Titan's lab-grown diamond brand beYon resurfaces: first store opened in Mumbai on Dec 29
Resurfacing a December move: Titan launched a dedicated lab-grown diamond brand, beYon, with its first retail store opening in Mumbai on December 29 and more planned across Mumbai and Delhi. The move adds to a portfolio spanning Tanishq, Mia and Zoya, and follows a strong Q2 with jewellery revenue of Rs 16,522 crore (+29.3%) and profit up 59.1% YoY to Rs 1,120 crore.
What happened
Titan enters lab-grown diamond jewellery with new brand beYon, opening first store in Mumbai on December 29 and planning more in Mumbai and Delhi. Move follows
Key facts
- profit Rs 1,120 crore
- +59.1% YoY profit
- jewellery revenue Rs 16,522 crore
- +29.3% jewellery revenue
- domestic jewellery Rs 12,460 crore
- +18% domestic jewellery
- share up 20.69% in 2025
What to watch
- Q3/Q4 jewellery commentary breaking out lab-grown contribution and margin impact
- Additional beYon store openings and city announcements
- Lab-grown wholesale price trajectory and any margin compression signals
- Tanishq/Mia same-store diamond sales for cannibalization evidence
- Competitor lab-grown launches or price cuts
- Titan expands beYon store count across Mumbai and Delhi within 2-3 quarters, then tier-1 metros
- Aggressive digital-first marketing targeting Gen Z/millennial self-purchase and bridal segments
- Competitors (Kalyan, Malabar, De Beers-backed players) respond with own lab-grown SKUs or defensive natural-diamond messaging
- Titan discloses beYon-specific pricing architecture positioned well below Tanishq diamond lines