Lab-grown diamond industry: Ellixr partners with Beta Group
Kochi / November 11, 2025
Kochi, Nov11: Ellixr Jewels has inducted multibillion-dollar conglomerate Beta Group to its Board of Directors, adding steam to the Kerala-based start-up’s 22 years of strides in the diamond industry through lab-grown technology.
Beta, founded and chaired by Rajmohan Pillai, has Raj Narayanan Pillai as its Director. The Group’s association marks a new chapter to the growth story of Ellixr, co-founded by Sairaj P.R, Midhun Ajay, Muneer M and Rahul Pachigar. The 2003-registered company soon began functioning from Mumbai and Surat as well, pioneering sustainable luxury in the country by offering lab-grown diamonds.
Ellixr’s founders point out that the market potential for lab-grown diamonds in South India remains largely untapped, even as the demand is steadily rising. This is because consumers, particularly millennials and Gen Z, shift their preferences toward sustainable and value-driven choices, according to Sairaj.
“The new generation of consumers is not only redefining luxury but also prioritizing ethical and environmentally conscious alternatives,” he notes. “This aligns perfectly with Ellixr’s vision of accessible and sustainable elegance.”
Rajmohan Pillai, while highlighting Beta’s “deep trust in Ellixr’s vision, values, and commitment”, said his Group joined hands with the jewel company to support its mission of “revolutionizing the industry through sustainable and technology-driven practices”.
This strategic partnership brings together Beta Group’s legacy and Ellixr’s modern approach, Pillai said. “It sets the stage to position Kerala as a global hub for sustainable luxury and lab-grown diamonds.”
The lab-grown facility ensures a stark cut in production cost. For instance, a piece of natural diamond worth Rs 5 lakh can be readied for Rs 50,000 when grown in a lab without causing any environmental harm of mining.
The company’s latest breakthrough came during Huddle Global 2024, organized by the Kerala Startup Mission (KSUM) in Kovalam near Thiruvananthapuram, where Ellixr showcased its collection to a wide range of audience. Gradually the company went on to expand its market not only within Kerala, while unlocking partnerships and opportunities beyond the state.
With growing awareness among jewelers and the public about the value and sustainability of lab-grown diamonds, Ellixr is now witnessing a surge in demand. Their diamonds, certified by IGI, GIA and SGL, are crafted using advanced technology that replicates natural formation under high temperature and pressure, ensuring unmatched quality and ethical production.
As for Beta, the Kollam-based Group has grown from its local roots into a multibillion-dollar transnational conglomerate with a diversified presence across FMCG, logistics and sports management. This is besides a rapidly-expanding portfolio in startup investments and emerging sectors across India. Guided by Rajmohan Pillai, Beta is renowned for its innovation, sustainability, and global ambition.
KSUM is the nodal agency of the Kerala Government for entrepreneurship development and incubation activities in the state.
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