SANTA CRUZ(TIP): Indian American Tushar Atre, California‘s  Santa Cruz-based tech executive who was kidnapped from his home on Tuesday, October 1, has been found dead inside his BMW car.

Santa Cruz county sheriff’s office posted an update:

“Sadly, the body found yesterday has now been identified as 50-year-old Tushar Atre. This is still an ongoing investigation, but we have reason to believe the motive was robbery”

Earlier the sheriff’s office said, “We have some unfortunate news, we have found the car associated with this case along with a deceased person. That person has not been identified. Our detectives are still working on this case. KIDNAPPING: We need the public’s help in locating the victim of a kidnapping. The victim has been identified as 50-year-old Tushar Atre.

Around 3:00 a.m. this morning Tushar was taken from his home on the 3000 block of Pleasure Point Drive during a crime. He was last seen getting into his white 2008 BMW SUV license plate 7CUG581. If you have information on where the victim is or see the car, please call 911.”

Atre, the CEO of a Santa Cruz digital marketing firm called AtreNet Inc. and owner of a cannabis business, also had a website design company