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.
In other words, everything unaffordable. Gold today stood at 28,147 rupees per 10 grams. Do you want to even do the math on how much that adds up to when you use 80 kg? Perhaps a rather ironic use of the “people’s car,” we think. (If you must know, it’s 225.17 million rupees.)
When it comes to over-the-top marketing efforts, this is not a first for Goldplus. A few years ago, it made the world’s largest bangle. That was a little over 6 feet in diameter and used up 25 kg of gold. It was displayed in Goldplus stores and brought in 300,000 customers to gawk, according to the company. Gold Nano: The People