New Delhi, May 28 -- Malabar Gold & Diamonds is exploring an entry into the lab-grown diamond market with a distinct branding strategy, joining a small but growing list of large jewellery retailers eyeing the nascent segment.

The company is studying consumer interest in lab-grown diamonds and evaluating how best to position its offering, said M.P. Ahammed, chairman of the Kerala-headquartered group. "We want to come in with a different proposition with a separate identity and not mix it with natural diamonds, as customers are different. We will formalize something," he said on the sidelines of a press conference in Delhi.

Malabar has not yet set a timeline for its venture.

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