Titan Co. will enter the lab-grown diamond category under the brand name beYon, opening an exclusive store in Mumbai on Dec. 29, 2025 — a strategic move into India’s $6.2 billion diamond jewellery market that repositions Titan from watches and accessories into high-margin, price-sensitive diamond jewellery.
- Price: Not disclosed (entry price points expected to be affordable)
- Carat weight: Range not disclosed
- Origin: beYon — from the House of Titan (Tata group)
- Date: Store opening, Dec 29, 2025
Context: Lab-grown momentum in 2025
The move comes as lab-grown diamonds (LGDs) consolidate their place in mainstream retail. India’s diamond jewellery market is estimated at roughly USD 6.2 billion in 2025 and is projected to reach USD 8.6 billion by 2028; LGDs account for about USD 400 million today and are forecast to grow to USD 600 million by FY28, according to Wazir Advisors. That growth is fuelled by consumers seeking lower price points, clearer provenance and lower carbon intensity — attributes that give LGDs a different value proposition than mined stones.
Titan’s entry, positioned through a clearly branded proposition — beYon — signals a shift from accessory-led expansion into studded jewellery with a focus on curated pieces that emphasize vitreous luster and calibrated proportions rather than volume alone. Titan has said it will expand beyond the initial Mumbai store with further openings planned in Mumbai and Delhi in the near term.
Why this matters to US retailers and investors
For US market players, Titan’s market entry matters for three reasons. First, it validates scalable, mass-market demand for LGDs in one of the world’s largest jewellery-consuming populations. Second, it intensifies price competition: global LGD price architecture is susceptible to downward pressure as large retailers introduce branded, value-oriented lines with substantial heft in merchandising budgets. Third, it accelerates supply-chain normalization for lab-grown product — from traceability and certification to design standards that emphasize both optical performance and sustainable credentials.
Practical implications:
- Retailers should revisit their price ladders and marketing around provenance and carbon metrics to preserve margin while meeting affordability demand.
- Investors should track unit economics: branded LGD launches from established players tend to compress wholesale spreads but can expand category penetration and lifetime customer value.
- Design and display matter: consumers respond to tangible cues — vitreous luster under calibrated lighting and the substantial heft of well-set stones — that communicate quality in LGDs.
Titan’s earlier strategic tie-ups in the global diamond space — including a collaboration involving De Beers and its position through Tanishq — mean the company is calibrating a multi-channel approach across both mined and lab-grown spheres. For US stakeholders, beYon is worth watching not as a one-off brand launch but as a marker of how legacy jewellery groups will scale lab-grown offerings to capture the affordable, sustainability-minded consumer in 2025 and beyond.
Image Referance: https://www.dailyexcelsior.com/titan-to-enter-lab-grown-diamond-with-brand-name-beyon/