India’s direct-to-consumer market is changing fast, with older consumer brands paying attention to new categories that suit what people want. Titan Company Limited, in India’s jewelry and lifestyle area, is starting a lab-grown diamond jewelry brand called beYon. It’s a way to grow their consumer products.
The company, backed by Tata Group, will first open a beYon store in Mumbai on December 29, 2025. It’s now in the quickly growing lab-grown diamond business. beYon is different from Titan’s other jewelry.
The brand wants to meet the needs of modern women with lab-grown diamond jewelry. It’s for buyers that want modern, sustainable options instead of mined diamonds—popular with people in cities. As people want sustainable options, lab-grown diamonds are becoming a good deal.
Titan plans to grow beYon with more stores in Mumbai and Delhi soon. This slow growth lets them test what people want. It also lets them improve how they sell and make people aware of the brand in cities. This fits as people want an experience in stores.
Starting lab-grown diamonds makes Titan’s jewelry products stronger. It includes Tanishq, Mia, Zoya, and CaratLane. beYon is for a specific category and will not compete with Titan’s mined diamond products. It shows a portfolio-led strategy.
Titan’s jewelry does well. In the September quarter, jewelry income (not including bullion and Digi-Gold) grew 21 percent yearly to ₹14,092 crore. The jewelry business in the country grew 18 percent to ₹12,460 crore, showing demand at all prices. CaratLane, Titan’s online brand, did better with 32 percent growth to ₹1,072 crore. It shows that online is helpful in buying jewelry.
Money was steady, with jewelry EBIT at ₹1,381 crore (11.1 percent margin) and CaratLane at ₹109 crore with a 10.1 percent margin. These numbers show Titan’s strength as it puts money into new item starts and category growth.
Titan joining lab-grown diamonds is important, not just for the category, but what it means. Titan brings size, trust to a new part of the market, which could make people like the category more.
As people know more about lab-grown diamonds, beYon could help Titan grow. With a clear brand, slow growth, and money, Titan’s beYon start shows leaders are creating the next part of India’s retail.
