping. India’s overall jewellery market is currently valued at about ₹8,00,000 crore. While the larger market remains predominantly dominated by gold, the domestic natural diamond segment accounts for less than 10 per cent of the current market. However, fuelled by rapidly changing consumer tastes and a growing desire for self-expression, the natural diamond sector is poised for expansion, expected to double in size and reach $20 billion.

Instead of buying it solely as an investment, people are picking up pieces that they love and are increasingly turning to natural diamonds combined with gold to add diversity to their collection. While the diamond industry has traditionally graded quality based on the four Cs—Carat, Colour, Clarity and Cut—Indian shoppers instinctively look for one more parameter to bring this self-expression to life. This fifth C is chamak, or the diamond’s shine.

Indriya, the new fine jewellery brand from Aditya Birla Group, is deliberately moving the conversation away from certificates and shifting the focus to what a customer actually experiences when admiring themselves in the mirror: the ‘Sparkle Factor’. “The four Cs” are a very technical term. At the end of the day, the beauty of the diamond lies in its sparkle, and that is what people buy diamonds for,” said Sandeep Kohli, CEO, Indriya Jewellery.