India's jewellery retail giant, Titan Co. Ltd, has officially stepped into the lab-grown diamond (LGD) segment after a prolonged period of observation. The company has launched a new brand, 'beYon' from the House of Titan, with its inaugural standalone store opening in Mumbai's Andheri West on 29 December 2025. This move marks a significant shift for the retailer, which had previously cited limited consumer traction as a reason for staying away from the category for the past three to four quarters.
Why Titan's Entry is a Market Milestone
Titan's cautious entry is not a sudden impulse but a calculated move based on its assessment of a maturing market. For several quarters, company executives, including jewellery division CEO Ajoy Chawla and Managing Director C.K. Venkataraman, maintained a 'wait-and-watch' stance. They noted that consumer inquiries in their stores were minimal and that the LGD market in India was largely confined to jewellery priced under ₹1 lakh. The decision to launch beYon now suggests that Titan believes key uncertainties around pricing stability, consumer acceptance, and investor confidence are beginning to resolve.
The company had already taken a strategic step in 2022 by acquiring a 17.5% stake in US-based Great Heights Inc. for $20 million to understand global LGD trends. The new brand, beYon, will start with a curated range of lab-grown diamond jewellery. According to a stock exchange filing on 26 December, Titan plans to add a couple more stores in Mumbai and Delhi in the immediate near future, treating this as a controlled experiment.
Navigating a Competitive Landscape in Andheri
The choice of location for the first beYon store is highly strategic. The outlet on New Link Road in Andheri West places it in the heart of one of Mumbai's most competitive jewellery corridors. The store finds itself in direct proximity to established players: lab-grown diamond brand Origem operates next door, and Bluestone has a presence nearby. The stretch is also lined with traditional heavyweights like Senco Gold and Diamonds, Kalyan Jewellers, and Joyalukkas.
In a striking corporate face-off, a large flagship Tanishq store stands directly across the road from the new beYon outlet, creating a clear physical distinction between Titan's core natural diamond business and its new lab-grown venture. This positioning underscores Titan's strategy to keep the brands separate while testing the new category's waters.
What This Means for India's LGD Industry
Titan's entry is seen as a major validation for India's nascent lab-grown diamond market. According to Bhavya Gandhi, an equity research analyst at Dalal and Broacha, several key uncertainties have reduced. LGD prices have stabilised closer to production costs, making the category more predictable for a large, risk-averse brand like Titan. The market, valued at an estimated $300–350 million (around ₹3,452 crore) in 2024, is projected to grow rapidly, potentially surpassing $1 billion by 2033.
In the near term, Titan's arrival is expected to boost overall market awareness rather than immediately intensify competition. 'If a bigger brand enters that space, it increases funnelisation, it helps them co-market rather than create competition,' Gandhi noted. The competition is expected to heat up later as the market deepens, with differentiation shifting from price to design, marketing, branding, and distribution.
The move coincides with a surge in investor interest in the sector. Data from Tracxn shows that nine pure-play LGD startups raised a record $26.4 million in 2025, up sharply from $4.7 million the previous year. For the broader industry, Titan's foray could significantly expand diamond consumption in India by catering to price-sensitive younger consumers, millennials, and Gen Z, potentially increasing the overall penetration of diamonds in the country.
