India's largest jewellery retailer Titan is shifting its focus from natural diamonds to the lab-grown diamond (LGD) jewellery segment, launching a new brand, beYon. The first exclusive beYon store will open in Mumbai on December 29, with more outlets planned in Mumbai and Delhi, Titan said.

Titan becomes the second Tata Group company to enter the LGD space after Trent, as Titan aims to appeal to younger consumers looking for affordable, ethical and sustainable jewellery. While the LGD market is still small - estimated to be less than 2% of the diamond jewellery market in India - it is growing at a steady pace, supported by falling prices and increasing consumer acceptance.

However, Titan warns that the segment is crowded and is at risk of commoditization due to low entry barriers and limited differentiation, with retail prices currently hovering between ₹30,000 and ₹50,000 per carat. Despite this, the company's core jewellery business continues to see strong growth, led by brands such as Tanishq, Mia, Zoya and Caratlane.