In this regard, the Diamond Information Centre, the publicity wing of the company, has also sent direct mailers to all the leading jewellers and designers across the country. Says Devika Gidwani, general manager of the Centre: ``The centre will accept applications from the first week of March. All entries should reach us by April 30. The finalist will win a free trip to Paris to attend the spectacular Diamonds-International Awards Millennium Event.''

As part of its integrated marketing communications solutions, De Beers introduced the annual design contest in the year 1996. According to Gidwani, the main objective of the contest is to stimulatedesigners into creating exclusive designs. ``Our aim is to give an international exposure to Indian designers as we publicise this event in 36 countries, This year, the design must capture the spirit of the new millennium,'' explains Gidwani.

Since its entry into the country, De Beers has been determined to win over the gold-crazed Indian to diamonds. For this, its marketing plank is simple: pursuade customers to include diamonds in their gold jewellery purchases as an add-on rather than as gold substitution.

According to Gidwani the main lacuna in the diamond business is the lack of adequate designs. ``Exciting new designs lure new customers. We like to offer a wide choice of exclusive designs. I strongly believe that such contests definitely push the brand in the market place,'' says Gidwani.This year the focus of the contest is to create diamond jewellery designs that women would love to wear in the new millennium. As per the rules of the contest, an artist can choose to design any thing -- from anecklace to a ring. The competition is open to all Indian nationals. And any number of entries can be sent to the Diamond Information Centre. Today the company has 3,200 retail outlets in ten metros across the country. With De Beers, it seems that all that glitters -- is actually a diamond.