Brands
Diamond Producers equate precious moments with diamonds
MUMBAI: The Diamond Producers Association, an international alliance of the world’s leading diamond mining companies has launched their integrated marketing campaign ‘Real is rare, real is a diamond’ in India. Created & executed by BBH India, the campaign focuses on celebrating the precious moments which mark the journey of a relationship between couples.
This campaign marks the first ever category marketing initiative in the diamond industry since a decade. Through extensive research and learnings, the DPA and BBH team discovered a primary insight that couples tend to celebrate anniversaries and birthdays as milestones, when there are other, mostly unrecognised moments of bonding and intimacy that actually form the foundation of their relationship. These moments are unique and rare to each couple and therefore deserve to be recognised and celebrated. Inspired by real stories, the ‘real is rare, real is a diamond’ campaign has recreated such moments of intimacy and bonding which couples can relate to and recognise as milestones.
Diamond Producers Association CEO Jean-Marc Lieberhe says, “India is an important market in the global consumer market and presents a significant opportunity for us. We are thrilled to announce the ‘Real is Rare. Real is a Diamond’ campaign which links diamonds to the precious moments between young Indian couples. The announcement is also to work closely within the sector to revitalise category marketing, focusing on the younger generation and catering to their specific needs and aspirations”.
Diamond Producers Association India managing director Richa Singh adds, “’Real is rare, real is a diamond’ focuses on a diamond’s billion-year-old natural heritage and equates that with what is most authentic and real in our lives. The campaign expresses the real and rare moments between couples and beautifully connects it to the unique quality of diamonds”.
BBH India CEO and managing partner Subhash Kamath says, “Our mandate was to reinterpret the idea of “Real is Rare” for the Indian market, and root it in a cultural truth. We’re not trying to promote any particular brand here, but make people see diamonds in a whole new light. It’s a long term goal and we’re thrilled to be partnering the DPA on this journey”.
The ad aims to connect with the younger generation in a personal and emotionally relevant way while emphasising that diamonds are a symbolic expression of emotional commitment. It is a story that is real, that is theirs and that is rare, with the diamond being a true symbol of what the relationship is all about.
The campaign has been launched through an integrated marketing communications mix of TV, cinema, digital, PR, mobile and social media.
Brands
Home Essentials raises Rs 70 Cr in pre-series B round
360 One Asset leads funding as D2C brand scales stores and supply chain
GURGAON: Home Essentials, a fast-rising direct-to-consumer brand in India’s home and kitchen space, has secured Rs 70 crore in a pre-series B funding round led by 360 One Asset, with participation from existing backer India Quotient.
The fresh capital is set to fuel the company’s next phase of growth, with a clear focus on offline expansion, supply chain muscle, and sharper product innovation. Over the next three years, the brand plans to scale revenue to Rs 500 crore and reach five million Indian households.
Founded in 2024 by brothers Tanishq Jain and Divyam Jain in Gwalior, Home Essentials has moved swiftly from small-town start-up to national contender. Built on a simple but compelling idea that Indian homes deserve products that are practical, pleasing to the eye, and fairly priced, the company has carved out a niche between high-end luxury labels and no-name utility goods.
From airtight storage solutions to ergonomic loose furniture, its design-first approach has struck a chord with a young, aspirational consumer base. In under two years, the brand has served more than a million customers while maintaining strong unit economics and a clear path to profitability.
Offline retail now forms a key part of the growth blueprint. The company plans to operate 20 stores across India by the end of the year, strengthening its omnichannel presence and bringing its tactile, experiential format to both Tier 1 and Tier 2 cities.
360 One Asset senior fund manager Sumit Jain said, the brand is reshaping a highly fragmented category with products that combine aesthetics and function. He noted that the founders have demonstrated disciplined execution and capital efficiency while building a business that resonates with modern Indian households.
India Quotient partner Madhukar Sinha, added that the firm backed Home Essentials early after identifying a clear gap in the market for thoughtfully designed yet affordable home utilities. He said the new funding would help the company expand its catalogue and broaden its national reach.
For Home Essentials co-founder and CEO Tanishq Jain, the mission is straightforward but ambitious. He said the company aims to become the go-to destination for well-designed home and kitchen essentials, with experiential stores reinforcing what began as a strong online play.
Co-founder and chief marketing officer Divyam Jain, emphasised that winning in India’s D2C space requires more than sharp branding. A deep understanding of consumer aspiration, tight supply chain control, and operational efficiency are just as vital, he said, describing 360 ONE Asset and India Quotient as partners in building a high-performance organisation.
In a category long defined by cluttered shelves and uneven quality, Home Essentials is betting that good design, fair pricing, and disciplined execution can turn everyday living into a more polished affair.
