Story highlights Proceeds of the auction go toward cleaning of India's holy river

The suit is considered one of the world's most expensive

New Delhi (CNN) A diamond merchant has plunked down $691,890 to buy India's most famous suit.

The suit owned by Prime Minister Narendra Modi got tongues wagging when he wore it to a meeting with U.S. President Barack Obama last month.

Dubbed one of the world's most expensive suits, it sold at an auction Friday. It cost a cool 43.1 million rupees, Surat District Magistrate Rajender Kumar said.

The suit is a popular icon. In addition to belonging to Modi, it had his name embroidered in golden pinstripe all over it.

That had the whole nation cackling about an outrageous fashion faux pas. Wearing it while meeting Obama made the sartorial choice even more provocative.

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