New Delhi, Feb. 7 -- For years, buying a diamond in India has rested on faith: in certificates, in jargon-heavy grades, and, above all, in the jeweller's reputation.

Now, Tanishq wants customers to rely less on belief and more on evidence.

Across its stores, the brand is rolling out Diamond Expertise Centres (DXC): dedicated in-store laboratories where shoppers can examine stones under specialised equipment, test whether they are natural or lab-grown, understand clarity flaws invisible to the naked eye, and even measure sparkle.

Behind the initiative is Arun Narayan, CEO, Jewellery at Titan Company Limited. In an interview with Hindustan Times, Narayan describes DXC as the culmination of more than a decade of internal work on diamond i...