Tata-Backed Titan Enters Lab-Grown Diamond Market With New Brand ‘beYon’

Tata Group-backed Titan Company has officially entered the lab-grown diamond jewellery market with the launch of a new brand, beYon, marking a major strategic expansion for India’s largest jewellery retailer. The move reflects changing consumer preferences towards more affordable, sustainable and design-led jewellery.

Titan’s first exclusive beYon store is set to open in Mumbai, with plans to expand to other key metro cities, including Delhi, in the coming months. The company has positioned beYon as a modern lifestyle jewellery brand rather than a traditional bridal offering.

Titan Bets on a Fast-Growing Jewellery Segment

Lab-grown diamonds, also known as engineered or man-made diamonds, are created using advanced technology that replicates the natural diamond-growing process. These diamonds are chemically and visually identical to mined diamonds but typically cost less and have a lower environmental impact.

Titan’s entry into this segment comes as global and Indian demand for lab-grown diamonds rises, especially among younger, urban buyers. Industry experts note that first-time jewellery buyers and working professionals are increasingly choosing lab-grown diamonds for everyday wear and gifting.

By launching a separate brand, Titan is clearly aiming to build a distinct identity for lab-grown diamonds without affecting its established natural diamond brands, such as Tanishq.

beYon to Focus on Lifestyle and Everyday Jewellery

According to the company, beYon will focus on lightweight, contemporary designs aimed at women looking for stylish jewellery for daily use and special occasions. The product range will include rings, earrings, pendants and bracelets, with a strong emphasis on modern aesthetics.

Titan has stated that beYon is not positioned as a replacement for natural diamonds but as a new category that complements its existing portfolio. This approach allows the company to serve multiple consumer segments without brand overlap.

Positive Market Reaction to Titan’s New Move

Following the announcement, Titan Company shares reacted positively, reflecting investor confidence in the company’s long-term growth strategy. Market analysts see the move as a timely step, given global trends favouring ethical sourcing, transparency and value-driven luxury.

Some analysts, however, caution that while the lab-grown diamond segment is growing quickly, it currently represents a small share of the overall jewellery market. Profitability may take time as the brand scales up retail presence and consumer awareness.

Why Lab-Grown Diamonds Are Gaining Attention

Lab-grown diamonds have moved from being a niche product to a mainstream jewellery option worldwide. They appeal to buyers who prioritise sustainability, price transparency and modern design over traditional ideas of rarity.

In India, awareness around lab-grown diamonds is still evolving, but Titan’s entry is expected to accelerate acceptance and trust in the category. As one of the most respected names in Indian jewellery, Titan’s endorsement could encourage wider adoption across the market.

What Titan’s Entry Means for the Jewellery Industry

Titan’s launch of beYon signals a broader shift in the Indian jewellery industry. Established players are increasingly diversifying their offerings to align with changing consumer behaviour, especially among millennials and Gen Z buyers.

While natural diamonds will continue to dominate wedding and high-value jewellery, lab-grown diamonds are likely to see strong growth in everyday, fashion and gifting segments. Titan’s move may prompt other major jewellers to strengthen or fast-track their own lab-grown diamond strategies.