Tata Nano become The Goldplus Nano Car worth Rs.22 Crore

Announced last year, Tata Group’s blindingly blingy Goldplus Nano was finally unveiled on Monday by the ever reliable face of Indian industrial sector Mr. Ratan Tata. Created as a promotional initiative, the fully functional Nano celebrates the 5,000-year-old art of jewelry making in India and was crafted by the Tata Group in collaboration with Goldplus Jewellery, a subsidiary of India’s premium watchmakers Titan Industries. The Goldplus Nano Car is all set to be showcased at 29 Goldplus showrooms across the country. Though the marketing initiative will take the car around the nation for the next five months, the company has hinted that the blingy Nano will ultimately be auctioned off.

The beauty

A truly unique branding effort, the OTT Goldplus Nano Car comes with body panels finished in gold and silver with intricate and decidedly Indian embossing and engraving allowing the car to replicate the classic jewelry patterns that have been in vogue in India especially in the vintage bridal collections.

The bling

Dubbed the world’s first ever jewellery car, the Goldplus Nano Car is crafted out of 80 kilograms of solid 22-k gold and over 15 kilograms of silver as well as a whole lot gems and precious stones including rubies and diamonds.

The making

Employing over fourteen techniques of jewellery-designing that are indigenous to Indian gold jewelry-making have been employed in the awe-inspiring bodywork of the GoldPlus Nano. Centuries-old techniques like meenakari, kundan work, naqashi and filigree work mark the convergence of diverse forms of jewelry making crafts from all across India.

Cost involved

The Goldplus Nano Car is worth an awe-inspiring Rs.22 Crore (approx. US$4.6 million) which makes the price of a base model Nano, Rs.1.40 lakh, look like pocket change.

Final say

Touted as the a car for the common man in India, the gold-and-gems studded Nano marries two of India’s most reliable and trustworthy brands and the publicity stunt provides Indian jewelry making with a unique showcase that the great Indian middle class can easily identify thanks to their love of gold and economical cars!