Mumbai: Tata group-backed Titan Company Ltd on Friday said it will foray into the lab-grown diamond (LGD) jewellery segment with the launch of its first exclusive retail store in Mumbai later this month, signalling a strategic push into newer lifestyle and adornment categories.
The company will unveil the brand ‘beYon – from the House of Titan’ on December 29, 2025, with an exclusive store in Mumbai. The new format will offer a curated range of lab-grown diamond jewellery, targeting women consumers and positioning itself beyond Titan’s traditional strengths in watches and jewellery.
Titan said beYon is conceived as a lifestyle brand, catering to adornment needs across emerging categories, and represents its initial bet on the LGD market, which has been gaining traction due to changing consumer preferences, affordability and sustainability considerations. The company plans to add a couple of more beYon stores in Mumbai and Delhi in the near term.
While financial details of the investment were not disclosed, industry executives see lab-grown diamonds as a high-growth segment, especially among younger, urban consumers seeking contemporary designs at relatively lower price points compared with natural diamonds.
The move adds to Titan’s portfolio of jewellery brands, which includes Tanishq, Mia and CaratLane, and comes as the company looks to diversify its offerings amid intensifying competition and evolving tastes in the organised jewellery market.