The Gem & Jewellery Export Promotion Council (GJEPC) has hosted the Indian Pavilion at the world's most coveted watch & jewellery show BaselWorld 2011 from the 24th - 31st March, 2011. Inaugurated by Hon'ble Minister of Commerce & Industry, Mr. Anand Sharma, India, and Mr. Didier Burkhalter, Federal Councilor, Head of the Federal Department of Home Affairs, Switzerland, the show will see the world's most renowned brands display their collections exclusively. GJEPC is said to host 53 of the top Indian Gem & Jewellery traders at this global platform.

The government of India in its attempt to promote Indian culture at a global level has entrusted GJEPC to do 'India Show' at Baselworld 2011. Post inaugurating the India Palace at BaselWorld, Mr. Sharma inaugurated the India evening on Day 1. Addressing the media at the event, Mr. Anand Sharma said, "Gems and jewellery forms an integral part of Indian tradition. A legacy passed from one generation to another. Today the Gem & Jewellery industry is a significant contributor to the steady growth of the Indian economy. GJEPC, the apex body of the gem & jewellery industry has played a significant role in the evolution of the Indian gem and jewellery industry to its present stature. The Government this year has entrusted the GJEPC with the task of organizing the India Show at BaselWorld 2011 to not just promote Indian jewellery but to showcase India's untapped trading potential at this global platform. I feel great pride to be a part of this global event".

In an extensive attempt to promote India at the global level, the CIM met with key players present at the Show.

Hon'ble Minister, Mr. Sharma addressed a high level delegation of Watch makers of Switzerland such as Rolex, Raymond Weil, Blancpain, Chopard, Tissot, Tag Heuer, to name a few in order to establish long term ties and mobilize them to invest and retail in India. The Meeting would focus on encouraging the Swiss brands to set up manufacturing base in India to develop product and also to enter the country through retail.

Mr. Sharma also deliberated with the Indian Diamond Traders based in Antwerp to establish their base in India, instead of trading though Antwerp, a step towards making India the Global Jewellery Hub. He would focus on the Trade and Policy issues that impact their business in India and the advantages Antwerp offers in facilitating the same.

At the India Evening, the India Show highlighted Indian culture making the global players aware of not just Indian products, but its people and tradition. These seven days will see cultural and jewellery fashion presentations accompanied by authentic Indian cuisine prepared by master chefs from ITC, Delhi, India. On the 1st day at the INDIA Evening, GJEPC had organized for cultural dance and music performance followed by North East Drum Dance. The evening was culminated by an exclusive Jewellery Catwalk by India's Top Super Models. The India Show has been a Government of India initiative, tried and tested at various platforms across the world. At BaselWorld 2011, it will work towards strengthening the bilateral trade relations amongst key international players and India exhibitors.

Mr. Rajiv Jain, Chairman, GJEPC, "India Gems & Jewellery exports are expected to grow at a whopping 35% in 2011. The Commerce Ministry has been extremely supportive of the various key initiatives undertaken by the Council. Having given the opportunity to organize the India Show this time, the GJEPC feels pride and a sense of accomplishment. With our participation at BaselWorld, the Council aims at increasing the trade intensity towards India. With the support of government of India and specially Mr. Anand Sharma, GJEPC today is a step closer to creating Brand India and establishing India as the global trading hub".

At BaselWorld, India - the world's diamond jewellery hub unveiled their International Corporate Campaign which epitomizes the fact that India is the art and soul of jewellery. India is aware of the fact that art and fashion are always considered the ultimate design manifestations across the globe. Keeping the elements of art, craft and design, GJEPC Corporate Campaign focuses on India being the Design Destination, moving from being a just a Global Manufacturing Hub.

BaselWorld is where business begins and trends are created. This is the optimum platform for India to create awareness for BRAND India and interact with the key international players from across the globe.

Courtesy: Gem & Jewellery Export Promotion Council

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