Titan expands House of Titan with launch of lab-grown diamond brand beYon

Titan is widening the House of Titan portfolio with the introduction of beYon, a lab-grown diamond (LGD) jewellery brand designed for today’s style-forward consumer. From Fastrack and Raga by Titan to Titan EyePlus, Skinn, IRTH, and Taneira, House of Titan brings together brands that cater to distinct consumer needs across various categories.

The brand opened its first store in Mumbai on December 29 and plans to expand to Delhi in the coming months.

In India, buying behaviour is rarely defined by either-or choices. Titan’s internal research indicates that consumers confidently move between multiple preferences and price points, often within the same category and even within the same shopping journey, based on intent and occasion.

Jewellery demonstrates this clearly. The market comfortably accommodates precious jewellery like gold, natural diamonds, polki and platinum on one side, and fashion jewellery like CZ, American diamonds and other contemporary formats on the other. Lab-grown diamonds now add another option to this fashion jewellery space, especially for customers seeking design variety and everyday styling.

beYon is being built as a fashion jewellery and lifestyle brand, focused on trendy design, and frequent wear. With this clear positioning as a tech-first man-made portfolio, beYon does not offer exchange on the LGD stone component, as the products are sweetly priced between ₹10,000 and ₹1,00,000, aimed at expanding choice for consumers who want affordable and fashion jewellery for their personal wardrobes.

Titan’s precious jewellery portfolio anchors its natural diamond offerings through brands such as Tanishq, Mia by Tanishq and Zoya, positioning diamonds across occasions ranging from milestone purchases to everyday wear.

To deepen consumer understanding in the category, select Tanishq stores have also introduced Diamond Expertise Centres to support education-led discovery and more informed choices around natural diamonds.

A portfolio designed to address multiple jewellery segments
With beYon, Titan is placing its first step in lab-grown diamonds through a distinct, lifestyle-led proposition within the House of Titan. At the same time, Titan’s precious jewellery brands like Tanishq continue to strengthen the natural diamond narrative, serving consumers seeking jewellery for occasions, legacy, and long-term value.