The House of Titan Expands into the Lab-Grown Diamond Segment with Launch of ‘beYon’

India is an ‘AND’ market

India has always been a country of “and”, not “or”. Consumers routinely balance tradition with modernity, premium with value, and global with local—often within the same category, and sometimes within the same shopping trip.

Jewellery reflects this behaviour clearly. Shoppers move fluidly across materials and styles—with precious jewellery in gold, natural diamonds, polki, and platinum, as well as silver, CZs, and fashion jewellery—with lab-grown diamonds emerging as another choice in the mix. While natural diamonds continue to carry deep emotional weight and aspiration and remain a storehouse of value, newer formats and innovations are expanding lifestyle and fashion styling possibilities.

“House of Titan” keeps widening lifestyle choices

Over the years, Titan has steadily built the House of Titan into a multi-brand platform (Taneira, Fastrack, Sonata, Skinn, Irth), expanding beyond watches into lifestyle and accessories. This direction is designed to meet evolving preferences, especially among modern women, by offering more ways to express personal style across occasions.

Within that larger approach, beYon is positioned as a fashion-forward concept aimed at exploring how lab-grown diamonds can expand and elevate the accessible lifestyle accessory space, with Titan not offering an exchange option on the lab-grown diamond component.

beYon: Titan’s first step into lab-grown diamonds

beYon introduces lab-grown diamond jewellery and accessories designed for contemporary wear, with an accessible price architecture. The initial range is expected to fall between ₹10,000 and ₹1,00,000. Under its approach to lab-grown diamonds, Titan does not offer exchange on the diamond component for beYon jewellery, reinforcing its positioning as a fashion-forward and lifestyle-led proposition.

beYon is presented as a product of human ingenuity and innovation—“what technology can create”—and is structured with clear indulgence and fashion codes, as opposed to investment, culture, or heritage. Given that lab-grown diamonds are a tech-driven category with abundant supply, Titan enables customers to indulge freely in this category without the exchange expectations typically associated with precious jewellery.

Natural diamonds remain central to Tanishq, Mia, and Zoya

Titan’s entry into LGDs through beYon is framed as an addition—not a shift away from natural diamonds. Tanishq, Mia by Tanishq, and Zoya continue to anchor their diamond propositions in natural diamonds, where rarity, preciousness, and emotional significance remain core to milestone-led purchases, long-term value associations and everyday statements.

To strengthen consumer confidence in this space, several Tanishq Diamond Expertise Centres have been launched recently, offering tools such as a Diamond Caratmeter, Lightscope, and Inclusion Viewer to help consumers better understand natural diamonds and make informed decisions.

Looking Ahead

India’s jewellery landscape thrives because it accommodates multiple truths simultaneously. Natural diamonds remain a preferred choice for emotional purchases, everyday statements, celebrations, and meaningful milestones, driven by rarity and aspiration.

Lab-grown diamonds, by contrast, are positioned as a fashion- and lifestyle-led category, supported by abundant supply and evolving pricing. For lab-grown diamonds, Titan does not offer an exchange option on the diamond component, clearly differentiating the category from natural diamonds.

Titan’s exploration through beYon is intended to address these distinct segments, seeing LGDs as an independent opportunity to onboard a wider cross-section of women, mirroring how the company’s lifestyle portfolio under the House of Titan is designed to coexist with its precious jewellery business.

Moneycontrol Journalists are not involved in creation of this article.