One of India's most trusted names in jewelry has entered the laboratory-grown diamond market. Titan Company, the Tata group company behind Tanishq, launched beYon – from the House of Titan, its first lab-grown diamond jewelry brand, with an exclusive store opening in Mumbai on 29 December 2025.
What we know
- beYon will focus on affordable, lifestyle-oriented lab-grown diamond jewelry, aimed at women looking for contemporary designs.
- The Mumbai store is the brand's debut, with plans to open more outlets in Mumbai and Delhi.
- It expands Titan's presence beyond its existing categories.
Why it's big news
Titan had long positioned itself around natural diamonds. Its decision to launch a separate lab-grown brand is a strong signal that laboratory-grown diamonds have become a mainstream category in India, just as they have in the US.
What it means for Indian consumers
- Trust: a household name brings confidence to buyers who were unsure about lab-grown.
- Choice: more designs and price points in Indian stores.
- Awareness: national marketing will help more people understand what laboratory-grown diamonds are.
What it means for the industry
Big domestic brands entering the category are good news for India's manufacturers and cutters, especially in Surat, where most laboratory-grown diamonds are polished. Growing demand at home complements strong export markets.
Our view
We welcome every brand that helps customers understand and enjoy laboratory-grown diamonds. If you're a retailer looking to build your own range, see our price list or contact us.
Sources: GJEPC Solitaire, Business Standard, YourStory
