Titan Company has officially stepped into the lab-grown diamond jewellery space with the launch of beYon, marking a strategic expansion into one of India’s fastest-growing jewellery segments. The brand’s first exclusive store opens in Mumbai on December 29, 2025, positioning the Tata-owned giant to tap into changing consumer preferences driven largely by younger buyers.
Why beYon of Titan Launch Matters
Lab-grown diamonds are no longer a niche curiosity. They are rapidly becoming a mainstream choice for consumers who value certification, transparency, sustainability, and affordability. With beYon, Titan is signalling that this category is no longer experimental—it’s central to the future of jewellery retail.
According to industry estimates cited by Mint, India’s lab-grown diamond jewellery market was valued at $300–350 million in 2024 and is expected to grow at around 15% annually over the next decade. That growth trajectory explains why established players like Titan are moving decisively into the space.
beYon: A New Brand from the House of Titan
beYon debuts as a standalone retail brand, rather than a sub-line within an existing Titan format. This suggests a long-term commitment, not just a pilot project. After Mumbai, the company plans to expand with additional outlets in Mumbai and Delhi, laying the groundwork for a multi-city presence.
The brand is aimed squarely at millennials and Gen Z consumers—shoppers who want diamond jewellery without the high price tag of mined stones, but with full certification and contemporary design.
Tata Group’s Second Bet on Lab-Grown Diamonds
Titan’s entry marks the Tata Group’s second move into the lab-grown diamond category. Earlier, Trent introduced the Pome brand through its Westside stores. Together, these launches show a clear Tata strategy: test the category across different retail formats before scaling.
This dual approach allows the group to address both mass-premium lifestyle shoppers and dedicated jewellery buyers, strengthening its overall footprint in the emerging segment.
A Crowded but Fast-Evolving Market
The lab-grown diamond jewellery space in India is already competitive. Specialist brands such as Limelight, Aukera, Giva, Jewelbox, Onya and Lucira have built early momentum. At the same time, legacy jewellers are evaluating deeper participation.
As reported by Mint, Malabar Gold and Diamonds and Senco are exploring expanded strategies, with Senco recently launching its lab-grown sub-brand Sennes. Titan’s scale, trust, and retail expertise, however, give beYon a significant competitive advantage from day one.
What This Means for Consumers
For buyers, Titan’s entry brings:
- Greater trust and credibility in lab-grown diamonds
- Wider design and price options
- Increased mainstream acceptance of lab-grown jewellery
As more established players enter, consumers can expect better education, clearer certification standards, and more transparent pricing across the category.
beYon of Titan
Titan’s beYon launch is more than just a new store opening. It reflects a broader shift in India’s jewellery market—from tradition-first buying to value-driven, design-led, and conscious consumption. With major groups like Tata backing lab-grown diamonds, the category is moving rapidly from alternative to essential.
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