New Delhi, Feb. 7 -- Titan Co., the country's largest jewellery retailer by revenue, plans to drive adoption and consumption of natural and lab-grown diamond jewellery as prices remain volatile for the precious stones and gold.

Titan's jewellery division needs to grow all of its arms to "really drive adoption and consumption of diamond jewellery and overall growth of the portfolio, consumer confidence and love for the brands," chief executive officer (CEO) Arun Narayan told Mint on Friday. Apart from India, the company has 30 stores in the Middle East, Singapore, and North America, and plans to grow in these markets, he said.

Only about 12% of the jewellery sold in India is diamond and the majority of the purchases still focus on gold, ...