Titan enters lab-grown diamond jewellery market with beYon

Titan Company is entering into India’s growing lab-grown diamond (LGD) jewellery market, the second Tata Group company to venture in the LGD space, following Trent’s debut last year with the Pome brand.

The new brand, beYon, will target the emerging consumer demand for more affordable alternatives to natural diamonds.

In a statement, Titan said it will offer a curated range of (LGD jewellery making a start in this emerging category, part of its broader strategy to cater to the diverse adornment needs of women, extending beyond its established portfolio in watches, perfumes, sarees, and handbags.


Titan, which owns Tanishq, said plans to open its first exclusive retail store for beYon in Mumbai next week and also expand into Delhi and other locations soon after.

India currently produces around 25 lakh carats of lab-grown diamonds annually, with roughly 10% consumed in the domestic market, which is seeing 10-15% year-on-year growth. In 2022, Titan invested $20 million to acquire a 17.5% stake in US based lab-grown diamond retailer Great Heights Inc.

During Titan’s second quarter earnings call last month,Titan's jewellery division CEO Ajoy Chawla had said it has not seen demand for LGD in its brands,CaratLane and Mia. "It's not that people are coming and asking us to give us LGDs. But we think there is a growing interest though it is yet to show up in the numbers per se. And we believe it is still early days. Perhaps the more accomplished diamond buyer is playing with LGDs as an early adopter, not necessarily the new entrants as we were thinking," he had said.

LGD is priced between Rs 35,000 and Rs 50,000 per carat depending on clarity and colour, and is considered a much more affordable alternative to natural diamonds, which can cost anywhere from Rs 1.75 lakh to Rs 5 lakh per carat.