Shares of Titan Company hit a record high after the Tata group-backed jewellery maker announced its entry into the lab-grown diamond business. The positive response came as several brokerages expressed confidence in Titan’s new foray, citing its strong brands and wide retail network.
On Monday, Titan shares rose nearly 1 percent during the day to touch an all-time high of ₹4,031.70 on the National Stock Exchange (NSE). However, some investors booked profits later in the session, and the stock closed slightly lower at ₹3,985 per share, down 0.18 percent.
Titan recently announced that it is entering the lab-grown diamond segment under a new brand called “beYon”. The company aims to target the growing demand for more affordable diamond jewellery in India. Lab-grown diamonds are seen as a fast-growing category, especially among younger consumers who are price-conscious and open to new alternatives.
According to a regulatory filing, Titan will open its first exclusive beYon retail store in Mumbai on December 29, 2025. The company said the new brand will cater to women’s lifestyle and adornment needs, expanding beyond traditional categories such as watches, perfumes, sarees and handbags.
Brokerages reacted positively to the announcement. ICICI Securities said Titan is well positioned to scale up the lab-grown diamond business quickly due to its strong retail presence and supply chain. Morgan Stanley also welcomed the move, noting that Titan’s management has become more open to this segment over the past year. The brokerage added that Titan’s established jewellery brands such as Tanishq, CaratLane, Zoya and Mia give it a strong advantage.
However, not all views were fully optimistic. Citi pointed out that the lab-grown diamond retail market is highly competitive. It also warned that profitability in this segment is still uncertain, which may lead Titan to expand stores cautiously and focus on long-term growth.
Titan said the beYon brand will offer a curated range of lab-grown diamond jewellery. After the Mumbai launch, the company plans to open a few more stores in Mumbai and Delhi in the near future.
Earlier this year, Titan also announced a long-term strategic partnership with De Beers Group, the world’s leading diamond company. This collaboration further strengthens Titan’s position in the jewellery market.
Overall, Titan’s entry into lab-grown diamonds has boosted investor confidence, reflecting expectations of growth in a new and evolving jewellery segment.
