Kalamandir Jewellers has come under scrutiny for their recent advertisement, which falsely depicted natural diamond mining as an environmentally destructive and life-endangering activity while positioning lab-grown diamonds as an unequivocally superior, eco-friendly alternative. The advertisement, which lacked credible evidence to back its claims, prompted the Natural Diamond Council (NDC) to seek intervention from the Advertising Standards Council of India (ASCI). This incident underscores the critical need for stakeholders in the jewellery industry to prioritize truth and integrity in advertising, ensuring consumers receive accurate and substantiated information about diamonds.
The Consumer Complaints Council (CCC), a regulatory body under ASCI, thoroughly investigated the claims made in Kalamandir’s advertisement. The CCC found several baseless and exaggerated assertions regarding the environmental impact of natural diamond mining and the supposed eco-friendliness of all lab-grown diamonds. These unproven statements not only misled consumers but also perpetuated a damaging and false narrative about natural diamonds. In response, ASCI has directed Kalamandir Jewellers to either modify or withdraw the advertisement by August 29, 2024.
In recent years, there has been a growing trend among lab-grown diamond brands to spread bias and misinformation, often touting the unconfirmed environmental and ethical superiority of lab-grown diamonds over natural ones. These misleading narratives have attempted to undermine the natural diamond industry, causing confusion among consumers. A similar situation occurred in 2023 when the UK's Advertising Standards Authority (ASA) took action against lab-grown diamond brands for making misleading environmental claims.
Richa Singh, Managing Director of India and the Middle East for the Natural Diamond Council, commented on the ruling: “Honesty and transparency in advertising are crucial for promoting fair competition and ensuring that consumers are not misled. ASCI's decision is a significant step towards maintaining these values within the diamond industry and preserving the integrity of all its players.”
The NDC hopes that this ruling will serve as a strong deterrent to other brands considering the use of false claims to defame natural diamonds as a marketing strategy. It is vital for all industry participants to engage in honest and fair advertising practices to foster a truthful marketplace and enhance consumer confidence in the diamond sector.
As of this date, Kalamandir Jewellers has yet to comply with ASCI's directives, with the misleading advertisement still in circulation. Their continued defiance of advertising standards highlights a concerning disregard for the established guidelines, raising further questions about the ethical practices of the lab-grown diamond brand.