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Titan Company Limited, India’s leading jewellery and lifestyle retailer, has officially stepped into the lab-grown diamond (LGD) jewellery segment with the launch of a dedicated new brand called beYon — from the House of Titan, marking a significant diversification in its product portfolio.
The company will inaugurate its first exclusive beYon retail store in Mumbai on December 29, 2025, signalling its entry into the growing segment of lab-cultivated diamonds — a category gaining traction among consumers for its affordability, ethical sourcing, and sustainability attributes relative to traditionally mined diamonds.
Strategic Move to Tap Emerging Demand
According to Titan’s regulatory filing, beYon is designed to cater to women’s lifestyle and adornment needs across various jewellery categories, extending Titan’s offerings beyond its established segments such as watches, perfumes, sarees and handbags.
The brand’s debut store in Mumbai will showcase a curated collection of lab-grown diamond jewellery, with plans to add additional beYon stores in Mumbai and Delhi in the near future as part of a phased expansion strategy.
Market Opportunity in India
Lab-grown diamonds have been experiencing rapid growth in India over the past few years, driven by rising consumer interest in affordable and ethically sourced luxury alternatives to natural stones. Consultancy forecasts suggest the Indian diamond jewellery market — currently dominated by natural diamonds — still has significant headroom for growth in lab-grown segments, which are projected to expand meaningfully through the late 2020s.
Titan’s entry into this space aligns with the broader industry trend toward sustainable luxury and is expected to attract younger, value-driven buyers exploring new forms of high-quality jewellery that combine design appeal with contemporary values.
Titan’s Evolving Jewellery Portfolio
Titan’s jewellery division — anchored by brands such as Tanishq, Mia, Zoya and CaratLane — has been a key growth driver for the company’s retail business. The launch of beYon complements this diverse portfolio by tapping an emerging, potentially higher-growth category that broadens Titan’s reach in premium and aspirational jewellery segments.
Industry analysts view this move as a strategic bet on the rising acceptability of lab-grown diamonds among Indian consumers, particularly in urban markets where sustainability, traceability and value for money are increasingly important purchase considerations.
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