Shares of Titan Company moved higher today, tracking investor optimism around the company’s entry into the fast-growing lab-grown diamond (LGD) jewellery segment. The stock traded at around Rs 3,715–3,730, gaining close to 1% intraday, as investors reacted positively to the announcement of Titan’s new brand, beYon.

The Tata group company opened its beYon – from the House of Titan, a new jewellery brand focused on lab-grown diamonds, with its first exclusive store in Mumbai on December 29. The company plans to expand the brand to other key markets, including Delhi, in the near term.

The move marks Titan’s formal entry into the rapidly expanding lab-grown diamond segment, which is witnessing strong global demand due to increasing affordability, ethical sourcing, and rising acceptance among younger consumers. From a strategic perspective, the foray allows Titan to participate in a high-growth category without cannibalising its flagship Tanishq brand. Lab-grown diamonds typically offer higher design flexibility, faster inventory turnover and lower input volatility, which can support healthier margins over time.

Market participants see the development as a forward-looking move that strengthens Titan’s long-term growth runway. With India emerging as a key manufacturing and consumption hub for lab-grown diamonds, the company’s early entry is expected to give it a competitive advantage. Analysts believe the initiative complements Titan’s existing portfolio and aligns well with changing consumer preferences, particularly among younger, value-conscious buyers.

At the time of writing, Titan shares were trading around Rs 3,720, up nearly 1% on the day, outperforming the broader market. The stock has remained resilient in recent months, supported by steady jewellery demand, strong brand recall and continued expansion across categories.

The success of beYon will be closely tracked over the coming quarters, as it could evolve into a meaningful growth engine for Titan alongside its core jewellery, watches and wearables businesses.