Titan Company Limited has made its first foray into the lab-grown diamond (LGD) jewellery segment with the launch of beYon – from the House of Titan, marking a notable shift in its product and category strategy. The brand debuted with an exclusive standalone store in Mumbai on December 29 2025, signalling Titan’s intent to build a distinct retail presence in the LGD space.

The Tata Group company, which dominates India’s organized jewellery market through brands such as Tanishq, Mia and Zoya, has so far focused on natural diamond and gold jewellery. The introduction of beYon positions Titan to address the fast-growing lab-grown diamond segment, which has been gaining traction among younger, urban consumers driven by affordability, design versatility and sustainability considerations.

beYon offers a curated range of lab-grown diamond jewellery aimed at everyday and occasion wear. The collection is positioned within an entry-to-mid price range, with products starting around Rs 10,000 and extending up to approximately Rs 1 lakh, expanding access to diamond jewellery for first-time and lifestyle buyers.

Titan has indicated that the brand will follow a measured rollout strategy, with plans to add more beYon stores across Mumbai and Delhi in the near term. The company is expected to closely track consumer response before scaling the concept nationally.

Industry observers view Titan’s LGD entry as a long-term strategic move rather than a tactical extension, reflecting broader shifts in global and domestic jewellery consumption patterns. The announcement has also drawn attention from the investment community, reinforcing the growing significance of lab-grown diamonds within the organised jewellery retail landscape.

With beYon, Titan adds a new pillar to its jewellery portfolio, strengthening its ability to cater to emerging consumer segments while diversifying beyond conventional diamond offerings.