"We are asking small and medium diamond units to connect to the world market. Our training programme and e-readiness centre will help them develop their own B2C portal," says Jagat Shah of CP. The team from CP which met diamond merchants in Surat on Wednesday claims to have got a very positive response.

"The dynamics of diamond industry are changing and small units should prepare themselves to face the challenge," says Chandrakant Shah of Southern Gujarat Chamber of Commerce and Industry (SGCCI). "I think forward integration is the way to move ahead. This will help them a lot," he said.

The CP is also in the process of developing a knowledge-based national portal for the diamond industry. Moreover, the NGO will also help the small and medium units to develop their own websites with payment options so that they can sell their products online.

Sources in CP said because of the ignorance about web's potential, even the largest diamond polisher in the country didn't sell diamonds online despite having its own brand.

Citing example of a US -based retailer of diamonds, Blue Nile, which specialises in "build-your-own" jewellery, Shah said, "They get designs made in Ahmedabad, get it cut and polished in Surat and sell them at a rate 15% higher than the market there." He asked why companies in Surat could not do so."