Titan Company is set to open its first exclusive lab-grown diamond jewellery store in Mumbai on December 29, formally entering one of the fastest-growing segments of India’s jewellery market.
The new brand, beYon from the House of Titan, will debut with a standalone retail store in the city. The company said it plans to add a couple of additional outlets in Mumbai and Delhi in the near term, indicating a phased expansion strategy.
Growing appeal among younger consumers
Lab-grown diamonds have seen rising acceptance among younger and first-time jewellery buyers, who are increasingly drawn to certified stones that offer design flexibility and more accessible price points compared to natural diamonds. The category has been positioned around transparency and contemporary aesthetics, aligning with changing consumer preferences.
Titan’s entry reflects a broader shift among established jewellery players seeking to diversify their portfolios and cater to evolving demand patterns without diluting their core offerings.
Second Tata group move into lab-grown diamonds
This marks the second move by the Tata group into the lab-grown diamond jewellery segment. Earlier, Tata group retailer Trent had introduced the lab-grown diamond brand Pome through its Westside department stores, signalling growing interest within the group in the emerging category.
Competitive market with strong growth outlook
India’s lab-grown diamond jewellery market was valued at an estimated $300 million to $350 million in 2024 and is projected to grow at an annual rate of around 15 per cent over the next decade, according to estimates by consultancy Redseer cited by Mint.
The segment already includes several specialist brands such as Limelight, Aukera, Giva, Jewelbox, Onya and Lucira. Larger jewellery chains are also testing the category through dedicated collections and shop-in-shop formats. Mint has reported that Malabar Gold and Diamonds and Senco are evaluating a deeper presence in the segment, with Senco recently launching a sub-brand called Sennes.
Titan’s foray with beYon is expected to intensify competition further as established jewellers and niche brands compete for share in India’s expanding lab-grown diamond jewellery market.
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