Shares of Titan Company rose on Monday as the Tata Group jewellery maker prepared to open its first exclusive lab-grown diamond jewellery store in Mumbai under the new brand beYon – from the House of Titan on December 29, 2025, signalling the company’s entry into the growing lab-grown diamond (LGD) segment. Investors responded positively with the stock gaining nearly 1 % to a day-high as the market reacted to the strategic move.
Titan said the beYon brand will offer a curated range of LGD jewellery along with lifestyle products like sarees, perfumes and handbags, aimed at contemporary women consumers. The launch reflects Titan’s strategy to expand beyond traditional jewellery categories and tap into emerging demand for sustainable and affordable diamond alternatives.
Brokerage opinions on the impact of the beYon launch were mixed. Morgan Stanley maintained an Overweight rating with a target price of Rs. 4,062, viewing the foray into LGD jewellery as aligned with shifting consumer preferences and Titan’s diversified brand portfolio. Investec reiterated a Buy rating with a target of Rs. 4,248, calling the move a constructive addition that can help Titan capture rising LGD demand while leveraging its execution strengths.
On the other hand, Citi kept a Neutral rating with a target of Rs. 4,125, cautioning that the LGD venture might not significantly boost growth or earnings due to low entry barriers, limited differentiation and falling LGD prices. The brokerage also flagged potential valuation risks given Titan’s increased presence in the segment shortly after its collaboration with De Beers to promote natural diamonds in India.
Titan’s stock performance this year has already been robust, with the shares up around 23 % on a year-to-date basis, indicating investor confidence in the company’s broader strategy.
