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Tata Unveils the First Gold Jewelry Car

Sep 19, 2011 11:14 AM   By Dilipp S. Nag
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RAPAPORT... Tata Sons' chairman, Ratan Tata, unveiled the world’s first "gold jewelry" car that was crafted by Goldplus, a mass market jewelry retail brand of Titan Industries Ltd. The gold jewelry automobile was created to celebrate 5,000 years of jewelry making in India.

The Goldplus car was crafted from 80 kilograms of 22-karat gold, approximately 15 kilograms of silver and gemstones, with the help of 14 techniques of jewelry making and 30 artisans. It took about six months to make the car. gold car

''Through this effort we wanted to showcase the expertise of diverse Indian jewelry 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,'' said C.K. Venkataraman, chief operating officer for the jewelry division of Titan Industries.

Bhaskar Bhat, managing director of Titan Industries, stated that the Goldplus brand aims to offer a wide range of beautifully crafted jewelry with traditional and intricate designs. The company is planning to take the jewelry car to all its Goldplus markets to exhibit it, he added.
 
''We are present in 30 towns. The car will be on the road for the next five months as a part of our marketing initiative,'' Venkataraman said.
 
He added that the company may also look at auctioning the car at a later date.
 
''We will see. At the end of the day, we would certainly like it to be owned by somebody. There is a lot of value to it,'' Venkataraman concluded.

Tags: automobile, car, Dilipp S. Nag, gold, Jewelry, tata
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