Tata Group Unveils Jeweled Car

(IDEX Online News) – Goldplus, a jewelry brand from Titan Industries on Monday unveiled what was billed as “the world’s first-ever gold jewelry car.”

The car is a gold and jewel-encrusted Nano that usually retails for about $2,000. It was unveiled by Ratan Tata, chairman of the giant Tata group that owns Titan industries as well as Tata Motors that makes the car.

Intended to “celebrate 5,000 years of jewelry making in India”, the car was covered with 80kg of gold, 15kg of silver and set with a variety of gemstones by 30 artisans. The artisans used 14 different techniques including traditional filigree, meenakari (enamel), kundan (foil-backed stone setting) and naqashi (gold chasing) on the car. This was so that India’s culturally diverse traditional jewelry techniques could all be brought together.

Titan Industries managing director Bhaskar Bhat observed, “Jewelry made with gold and precious stones has been an integral part of the lives of Indian women. Jewelry for Indians is an embodiment of culture and tradition.”

Goldplus is the Titan Industries’ jewelry retail brand aimed at providing consumers in small towns and rural India with assured gold purity in their jewelry. It has 29 stores spread across five Indian states. The Tata group also owns the market-leading jewelry retailers Tanishq.