'Gold Man' pounded to death in front of his son

Datta Phuge had gained national fame after he presented himself a 'gold shirt'. (YouTube)

‘Gold Man’ Datta Phuge was allegedly beaten to death on Thursday night in front on his son.

The 48-year-old businessman was reportedly beaten by a dozen men in Pune, India, who attacked him with sickle and stones before fleeing, according to local media reports.

His 22-year-old son was spared by the attackers.

Reports suggest father and son were invited for a birthday party by one of the suspects.

In 2012, Phuge shot to fame after he presented himself in a 22-carat gold shirt weighing about 3.5kgs and worth Rs 1.27 crore.