The Nivara Buyer Index
The Nivara Buyer Index is a record of how India actually enquires about lab-grown diamond jewellery. It is drawn from our own enquiry logs across our three showrooms, published so that anyone writing about this category has a real number to work from rather than an estimate.
Reporting window: February to August 2026. Base: 2,965 logged enquiries across Hyderabad, Bangalore and Indore. First edition, refreshed quarterly.
1. Almost nobody starts on a website
Of 2,965 enquiries, 99.2 per cent arrived on WhatsApp. Website forms accounted for 0.7 per cent and Instagram for less than 0.1 per cent.
| Channel | Share of enquiries |
|---|---|
| 99.2% | |
| Website | 0.7% |
| under 0.1% |
For a category where every brand is building a webstore, the first contact is almost always a message, not a form. A website's job in fine jewellery is to be read, not to be filled in.
2. Who enquires flips completely between cities
Across 1,416 enquiries where the enquirer's gender was recorded, the pattern reverses between Hyderabad and the other two cities.
| City | Enquiries recorded | Male | Female |
|---|---|---|---|
| Hyderabad | 453 | 30.0% | 70.0% |
| Bangalore | 524 | 61.8% | 38.2% |
| Indore | 439 | 67.2% | 32.8% |
How to read this figure. These enquiries are generated substantially through advertising directed at women. That shapes the absolute numbers, so the finding here is not the Hyderabad share on its own. The finding is the contrast: the advertising was the same in all three cities and the outcome was the opposite. In Bangalore and Indore roughly two thirds of the people who make contact are men, despite advertising aimed at women. In Hyderabad, seven in ten are women.
We publish the caveat alongside the number because a figure without its method is not worth citing.
3. What people ask for first
Based on 430 classifiable enquiries at the Hyderabad showroom, where the enquiry subject is recorded on essentially every log.
| Category | Share of enquiries |
|---|---|
| Rings | 47.4% |
| Necklaces | 23.7% |
| Gifting | 11.9% |
| Pendants | 7.9% |
| Bracelets | 4.9% |
| Studs | 2.1% |
Nearly half of all first enquiries are about rings. This figure covers Hyderabad only. Our Bangalore and Indore logs do not yet record the enquiry subject consistently enough to publish, and we would rather say so than average across a gap.
Method
- Source. Enquiry logs maintained by our showroom teams in Hyderabad, Bangalore and Indore.
- Window. February to August 2026.
- Base. 2,965 logged enquiries. Each figure above states its own denominator, because not every field is recorded on every enquiry.
- What this measures. Enquiries, not completed purchases. An enquiry is a person making first contact about a piece.
- What we have not published. Carat weights, ring sizes and bridal versus everyday mix are not recorded consistently enough to publish. We would rather leave a gap than fill it with an estimate.
- Privacy. Every figure is an aggregate. No individual enquiry, name or contact detail is published or shared.
Permission to cite
These figures may be cited with attribution to Nivara Diamonds and a link to this page. No permission request is needed. If you would like a figure broken down further, or want to check a number before publishing, write to us and we will answer.
Nivara Diamonds is an IGI certified lab-grown diamond jewellery house with showrooms in Hyderabad, Bangalore and Indore.
