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The company’s decision to adjust its sales strategy is aimed at stimulating demand. Alrosa competes closely with industry titan De Beers in terms of diamond production volume. However, its operations have been impacted by sanctions imposed by the United States and United Kingdom following Russia’s military intervention in Ukraine.
Despite these sanctions, Alrosa managed to regain its footing by redirecting its sales to Asian markets, primarily India. This strategic shift occurred after an initial dip in sales as a direct result of the first wave of US sanctions.
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