Outside India, Titan already has exposure to the lab-grown diamond category. Through its subsidiary, TCL North America Inc, the company holds a 17.5% stake in Great Heights Inc., a US-based retailer of lab-grown diamond jewellery
Mumbai: Titan Company, part of the Tata Group and India’s branded jewellery maker by scale, has entered the lab-grown diamond segment, marking a shift for an industry that has largely focused on natural diamonds. The company’s move reflects changes taking place within the diamond jewellery market in India.
In a regulatory filing, Titan announced the launch of a new brand, ‘beYon—from the House of Titan’, which will focus only on lab-grown diamond jewellery. The brand will open its first standalone store in Mumbai on December 29, 2025 with more stores planned in Mumbai and New Delhi in the short term.
The launch places Titan among a group of established jewellery players in India that have begun exploring the lab-grown diamond segment. Lab-grown diamonds are chemically and optically identical to natural diamonds but are produced in laboratory settings. Until now, this category has largely been driven by start-ups and digital-first brands, while many established jewellers have followed a wait-and-watch approach.
Outside India, Titan already has exposure to the lab-grown diamond category. Through its subsidiary, TCL North America Inc, the company holds a 17.5% stake in Great Heights Inc., a US-based retailer of lab-grown diamond jewellery operating under the Clean Origin brand. Titan’s decision to launch a dedicated brand in India indicates that the company views domestic demand as ready for expansion.
Lab-grown diamonds have seen increased acceptance among consumers, particularly those seeking alternatives to natural diamonds. Industry executives note that consumer interest is influenced by factors such as pricing, traceability and transparency, as well as perceptions around sourcing. These factors have found relevance among first-time buyers and urban consumers.
There is a clear price difference between natural and lab-grown diamonds. A two-carat natural diamond can cost around Rs 15 lakh, depending on quality, while a lab-grown diamond with similar colour and clarity may retail for approximately Rs 40,000, based on industry estimates. This difference has influenced purchasing decisions, especially within non-bridal jewellery categories.
For India’s diamond trade, which has longstanding links with heritage, rarity and resale value, the growth of lab-grown diamonds presents both challenges and opportunities. While natural diamonds continue to dominate wedding-related and investment purchases, lab-grown diamonds are finding use in daily wear and gifting segments. It remains to be seen whether Titan’s entry will encourage other established jewellery houses to follow.
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