The world’s first gold jewellery car was unveiled in Mumbai on Monday by Tata Group chairman Ratan Tata. The car incorporates beautiful designs, made with the precious stones of different colours, set on the gold and silver body of the car. The Tata Nano is an innovatively designed car made with the idea of bringing affordable cars to the Indian masses across rural and small-town India.
The car celebrates 5000 glorious years of jewellery making in India. Thirty devoted artisans have dedicated their time and expertise to create this masterpiece. About 80 kgs of 22 Karat gold, approximately 15 Kg of silver, gem stones including diamonds pearls, emeralds, rubies and beads worn by Hindu brides in a necklace. It showcases 14 techniques of Jewellery making – from the intricate Filigree work to the delicate and colourful Meenakari work, from the stunning Kundan to the traditional Naqashi work – all were incorporated to bring ‘HER’ to life.
Bhaskar Bhat, Managing Director, Titan Industries, said, “Since eternity jewellery made with gold and precious stones has been an integral part of the Indian woman’s life. Jewellery for Indians is an embodiment of culture and tradition and so over the years, craftsmen have meticulously used their unmatched skills to showcase this in their designs.
“Our brand Goldplus aims to offer a wide range of beautifully crafted jewellery with traditional and intricate designs. Paying homage to 5000 years of Jewellery tradition in India, we conceptualized to create ‘The World’s first gold jewellery car’ incorporating a variety of techniques.”
C.K. Venkataraman, COO Jewellery Division, said, “Indian jewellery has been an epitome of innovation and creativity and has carved a niche worldwide for itself for the intricacy of the designs crafted out of precious metals and stones. “Through this effort we wanted to showcase the expertise of diverse Indian Jewellery making proficiency. Nothing could have been better than a Tata Nano, as there is a perfect synergy between the two brands that cater to the common man.”
“We plan to take this ‘World’s first jewellery car’ to all Goldplus markets. With this celebration, we salute the craftsmen who gave everything to the art of Jewellery-making over the years,” said Venkataraman.
After its glittering launch in Mumbai Monday evening, the Goldplus Nano Car will travel during the next 6 months to all the Goldplus jewellery showrooms at 29 locations around India. If you have dreams of adding this gold car to your jewellery collection, the sad news is this valuable and fully functional car is not for sale. The closest that a few lucky customers will get is to sit in it for photo.
When it comes to over-the-top marketing efforts, this gold car 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. The bangle was melted down – hopefully the car will live on.
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