Titan’s *beYon* brand enters India’s booming lab-grown diamond jewelry market
Titan Company, India’s largest jewellery retailer, is stepping into the lab-grown diamond (LGD) market with a new brand. Called beYon, the venture will debut with its first exclusive store in Mumbai on December 29. The move follows a surge in demand for affordable, ethical, and sustainable jewelry among younger buyers.
The company’s entry makes it the second Tata Group firm in the LGD space, after Trent’s Pome brand. Titan’s decision comes as the lab-grown diamond segment, though still small, continues to expand within India’s Rs 53,512 crore diamond industry.
Titan’s latest financial results show strong growth in its jewellery division. In the September quarter, total income from jewellery operations climbed 21% year-on-year to Rs 14,092 crore. This performance aligns with broader industry trends, as lab-grown diamonds gain traction among cost-conscious and eco-aware consumers.
The LGD market in India is currently valued at around Rs 3,452 crore for FY25. Projections suggest it could reach Rs 5,179 crore by FY28, driven by shifting preferences—especially among Gen Z and millennials. Despite producing 25 to 30 lakh lab-grown diamonds annually, India consumes only about 10% domestically, leaving room for growth.
beYon will offer a carefully selected range of LGD jewelry, designed to meet modern tastes. After the Mumbai launch, Titan plans to open additional stores in Delhi and Mumbai in the coming months. The brand aims to cater to women seeking stylish yet responsible adornment options.
Titan’s foray into lab-grown diamonds mirrors a wider industry shift. Younger buyers increasingly favour alternatives that balance affordability with ethical sourcing. This trend has prompted traditional jewellers to explore new segments, with Tata Group now leading the charge through multiple brands.
The launch of beYon marks Titan’s first direct venture into lab-grown diamonds. With a dedicated retail presence and a focus on sustainability, the brand targets a niche but fast-growing market. As demand rises, the company’s expansion could further shape India’s evolving jewelry landscape.
