Titan has officially entered the lab-grown diamond jewellery space with the launch of beYon, its newest brand under the House of Titan. The brand’s first exclusive store opens in Mumbai on December 29, 2025, marking a strategic move into a rapidly expanding segment shaped by changing consumer preferences.
Lab-grown diamonds are gaining popularity, especially among younger buyers who value transparency, certification, and affordability. With beYon, Titan aims to cater to this audience by offering certified diamonds at more accessible price points, without compromising on design or trust-two qualities the Tata-owned company is widely known for.
The Mumbai launch is just the beginning. Titan has revealed plans to expand beYon’s retail presence with additional stores in Mumbai and Delhi in the near future, signaling confidence in the category’s long-term potential.
This is also the Tata group’s second foray into lab-grown diamonds. Earlier, Trent introduced the Pome brand through Westside stores, indicating a broader group-level strategy to tap into emerging lifestyle and jewellery trends.
India’s lab-grown diamond jewellery market, currently valued between $300 million and $350 million, is expected to grow at an annual rate of nearly 15% over the next decade, according to industry estimates. The space is already competitive, with specialist players such as Limelight, Aukera, Giva, and Lucira, alongside traditional jewellers experimenting with sub-brands and shop-in-shop models.
With beYon, Titan combines its legacy of trust with a future-facing product category-positioning itself strongly in a market that blends innovation, sustainability, and modern consumer values.
