The jeweled Tata Nano will travel throughout India

Tata+Nano+Gold+Car 002 The jeweled Tata Nano will travel throughout India

The Tata Group Chairman Ratan Tata had unveiled at the Tata Theatre a lavishly decorated Tata Nano resplendent with gold and silver jewels. With 176 pounds of 22 karat gold and 33 pounds of silver along with various precious and semi-precious stones and gems, the humble Nano no doubt has been at the cynosure of everyone’s attention. The Wall Street journal has marked this $3,000 vehicle car after being bejeweled as $4.6 million with all trimmings. Interestingly, Tata Motors also owns the luxury brands of Jaguar and Land Rover though none of the brands sports a model in its line up that costs as much as the golden Nano.

Tata Motors has also announced the Nano decked with all the gold and silver will be in public view for six months on the Indian roads. So while Indians can watch the car, there will only be a few lucky people would have the opportunity to sit inside the car and take photographs.

Goldplus, a chain of jewelry store will do the promotional campaign and it is their duty to brand the car in the semi-urban and rural market. This flashy car is there only to celebrate the 5,000 years of jewelry market in India. The Chief Operating Officer CV Venkataraman of Titan Industries opines that Nano is the middle-class aspiration and it is his belief that Nano will appeal in the core market of Goldplus. To him, it is the only vehicle available at an affordable rate in the Indian market.

There will be a lot of contests in each visit of Tata Nano in various places of India only to make the promotional campaign of the car a gala event. There will be a lot of exciting events waiting with the campaign. It will help to draw crowds to see this car. While doing this campaign CV Venkataraman believes that some Indian might buy this decked Nano to keep it as a family heirloom. “500 years from now that would be quite a family heirloom, wouldn’t it?” the COO said.