BJP MP Anurag Thakur on Saturday, 4 July 2026, called for establishing 'Design India' as a global brand while addressing the 18th Jewellery Eminence Awards (JEA) 2026 in Jaipur, describing the ceremony as a celebration of India's cultural heritage rather than a mere industry event.

Context

Speaking at the awards, Thakur framed the occasion in cultural terms, saying: 'जयपुर की धरा ने सदियों से न सिर्फ गहने गढ़े हैं, बल्कि भारतीय संस्कृति को सजाया है' ('The land of Jaipur has not only crafted jewellery for centuries, but has adorned Indian culture'). He urged the industry to move beyond manufacturing and position Indian design as a distinct global identity. Jaipur, the capital of Rajasthan, is one of India's oldest and most storied centres of gem cutting, jewellery making, and artisan craftsmanship, with clusters of skilled workers whose techniques span generations.

Policy Backdrop

Thakur invoked two flagship government programmes — Make In India, launched in September 2014, and Digital India, announced in 2015 — as proof of India's growing international credibility in manufacturing and technology. He proposed that Design India be built as a third pillar alongside them, giving the country's creative and artisanal output an equivalent global platform. India's gem and jewellery sector has historically been treated as a key foreign-exchange earner, with policy support channelled through special economic zones and export promotion councils that link traditional craft clusters to international markets.

The former Union Minister of Information and Broadcasting and Youth Affairs and Sports cited an export figure of $4.27 billion (Rs. 40,398.97 crore) for India's gem and jewellery sector, presenting it as evidence of the industry's scale and its readiness for a stronger global branding push. The number underscores the sector's significance as a contributor to merchandise export revenues.

Stakeholders and Impact

The call for a Design India brand initiative directly concerns gem and jewellery exporters, Rajasthan artisans, and designers who depend on international demand for livelihoods that are deeply tied to traditional skill sets. A formal branding umbrella, if pursued by the commerce ministry, could consolidate marketing efforts currently fragmented across individual exporters and regional clusters. Thakur urged collective resolve: 'Let us all pledge together to take Indian jewellery, design, and Indian talent to every platform in the world.'

Younger designers and craftspeople stand to benefit most from a cohesive global identity, as the proposal aligns with a broader government emphasis on channelling youth talent and creative enterprise into export-oriented industries. The JEA platform, which recognises design and manufacturing excellence annually, provides an industry-facing venue where such policy signals carry direct commercial weight.

What's Next

Thakur's suggestion of a Design India global brand remains a proposal at this stage, and its formalisation would require action from the Ministry of Commerce and Industry or a dedicated export promotion body. Observers will watch for any follow-up announcements from the commerce ministry, including the next quarterly gem and jewellery export data and any formal branding initiative under the existing Make In India framework. The speech adds political momentum to industry lobbying for a dedicated design-promotion programme that could rival comparable national branding efforts in competitor markets such as Italy and Thailand.