Titan Officially Launches First Lab Grown Collection
June 07, 26
(IDEX Online) - Titan Company officially launched beYon, its first foray into the lab-grown market, on 3 June, marking a strategic pivot for India's largest branded jewelry maker by value.
Titan had long resisted lab growns, and even now it is selling them only at a single, dedicated beYon store and online, rather than at any of its 760 Tanishq, Mia, Zoya, and CaratLane outlets.
The company is targeting a distinctly younger demographic - Gen Z and millennials - rather than its existing brands and views beYon as a bridge to future purchases of natural diamonds.
At the launch last week BeYon unveiled over 1,250 designs of earrings, rings, pendants, necklaces, bracelets, bangles, and nosepins, all available online and many at the dedicated store in Mumbai.
"India is an under-penetrated category for studded... roughly between 12%-15% of the overall jewellery market... lab-grown diamonds, because of its accessible price points, could be an opportunity to bring in many more customers into this category and therefore expand the pie," said Ajoy Chawla, Titan's managing director, in a conference call about the launch.
Prices start at RUP 20,000 (USD 240), with a significant portion of the portfolio positioned around the RUP 1 lakh (USD $1,200) price point, with no exchange policy.
The collection features exotic diamond cuts (marquise, pear, emerald, radiant, oval, princess, cushion, half-moon) alongside classic solitaires, crafted primarily in 14kt and 18kt BIS-hallmarked gold in yellow, white, and rose finishes."
The brand's identity, philosophy, and visual language were developed with Chalk and Chini Creative Services.
"India has never been an either-or market. It has always been an AND market. Natural diamonds AND laboratory-grown diamonds. Occasion jewellery AND everyday brilliance," said Arun Narayan, CEO of Titan's jewellery division.
Pic courtesy beYon.