Swarovski has unveiled plans to fight the fakes which are passed off as its products. Swarovski India's crystal components division (CCD) country manager Sanjay Sharma explained that "Anything that glitters and shimmers today is being sold as Swarovski". Swarovski is launching its first "ingredient branding" exercise in Indian and other markets with the aim of getting consumers to recognise and use only authentic Swarovski crystals. The company is launching the "Crystallised with Swarovski" branding label to certify that all crystal components used in a product are genuine Swarovski. The label will be in the form of a sticker, or a tag hanger and can be used by Swarovski customers who exclusively use Swarovski crystal components in their product lines, after they obtain a licence to use the brand from the company. A global advertising campaign is also underway.
