BIS new diamond rules: What changes and what it means for buyers

The Bureau of Indian Standards (BIS) has notified new rules to standardise how diamonds and diamond alternatives are described in India, a move aimed at reducing misleading claims and improving clarity for consumers, especially in online jewellery sales.

The framework, notified as IS 19469:2025, aligns Indian norms with the global standard ISO 18323:2015 and sets uniform disclosure requirements for natural and laboratory-grown diamonds.

Industry bodies say inconsistent terminology had made it difficult for buyers to distinguish between different categories of diamonds at the point of purchase.

The Natural Diamond Council (NDC) said the rules introduce enforceable definitions and disclosures, strengthening consumer protection across the jewellery market.

What changes under the new BIS rules

Use of the word ‘diamond’

The term diamond without any qualifier will apply only to natural diamonds. Sellers may use descriptors such as natural, real, genuine or precious for mined stones.

Mandatory naming for laboratory-grown diamonds

Man-made diamonds must be described only as ‘laboratory-grown diamond’ or ‘laboratory-created diamond’. Short forms such as LGD or lab-grown will not be allowed in formal product disclosures.

Restrictions on marketing terms

The rules bar the use of terms such as ‘pure’, ‘nature’s’, ‘earth-friendly’ or ‘cultured’ for laboratory-grown diamonds. Brand names without the required laboratory-grown qualifier will also not meet disclosure norms.

What this means for consumers and brands

The new framework is expected to make product descriptions more uniform across stores and e-commerce platforms, allowing buyers to clearly identify whether a diamond is natural or laboratory-grown before making a purchase decision.

Namita Kothari, Founder at Akoirah by Augmont, said the clarification supports informed choice without altering the nature of laboratory-grown diamonds. Clear labelling, she said, allows brands to position products on design, craftsmanship and use-case rather than comparison-based claims.

The BIS rules are likely to influence how diamonds are marketed and disclosed across the industry, as jewellers and online platforms align with the updated national standard.