Titan Company Limited is expanding its jewellery portfolio with the launch of a new lab-grown diamond brand, marking its entry into one of the fastest-evolving segments of the luxury market.
The Tata group company will open the first exclusive store of its new brand, beYon – from the House of Titan, in Mumbai on December 29. The brand is positioned as a contemporary lifestyle jewellery destination for women, extending beyond Titan’s established categories such as watches, fragrances, sarees and accessories.
beYon will showcase a carefully curated range of lab-grown diamond jewellery, representing Titan’s first dedicated focus on this category. The move highlights the company’s intent to respond to changing consumer preferences, particularly the rising demand for ethically sourced and sustainable jewellery options.
Following the Mumbai launch, Titan plans to scale the brand with additional stores in key metros, including Mumbai and Delhi, in the near term. With beYon, Titan aims to complement its existing jewellery brands—Tanishq, Mia, Zoya and CaratLane—while tapping into a new generation of design-conscious consumers seeking modern luxury with a responsible edge.