Titan Company Limited has officially entered the lab-grown diamond (LGD) jewellery market with the launch of beYon – from the House of Titan, marking a strategic expansion into a high-growth, consumer-driven segment of the Indian gems and jewellery industry. beYon debuted with its first exclusive retail store in Mumbai on 29 December 2025, signalling Titan’s intent to widen its lifestyle jewellery portfolio beyond traditional categories. 

As India’s largest branded jewellery retailer, Titan — a Tata Group company — has built decades of leadership in gold and natural diamond jewellery through brands such as Tanishq, Mia by Tanishq and Zoya. With beYon, the company is now aiming at the rapidly evolving lab-grown diamond space, a category appealing to younger, fashion-oriented consumers seeking affordable, sustainable alternatives to mined stones. 

The beYon brand offers a curated range of lab-grown diamond jewellery designed for contemporary lifestyle wear, with an initial price bracket positioned between Rs 10,000 and Rs 1,00,000, making LGD pieces accessible to a broader demographic.

Titan has indicated plans to expand the beYon footprint with additional stores in Mumbai and Delhi over the near term, emphasising a phased rollout strategy to capture emerging urban demand and progressively refine category positioning. 

Industry analysts view this move as a strategic long-term shift for Titan, reflecting broader global and domestic trends favoring lab-grown diamonds for their affordability, traceability and sustainability credentials. According to market observers, the LGD segment has seen increasing consumer confidence and retail acceptance — especially among younger buyers — fueling growth opportunities for established jewellery players. 

The debut of beYon has also drawn positive market attention, with Titan’s shares gaining on investor optimism around its expansion into the LGD category, even as macroeconomic challenges such as elevated gold prices weigh on traditional jewellery demand. 

Titan’s strategic foray into lab-grown diamonds positions the company to capture new customer segments, diversify its product portfolio and complement its existing jewellery ecosystem. As the LGD category continues to evolve, Titan’s entry through beYon is likely to accelerate mainstream adoption while setting competitive benchmarks in design innovation, branding and retail execution.