EAST INDIA COMPANY ROLLS OUT SPECIAL EDITION GOLD COINS TO HONOUR SACHIN TENDULKAR

For hardcore Sachin Tendulkar fans across the world, there's a new memento in the market to commemorate the master blaster's glorious career: a special edition gold coin priced £12,000, or about Rs. 12 lakh, from East India Company.

"We thought it was a way to celebrate the strong history and connect between the legendary East India Company and cricket. And who better than the legend?" said Sanjeev Mehta, an Indian entrepreneur who now owns the name of the company that once ruled most of India. East India Company has rolled out 210 limited edition gold coins with special numbers and master blaster's effigy on one side and the Queen's on the other. Paris-based designer Joaquin Jimenez, who is the chief engraver at Monnaie de Paris, designed the coins that weigh 200 grams each.

East India Company has got noncirculating legal tender to design, produce and sell the coins. This 'legal tender', Mehta said, is an official mark of distinction. With this Tendulkar joins the ranks of sporting icons such as Mohammed Ali and Nigel Mansell who are among a few honoured with legal tender coins, he said. The coins will be sold across the world, Mehta said.

East India Company had also produced 60 limited edition coins to mark the 60th anniversary of Queen Elizabeth II's reign. Tendulkar, who holds several batting records in world cricket, retired last year after his 200th test match. From cola cans to sports jerseys, companies have rolled out several mementos as a tribute to the only batsman who has scored 100 international centuries.

Earlier this year, Mumbai-based Valuemart Gold and Jewels had launched Sachin Tendulkar gold and silver coins. Created through a royal charter from Queen Elizabeth I in 1600, East Indian Company at its peak accounted for half the global trade. It was disbanded after the Indian Rebellion of 1857 when the British government took over its assets. Atiny part of the firm, with a small tea and coffee concern as well as the trading name, lived on.

Mehta acquired its rights from 33 different shareholders in 2005, and invested £20 million, or close to Rs. 200 Crore, over five years to relaunch The East India Company as a luxury brand. In 2010, the Mahindra Group took a minority stake in the company that sells luxury products and experiences like jewellery, coins, real estate, hospitality etc. Mehta did not disclose the company's turnover.