The Tata Nano was an innovation designed to bring affordable cars to the Indian masses across rural and small-town India. Titan Industries-owned Goldplus has made an unaffordable car designed to appeal to the masses with its conspicuous use of gold and jewelry.
If you were looking for a good image for unabashed bling, the car — unveiled in a publicity stunt at the Tata Theater in Mumbai this evening by Tata Group Chairman Ratan Tata — might fit the bill. It even made this Punjabi shudder. Goldplus, which runs a chain of jewelry stores, slathered a Nano with 80 kilograms of gold (22 karat, of course), 15 kilograms of silver, and precious and semi precious stones including rubies, pearls, emeralds, and the black beads worn by Hindu brides in a necklace.
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