Titan Co., India’s largest jewellery maker, has announced its entry into the fast-growing lab-grown diamond (LGD) segment. They are launching a new brand, ‘beYon’, marking a strategic expansion beyond its traditional jewellery portfolio.
According to a regulatory filing on Friday, the Tata group-managed company will open the first exclusive beYon – from the House of Titan store in Mumbai on December 29, 2025. The brand is positioned to cater to women’s adornment needs in lifestyle categories beyond watches, perfumes, sarees, and handbags. They focus sharply on affordable and contemporary lab-grown diamond jewellery.
“The brand ‘beYon’ will offer a curated range of Lab Grown Diamond jewellery, making a start in this emerging category,” Titan said in its filing. They added that the company plans to open additional stores in Mumbai and Delhi in the near term.
Industry shift towards lab-grown diamonds
Titan’s move comes amid a broader shift in India’s jewellery industry, where established players are increasingly embracing lab-grown diamonds as an alternative to natural or mined stones. In this context, brands such as Senco Gold with Sennes and Tata-backed Pome have introduced dedicated labels. They aim to tap into this segment by positioning LGDs as an affordable and sustainable entry point for consumers.
Over the past two to three years, India’s lab-grown diamond market has witnessed rapid growth. This is driven by rising consumer preference for ethically sourced, environmentally friendly, and cost-effective alternatives. These diamonds have gained traction for their lower prices, high customisation potential, and growing global acceptance.
LGDs are also carving out a strong niche in mid-ticket gifting and daily-wear jewellery. Millennials and Gen Z consumers particularly seek better value without compromising on design or quality.
India’s growing advantage
India is uniquely placed to capitalise on this trend, given its strong capabilities in diamond cutting and polishing. As a result, lab-grown diamonds have quickly emerged as a new area of strength for the domestic jewellery ecosystem.
Investor interest in the segment has also surged. According to data from Tracxn, lab-grown diamond startups in India have raised $47.9 million year-to-date across 14 deals. This is a sharp increase from $8.7 million across 10 deals in 2024. Notable fundraises include Aukera’s $15 million Series B round and Limelight’s $11 million raise, backed by actor Shilpa Shetty.
Market outlook
While diamonds currently account for less than 10% of the Indian jewellery market, consulting firm Wazir Advisors notes significant upside potential. Studded jewellery has been gaining popularity. Organised retailers are increasingly focusing on the category due to its higher margins.
The Indian diamond jewellery market is estimated at $6.2 billion (₹55,674.54 crore) in 2025 and is projected to grow to $8.6 billion (₹77,225.97 crore) by 2028, at a CAGR of 12%. The lab-grown diamond segment is smaller at around $400 million but is expected to grow at a 14% CAGR, reaching $600 million (₹5,387 crore) by FY28.
Earlier this year, Titan also strengthened its natural diamond portfolio by announcing a long-term strategic collaboration with De Beers Group for its flagship jewellery brand Tanishq. This underscores its dual strategy of catering to both natural and lab-grown diamond consumers.
With the launch of beYon, Titan is positioning itself to capture the next wave of growth in India’s evolving jewellery market. Affordability, sustainability, and changing consumer preferences are reshaping the industry.