PUNE: Datta Phuge, the Pune businessman who came to be known as "gold man" after he wore a pure gold shirt, was allegedly beaten to death in front of his son.
The 48-year-old was found dead at a large ground in Dighi early on Friday morning.
Mr Phuge was reportedly attacked by a dozen men who dragged him out of his car, struck him with a sickle and pounded him to death with huge stones before running away.
The police say Mr Phuge and his 22-year-old son were invited by one of the suspects to celebrate a birthday.
Four years ago, the high-profile businessman posed in a 22-carat gold shirt worth over Rs. one crore, with Swarovski crystal buttons and a matching gold belt.
The 3.5 kg shirt, crafted by 15 goldsmiths from Bengal according to legend, did get him noticed.
Mr Phuge, a member of Sharad Pawar's Nationalist Congress Party, grabbed prime time space on many Marathi television channels.
The husband of a former civic corporator, had a money-lending and chit fund business.
Police suspect a financial dispute and have detained four persons.