Gold vs Diamonds: What's The BEST Investment For YOU | Masoom Minawala | Sandeep Kohli

So, if you look at diamond jewelry, in India, surprisingly, 90% I think of the world's diamonds, in some way or the other, pass through [music] India. Less than 10% of this large jewelry industry is diamonds. If you look at the four C's of a diamond, three of them, in some way or the other, are determined much more

by nature itself. But, the cut is where the craftsmanship comes in, right? Which India is very famous for. The most important thing when a person looks at a diamond is, "How is the sparkle?" I haven't heard of any consumer talk about these three terms. >> Is a certificate enough [music] to judge a diamond?

>> No. Out of every five diamonds that comes to us, they pick only one of them, the one that sparkles the most. >> Women buying diamonds and jewelry right now are buying it for themselves, and I think that's mind-blowing. >> Women don't need to rationalize what they are buying and what they are

choosing anymore. They're finding more and more women buying the jewelry [music] themselves. They get over that guilt and simply celebrate the fact that they love jewelry. >> If I place two diamonds in front of you, how would you know which is better? And you don't have the certificates in front of you. Every woman I know has, at some point,

thought about buying herself a diamond and then hesitated. [music] Because diamonds are one of those purchases that feel impossible to get right. What's real, what's worth it, and what's simply [music] not. So, I sat down with Sandeep Kohli, CEO of Indriya, the jewelry brand from the Aditya Birla Group. He's spent years building and [music] scaling consumer

brands, and today he leads one of India's fastest growing jewelry businesses. Actually, India's fastest growing businesses across any category, with a front-row seat [music] to how the country's relationship with diamonds is evolving. What I expected was a conversation about jewelry. What I got was a completely [music] different perspective on why we buy diamonds in