Titan Company Ltd. has launched 'beYon', a new brand for lab-grown diamond (LGD) studded jewelry, aiming to capture a growing market segment. The company plans to price beYon competitively, between ₹3,000-₹25,000 per carat, and will sell it both online and offline. Titan will source LGDs from trusted suppliers rather than manufacturing them, focusing on the studded jewelry aspect where LGDs can lower price points compared to natural diamonds. Management anticipates minimal cannibalization of existing brands like Tanishq.