New Delhi, Dec. 26 -- Titan Co. Ltd, India's largest jewellery retailer, is finally entering the lab-grown diamond (LGD) segment-a category it had deliberately stayed away from over the past three to four quarters, citing limited evidence of consumer traction. The move signals not a sudden change of heart, but Titan's assessment that the segment may be maturing in terms of pricing stability, consumer acceptance and investment interest, warranting a controlled experiment.

The Bengaluru-headquartered company will open its first lab-grown diamond jewellery showroom, branded "beYon" by the House of Titan, in Mumbai's Andheri on 29 December.

Mint explains what Titan's entry into this segment means for India's nascent LGD market, and for the ...