Titan Company Enters Lab Diamonds With beYon

Titan Company Limited has announced its entry into the lab-grown diamond jewellery segment with the launch of its first exclusive store under the brand “beYon – from the House of Titan”.

Titan’s first store, beYon, will be launched in Mumbai on December 29, with plans to open additional stores in Mumbai and Delhi soon. With this move, Titan targets the growing demand for affordable, sustainable alternatives to natural diamonds.

Titan Company, part of the Tata Group, leads India’s lifestyle sector with a focus on watches, jewellery, and eyewear. Established in 1984, it revolutionised the watch market with quartz analogues and expanded into jewellery via Tanishq in 1992, eyewear in 2007 and youth brand Fastrack in 2005. 

Titan now operates around 2,000 stores across its jewellery brands, including Tanishq, Zoya, and CaratLane. BeYon will be its lab-grown diamond jewellery brand. 

Titan Company has a strong jewellery play: out of its total income of ₹47,501 crore ($5.4 bn), more than 80% comes from its jewellery segment (₹38,353 crore). The jewellery business grew 20% last year, with strong sales despite high gold prices.

Titan’s foray into lab diamonds is unsurprising, as many Indian startups have already made their presence felt and are on an expansion spree, including Trent, another TATA Group company. 

Lab-grown diamonds are synthetic diamonds created in controlled laboratory environments and are identical in chemical, physical, and optical properties to natural mined diamonds.

Lab diamonds offer a sustainable alternative by avoiding the environmental impacts of mining while delivering comparable quality at lower costs.​

These diamonds are more affordable, often 30-50% cheaper than natural ones, and fully customizable in size and colour. They appeal to eco-conscious buyers because production uses less energy and water than mining, aligning with sustainability trends such as Titan’s beYon launch.

In recent months, brands such as Bengaluru-based Aukera, Mumbai-based Firefly Diamonds, and True Diamond have raised external funding to expand their lab-diamond presence in the Indian market.