Titan Company shares profits on ‘beYon’ debut, the first lab-based diamond store. What do real estate agents say?

Shares of Tata Group heavyweight Titan Company rose nearly one per cent to an intraday high of Rs 4,015 on Monday as investor sentiment strengthened ahead of the opening of its first-ever lab-grown diamond store in Mumbai under the new brand beYon. With today’s rise, the stock has risen for the second session in a row. According to the company, the beYon brand is designed to meet the contemporary lifestyle needs of women by offering a curated portfolio including Lab Grown Diamond (LGD) jewelry, saris, perfumes and handbags.

“We would like to share that Titan will launch the brand ‘beYon – from the House of Titan’ on December 29, 2025 with an exclusive store in Mumbai to cater to the adornment needs of women across lifestyle categories beyond watches, perfumes, saris and handbags,” the company said in an exchange filing.

Here’s what experts have to say

Morgan Stanley maintains Overweight rating on Titan with a price target of Rs 4,062. The brokerage sees Titan’s foray into lab-grown diamond (LGD) jewelry under the beYon brand as a step in the right direction. While management had taken a cautious stance on LGDs 12 to 18 months ago, the outlook has evolved over the past year in response to changing consumer preferences. MS believes this move reinforces Titan’s strategy to stay ahead of trends by building multiple differentiated brands such as CaratLane, Zoya and Mia.

Investec has reiterated its buy rating on Titan with a target price of Rs 4,248, calling the LGD foray a positive strategic move, subject to effective execution. The brokerage believes the new brand will enable Titan to capitalize on rising demand for lab-grown diamonds while leveraging its strong brand value and fulfillment capabilities. As the jewelry industry expands across categories and price points, Investec sees the initiative as a constructive addition to Titan’s long-term growth strategy.

Citi maintains a neutral rating with a target price of Rs 4,125. The international brokerage does not expect the business to contribute meaningfully to Titan’s growth or revenues, due to low barriers to entry, limited differentiation and declining LGD prices. It also flags this move as a potential risk to valuations as it signals Titan’s recognition of LGDs as a threat to the natural diamond sector – especially soon after the company’s August 2025 partnership with De Beers to promote natural diamonds in India. Shares of Titan Company are up 23% on a YTD basis.

(Disclaimer: Recommendations, suggestions, views and opinions expressed by the experts are their own. They do not represent the views of the Economic Times)