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January 9, 2026Titan aims for the ‘pole position’ in the LGD category with its brand ‘beYon’
Ajoy Chawla- MD Titan
Tata Group firm Titan is aiming for the ‘pole position’ in the lab-grown diamond (LGD) category with its brand beYon. The company, best known for brands such as Tanishq, Mia and Zoya, had announced last week that it was entering the LGD space with beYon at a time when consumption in the segment has grown on the back of falling prices.
“In beYon, we are playing to win,” Chawla, who took over as Titan MD on January 1. “We aim to be in the pole position in lab-grown diamonds,” he said, adding that the company would take cues from its gold and studded jewellery playbook for beYon.
Chawla said that the LGD market had potential for growth in India. “It is very early at this stage and we know that we can launch beYon, even while evolving and continuing to invest strongly in our existing precious diamond brands, which are Tanishq, Mia, CaratLane and Zoya,” Chawla said.
