New Diamond rules in India: Protecting consumers or favouring natural diamonds?

The Bureau of Indian Standards (BIS) has introduced a new framework for diamond terminology in India, claiming to bring clarity and transparency for consumers. The standard, IS 19469:2025, distinguishes clearly between natural diamonds and laboratory-grown alternatives and specifies how each can be marketed.

Under the new rules, only natural stones can be called “diamond.” Lab-grown stones must be labeled explicitly as either “laboratory-grown diamond” or “laboratory-created diamond,” with abbreviations like “LGD” or “lab-grown” no longer permitted. The standard also prohibits descriptors such as “pure,” “nature’s,” or “cultured” for lab-grown products, a rule that may seem obvious, but raises the question of whether such misleading labeling has actually occurred in India’s rapidly growing lab-grown market.

The Natural Diamond Council (NDC), a global not-for-profit that promotes natural diamonds, has welcomed the move, saying it protects consumers and preserves trust in the natural diamond market. “When someone buys a diamond, they deserve to know exactly what it is clearly, honestly, and without confusion,” said Richa Singh , Managing Director of NDC.

The Natural Diamond Council (NDC), a global not-for-profit organization promoting natural diamonds and consumer education, welcomed the move, saying it protects consumers and preserves trust in the natural diamond market. “When someone buys a diamond, they deserve to know exactly what it is clearly, honestly, and without confusion,” said Richa Singh , Managing Director of NDC. The NDC operates in India, the US, China, UAE, and Europe.

Several prominent Indian jewellers have also praised the standard. Tarun Kanwar of Navrattan Jewellers called it “a step toward transparency and trust,” while Vaibhav Saraf of Aisshpra Jewellery said the standard ensures fairness for consumers.

Yet the announcement raises questions about the timing and intent of the standard. Critics and consumer advocates may ask: Is this move purely for consumer protection or is it influenced by the interests of the natural diamond lobby? Lab-grown diamonds, which account for a growing share of the global market, are now subject to stricter disclosure rules than natural diamonds, prompting debate about whether the standard favors one segment over another.

Analysts note that while transparency is important, framing “diamond” exclusively for natural stones could shape consumer perception and pricing dynamics, potentially affecting the lab-grown diamond industry in India. With e-commerce platforms increasingly selling lab-grown alternatives, how this standard will be enforced and whether it might limit consumer choice remains an open question.

The BIS and NDC have stated their commitment to working with the industry to ensure proper implementation. Whether this framework truly serves the consumer or subtly protects the interests of the natural diamond sector will be closely watched in the coming months.