Ambitious move to untap lab-grown diamond market in Kerala; KSUM startup Ellixr Jewels joins hands with Beta Group

KOCHI: Ellixr Jewels, a unique ID startup under the Kerala Startup Mission, has joined hands with multinational billionaire conglomerate Beta Group. The collaboration will help make Kerala a global hub in lab-grown diamond technology and industry.

Beta Group founder Rajmohan Pillai and director Raj Narayanan Pillai have been inducted into the board of directors of Ellixr Group. Founded by Sairaj PR and co-founded by Mithun Ajay, Muneer M and Rahul Pachigar, Ellixr started in Kerala and operates in Mumbai and Surat.

Beta Group, headquartered in Kollam, is a global billionaire conglomerate with active participation in commercial sectors such as FMCG, logistics, sports management and startup investments in India. The collaboration between Ellixr Jewels and Beta Group is crucial for sustainable growth and attracting international attention. Sairaj PR said that this collaboration will also revolutionise the jewellery industry by adopting innovative technology. Ellixr is paving the way for sustainable luxury by creating lab-grown diamonds that will carry the same purity and brilliance as mined diamonds. There is now a growing demand for environmentally friendly and ethical diamonds. A diamond worth Rs 5 lakh in the market can be purchased for Rs 50,000 through Ellixr.

Sairaj pointed out that the company's breakthrough came when it showcased its lab-grown diamond collection at the 2024 edition of Huddle Global, which is organised annually in Kovalam. Gradually, the market expanded within and outside Kerala. The increased awareness about the value and sustainability of lab-grown diamonds benefited Ellixr. These diamonds are certified by the International Gemological Institute (IGI), Gemological Institute of America (GIA), and Solitaire Gemological Laboratories (SGL). They are manufactured using advanced technology that mimics natural formation under high temperature and pressure. He said that these diamonds ensure unmatched quality and ethical commitment.

The market potential of lab-grown diamonds is still largely untapped in South India. The demand for lab-grown diamonds is increasing as the new generation of consumers, especially those in the younger generation, are paying attention to value-based choices in fashion and luxury. The new generation of consumers not only redefine luxury but are also prioritising ethical and eco-friendly alternatives. This aligns with Ellixr’s aesthetic vision, Sairaj added.