Business · Companies · 1 hr ago
Titan tests design-led strategy for lab-grown diamond brand beYon
Titan, India’s largest jewellery retailer, launched beYon about 10 months ago to sell jewellery made with lab-grown diamonds.
These diamonds are produced using technology, and growing supply has pushed their wholesale prices sharply lower.
Titan wants beYon to stand out through coloured stones, unusual cuts and settings, and choices of silver, vermeil and gold—not just lower prices.
The company also hopes to attract people who might not otherwise buy diamond jewellery, rather than compete only for existing customers.
BeYon is entering a crowded market that includes startups and other established jewellery companies.
India’s lab-grown diamond jewellery retail market is projected to grow from about ₹29.5 billion in fiscal 2025 to ₹63 billion by fiscal 2030.
The challenge for Titan is to show that customers will keep buying beYon for its designs and appeal even as diamond prices fall.
Titan is using its beYon brand to test whether design and coloured lab-grown diamonds can attract buyers as stone prices fall.
The brand offers unconventional cuts and settings, coloured stones, and jewellery in silver, vermeil and gold.
Titan says it wants to expand the diamond-jewellery market, not just compete for existing customers.
Wholesale lab-grown diamond prices were down 97% from 2018 levels by the second quarter of 2026, according to an industry index.
BeYon faces competition from startups and established jewellery companies, and its ability to sustain demand remains unproven.
- Who
- Titan, through its lab-grown diamond jewellery brand beYon.
- What
- Titan is testing a design-led strategy, including coloured stones and varied materials, as lab-grown diamond prices fall.
- When
- BeYon entered the category about 10 months before Mint’s 13 October 2026 article.
- Where
- India.
- Why
- Titan wants to distinguish the brand beyond affordability and expand the diamond-jewellery market.
This story does not have two clearly opposing sides.
Titan launched beYon and Ajoy Chawla discussed the challenge of finding a distinct position for the brand.
Limelight Lab Grown Diamonds raised ₹275 crore to expand its manufacturing and retail network.
Wholesale lab-grown diamond prices were 97% below 2018 levels, according to the Edahn Golan Lab-Grown Diamond Price Index.
Mint reported on Titan’s design-led strategy for beYon as lab-grown diamond prices fall.
- Brand
- beYon, Titan’s lab-grown diamond jewellery brand
- Wholesale price change
- Down 97% from 2018 levels by the second quarter of 2026
- India market value
- About ₹29.5 billion in fiscal 2025
- Projected market value
- ₹63 billion by fiscal 2030
- beYon silver jewellery prices
- ₹2,499–11,999
- beYon lab-grown diamond ring prices
- ₹33,833–1,23,000
What people are saying
We don't want it to be a cheaper alternative. The moment you say it's a cheaper alternative, it loses its value
expand the pie
How will we create differentiation? What will be our IP and therefore what should be our consumer value proposition if we were to play in this?
Sources
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