Titan Company has entered the lab-grown diamond jewellery market with the launch of a new brand named beYon. The first exclusive beYon store is scheduled to open in Mumbai on December 29, marking Titan’s formal debut in this fast-expanding segment.
The brand is positioned around affordable lab-grown diamond jewellery and will roll out additional stores in Mumbai and Delhi shortly after the launch. Through beYon, Titan aims to cater to women seeking contemporary diamond jewellery beyond the company’s existing lifestyle portfolio of watches, fragrances, sarees and handbags.
Demand for lab-grown diamonds in India has accelerated in recent years, supported by consumer interest in options that are ethically sourced, sustainable and competitively priced compared to natural diamonds. At the same time, studded jewellery has been gaining prominence within organised retail due to improving margins and growing preference among younger consumers.
Industry estimates suggest that although diamonds still account for less than 10 percent of India’s overall jewellery market, the category has significant room to expand. The lab-grown diamond space, while currently a smaller share of the market, is expected to grow at a faster pace over the next few years.
Earlier in the year, Titan also announced a long-term strategic collaboration with De Beers Group and its flagship jewellery brand Tanishq, further deepening its engagement in the diamond jewellery category.
