Titan Company enters the lab-grown diamond segment with beYon, offering affordable, sustainable jewellery. The first store opens in Mumbai on Dec 29, targeting younger consumers. With India’s LGD market valued at $400M, Titan aims to tap into growing demand for ethical, budget-friendly options.
Titan Company, a Tata Group company, is making a strategic shift in the jewellery market with the launch of its new brand, beYon – House of Titan, focusing on lab-grown diamond (LGD) jewellery. The first exclusive beYon store will open in Mumbai on December 29, marking Titan’s entry into the rapidly growing LGD segment. This move is aimed at catering to younger consumers seeking affordable, ethical, and sustainable adornment options.
beYon will offer a curated range of LGD jewellery, including rings, earrings, pendants, and bracelets, with a strong emphasis on modern aesthetics. The brand is positioned as a modern lifestyle jewellery option, distinct from Titan’s premium natural diamond offerings like Tanishq. According to Ajoy Chawla, CEO of Titan’s jewellery division, the LGD market has been developing steadily, driven by consumer demand for more affordable and sustainable alternatives.
The Indian lab-grown diamond market is valued at around $400 million and is expected to grow at a CAGR of 14% over the next two years, reaching $600 million by FY28. This growth is driven by increasing awareness around sustainability, ethical sourcing, and affordability. Lab-grown diamonds are chemically and visually identical to natural diamonds but are 30-50% less expensive and more environmentally friendly.
Titan’s entry into the LGD segment is seen as a timely move, given global trends favoring ethical sourcing and sustainable luxury. The company plans to expand beYon stores in Mumbai and Delhi, leveraging its strong retail network and brand equity. Analysts view this move as a positive strategic development, with Investec reiterating a Buy rating on Titan with a target price of ₹4,248.
The launch of beYon reflects Titan’s strategy to diversify its product offerings and tap into the growing interest in sustainable luxury jewellery in India. As one of the most respected names in Indian jewellery, Titan’s endorsement is expected to accelerate acceptance and trust in the LGD category.
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