The De Beer Group’s diamond brand Forevermark, is reportedly planning to set up 130-140 retail outlets in India by the end of 2013.

The Forevermark brand has associated with Sunny Diamonds of Kerala for its launch in the state. The group is likely to partner with two more retailers for its presence in Kerala.

De Beers, which controls 40% of the market share globally, has been in a joint undertaking with the Central Government for diamond exploration since the past 9-10 years, and could start production in the next 4-5 years.

The diamond business in India accounts for 25% of the total jewellery business in India, which is worth Rs 1.2 lac crore.