India’s largest jewelry retailer, Titan Firm, is ready to enter the fast-growing however nonetheless area of interest lab-grown diamond (LGD) jewelry section, marking a shift from its long-held concentrate on pure diamonds.

The Tata Group firm will launch a brand new model, beYon – from the Home of Titan, with its first unique retail retailer opening in Mumbai on December 29.

In an alternate submitting on Friday, Titan mentioned beYon will provide a curated vary of lab-grown diamond jewelry, positioning the model as a part of its broader technique to cater to the evolving adornment wants of ladies past its established classes reminiscent of watches, perfumes, sarees and purses.

The corporate plans so as to add a few extra shops in Mumbai and Delhi within the close to time period.

Titan’s entry makes it the second Tata Group firm to enterprise into the LGD house, after Trent launched its lab-grown diamond model, Pome, final yr.

Lab-grown diamonds account for a small however rising share of India’s Rs 53,512 crore diamond market. The LGD section is estimated to be value round Rs 3,452 crore in FY25 and is projected to develop to Rs 5,179 crore by FY28, implying a compound annual progress fee of about 14%. India produces greater than 25 lakh to 30 lakh lab-grown diamonds yearly, representing roughly 15% of world output, although solely about 10% of this manufacturing is consumed domestically.

Titan’s transfer displays rising curiosity amongst youthful customers, significantly Gen Z and millennials, who’re more and more in search of reasonably priced, moral and sustainable options for on a regular basis jewelry.

Responding to questions on the corporate’s strategy throughout Titan’s Q1FY26 earnings name, Ajoy Chawla, CEO of Titan’s jewelry division, pointed to the speedy tempo of value correction within the section. “Wholesale costs come down a lot quicker. Retail costs in India are hovering between Rs 30,000 to Rs 50,000 a carat. A couple of yr in the past it was a lot, a lot greater, and on a regular basis new gamers are launching and they’re coming in at lower cost factors as nicely,” Chawla mentioned.

“Entry obstacles are reasonably low. Differentiation can be very restricted as we see out there,” he mentioned, including that the section already has round 50 gamers, over 100 bodily shops and a number of other online-only manufacturers. Regardless of this, Titan estimates the lab-grown diamond market to be lower than 2% of the general diamond-studded jewelry market.

Consequently, Chawla warned that the class dangers turning into extremely commoditised except manufacturers construct sturdy mental property and differentiation. “So, there’s a very sturdy likelihood that except you give you a great IP, this might get a really commoditized play, the place the value level results in greater stones or extra stones or extra diamonds for much less value is the place it could head,” he mentioned.

The entry into LGDs comes at a time when Titan’s core jewelry enterprise continues to drive progress. Within the September quarter, complete earnings from jewelry operations, excluding bullion and Digi-Gold, rose 21% year-on-year to Rs 14,092 crore. The home jewelry enterprise, comprising Tanishq, Mia and Zoya, grew 18% to Rs 12,460 crore, whereas CaratLane reported a 32% improve in earnings to Rs 1,072 crore.