Having spent time in India - couple of things came to mind.... They decorate all cars - part of the culture... It pleases the gods.
Gold is a type of status measure. Even when you go to the jewelry store, they sell the necklaces etc by weight. I overheard several conversations between Indian people where status was defined by amount of gold owned.
Much of the decorations in India are Persian based.. buildings, fabric and rugs etc... Beautiful.
While it may appear to be a waste to us, I'm sure there are many people there that are thinking it is lovely.
The problem of the poor in India wouldn't be solved by the $$ put into this car - and Tata - the manufacturer has extensive programs to train, educate and employ the underprivledged in India.