De Beers Bets on Natural Diamonds as Titan Challenges Lab-Grown Market

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AuthorAnanya Iyer|Published at:
De Beers Bets on Natural Diamonds as Titan Challenges Lab-Grown Market
Overview

De Beers CEO Al Cook remains confident in India's natural diamond market, projecting growth to double by 2030 despite Titan's expansion into lab-grown diamonds. Natural diamond sales rose 11% in 2025, positioning India as the world's second-largest market. While lab-grown diamonds expand rapidly, De Beers emphasizes distinctions and evolving consumer preferences for everyday wear.

Natural Diamond Market Momentum

De Beers Chief Executive Officer Al Cook expressed unwavering confidence in the continued growth of natural diamonds within India, forecasting the market to double by 2030. This optimism comes as India solidified its position as the second most important diamond market globally, trailing only the United States. Natural diamond sales in India surged by 11% year-on-year in 2025, marking a four-year streak of double-digit growth.

Lab-Grown Entry and Distinction

The expansion of the lab-grown diamond industry in India presents a growing competitive force. Major players, including the Tata Group's Westside through its Pome sub-brand and Titan Company's new 'beYon' store, are entering this segment. Despite this, De Beers leadership believes these moves will clarify the distinctions between natural and lab-grown diamonds, particularly regarding exchange policies and retail presentation. The Bureau of Indian Standards has also mandated clear labeling for lab-grown diamonds, aiming to prevent consumer confusion.

Consumer Trends and Export Challenges

Growth in India's diamond market is increasingly driven by a shift in consumer behavior. Purchases are moving from occasional events to more frequent, everyday jewelry, fostering a rise in self-purchases and demand for lighter, wearable pieces. This trend benefits both natural and lab-grown diamonds. However, the sector faces challenges, with India's exports of cut and polished diamonds falling over 36% in FY26 due to U.S. sanctions. De Beers anticipates a resolution that could restore zero tariffs on diamonds exported to the U.S.

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