The Gem & Jewellery Export Promotion Council (GJEPC) has unveiled a 12-month long campaign at the India International Jewellery Show (IIJS 2018). According to IDEX Online, the campaign aims to highlight “the contribution that the gem and jewelry industry makes to India’s economy”. Its central message is that the industry is “A Valuable Asset to India”.
According to GJEPC Vice Chairman, Colin Shah, the Indian “public at large is not aware of the contribution that the industry makes to nation building”. Therefore, the campaign seeks to portray five different aspects of the industry’s contribution: “The industry’s pre-eminent position in the global industry; its contribution to the nation’s GDP; the massive number of employment opportunities it creates; the measures implemented for enhancing worker welfare, and the positive impact this indirectly has on the quality of life for their families as well”.
Shah added that the gem and jewelry industry employs five million workers and contributes 7% to India’s GDP. The campaign will run for the next 12 month “mainly in print and through digital media”.