The Diamond Producers Association (DPA) has appointed Richa Singh as the Managing Director for India with immediate effect. She joins DPA from L’Oreal and will be overseeing all the activities of the association in India, a market of great importance to the organisation, DPA said.

Formed last year by the top seven global diamond producers, the DPA has planned to unveil its generic diamond advertising promotion campaign “Real is Rare. Real is a Diamond.” in India this year.

The DPA said that Richa has a rich experience of over 18 years with a proven track record in Marketing and General Management across business categories. She has worked in the worlds of advertising, branding, category building and marketing of beauty products and has a keen understanding of Indian consumers.

Commenting on the appointment Jean-Marc Lieberherr, Chief Executive Officer, Diamond Producers Association said: “Richa brings to DPA an impressive understanding of consumer marketing and an innate entrepreneurial skill that is very important for us, as we set-up roots here. India is a critical market for diamonds and Richa’s appointment conveys the association’s serious intent to invest and grow the Indian diamond market.”

Richa is excited to take on her new role and said: “I am delighted to be working on a category that is so close to every woman’s heart. It is a great opportunity to put my 19 years of experience to good use, setting-up operations from scratch to building partnerships and equity along the way. I look forward to be part of creating an evocative campaign for diamond marketing in India. This is indeed a personally fulfilling role and I am focussed on delivering the objectives set-out for India by the association”.