Titan Co., the country’s leading jewellery maker, on Friday announced its entry into the lab-grown diamond segment with the launch of a new brand called “beYon.” Consequently, the Tata Group-managed company expanded its jewellery portfolio into a fast-growing and affordable luxury category.
Focusing on the rising demand for accessible lab-grown diamonds in India, the company will open its first exclusive store in Mumbai on December 29, according to a regulatory filing. As a result, Titan will mark its formal retail debut in this emerging segment before scaling further.
“Titan will launch the brand name ‘beYon—from the House of Titan’ with an exclusive retail store in Mumbai on 29th December 2025 to cater to the adornment needs of women in lifestyle categories beyond watches, perfumes, sarees, and handbags,” the company said. Therefore, the brand aims to address broader lifestyle jewellery preferences among modern consumers.
The brand ‘beYon’ will offer a curated selection of lab-grown diamond (LGD) jewellery. Initially, Titan will enter the category with one store and subsequently plans to add a few more outlets in Mumbai and Delhi in the near term. Meanwhile, the company expects early traction as consumer awareness continues to rise.
Over the past two to three years, India’s lab-grown diamond market has expanded rapidly, driven by demand for affordable, sustainable, and ethically sourced alternatives to natural diamonds. However, according to consulting firm Wazir Advisors, diamonds still account for less than 10 per cent of the Indian jewellery market, thereby creating significant headroom for growth.
In recent years, studded jewellery has gained traction, as organised retailers increasingly focus on the segment due to its higher margins. Consequently, companies such as Titan continue to prioritise innovation and portfolio diversification.
The Indian diamond jewellery market currently stands at approximately USD 6.2 billion (Rs 55,674.54 crore) in 2025 and will grow to USD 8.6 billion (Rs 77,225.97 crore) by 2028, reflecting a CAGR of 12 per cent. Although lab-grown diamonds represent a smaller share of around USD 400 million, the segment is projected to grow at a 14 per cent CAGR over the next two years, reaching USD 600 million (Rs 5,387 crore) by FY28, according to Wazir Advisors.
Moreover, India has emerged as the world’s second-largest market for natural diamond jewellery, further strengthening its position in the global gems and jewellery ecosystem. Earlier this year, Titan also announced a long-term strategic collaboration with De Beers Group, the world’s leading diamond company, and its flagship jewellery brand Tanishq.
