Titan Company is stepping into India’s fast-evolving lab grown diamond market with the launch of a new jewellery brand, beYon, signalling a calculated expansion beyond its traditional strongholds in watches and natural diamond jewellery. The Tata group-backed company will open the first exclusive beYon store in Mumbai on December 29, marking its formal entry into a category gaining traction among value-conscious and sustainability-aware consumers.
According to Titan, beYon has been designed to cater to modern lifestyle preferences, offering a curated selection of lab grown diamond jewellery aimed at everyday wear as well as occasion-led adornment. The brand will operate as a standalone retail format under the House of Titan and will focus on design-led collections that sit at the intersection of affordability, aesthetics and ethical sourcing. Following the Mumbai debut, Titan plans to add more beYon stores in Mumbai and Delhi in the near term as it tests consumer response and category depth.
The move comes as lab grown diamonds gather momentum in India. Over the past two to three years, demand has risen sharply as shoppers seek alternatives that are priced lower than mined diamonds while offering traceability and a smaller environmental footprint. Industry estimates suggest diamonds account for less than 10 percent of India’s overall jewellery market, leaving significant headroom for growth, particularly in organised retail.
Data from Wazir Advisors pegs the Indian diamond jewellery market at around $6.2 billion in 2025, with projections of reaching $8.6 billion by 2028, driven by a compound annual growth rate of 12 percent. Within this, lab grown diamonds currently represent a smaller segment valued at roughly $400 million, but are expected to expand to $600 million by FY28, growing at about 14 percent annually.
Titan’s entry also aligns with its broader strategy to strengthen its presence in studded jewellery, a category that has delivered higher margins and faster growth for organised players. Earlier this year, the company announced a long-term collaboration with De Beers Group, reinforcing its intent to build a diversified diamond portfolio across price points and consumer segments. With beYon, Titan is positioning itself early in a category that could reshape jewellery consumption patterns in urban India.
