From quirky lockdown videos to becoming a social media powerhouse, Apoorva Mukhija—better known online as The Rebel Kid—has built a content empire worth Rs 41 crore. With over 4.1 million Instagram followers, brand deals with global giants, and appearances in Bollywood and OTT shows, Apoorva’s bold, brutally honest content has made her one of India’s most influential digital creators today.
But behind the humour, vlogs, and sarcasm lies a smart, self-made entrepreneur who’s redefining what it means to be a young woman in India’s digital space.
The rise of a ‘Kaleshi Aurat’
Apoorva’s content isn’t polished or filtered—and that’s exactly why people love her. She’s loud, real, and doesn’t hold back. Her fans proudly call her a “Kaleshi Aurat”—a fierce, unapologetic woman who says what others only think.
Her mini-vlogs and satirical reels tackle everything from social pressure and dating to daily life struggles, all with sharp wit. It was during the COVID-19 lockdown that she shot to fame, creating funny, relatable content that instantly clicked with India’s Gen Z.
Turning reels into revenue
While most influencers chase trends, Apoorva built her own. Her confidence and raw storytelling quickly drew the attention of big brands. Today, she has worked with Nike, Meta, Amazon, Maybelline, Swiggy, and even Google and Spotify.
In 2024, she made her Bollywood debut alongside Khushi Kapoor and Ibrahim Ali Khan in Nadaaniyan, and recently appeared in the Prime Video reality series The Traitors, further expanding her presence beyond Instagram.
But the real jaw-dropper? Her earnings. According to Business Today, Apoorva charges between Rs 2 to Rs 6 lakh per Instagram reel, reportedly making about Rs 2.5 lakh a day. From funny videos to full-blown brand campaigns, she’s turned content creation into a full-time business.
Recognised by Forbes
Her efforts haven’t gone unnoticed. In 2023, Forbes India named her among its Top 100 Digital Stars, praising her influence in shaping modern internet culture. For Apoorva, the recognition was more than a badge of honour—it proved that bold, unfiltered content could still be powerful and profitable.
Education and early life of The Rebel Kid
Apoorva graduated from Manipal University, Jaipur, where she studied before jumping into the world of content creation. While her academic background isn’t directly tied to digital media, her interest in tech and marketing helped shape her into the savvy digital entrepreneur she is today.
Apoorva Mukhija’s controversies: When unfiltered content crossed the line
Apoorva’s candidness has also landed her in major controversy. One of her biggest controversies came from her appearance on the show India’s Got Latent, where she made a remark about a woman’s body part. The comment, made during a segment with comedian Samay Raina, went viral for all the wrong reasons.
Social media erupted in backlash, with many slamming the joke as vulgar and offensive. Several viewers filed complaints with the Mumbai Commissioner and the Maharashtra Women’s Commission, calling her comment “disrespectful and harmful to women.” Critics argued that while edgy humour may be part of her brand, there’s a line—and this time, she crossed it.
The controversy sparked a heated debate on the boundaries of digital content, especially from creators who hold large influence among young audiences. While Apoorva did not issue a public apology, she faced intense criticism and calls for greater accountability.
The Rebel Kid’s next move
Despite the backlash, Apoorva continues to create content, build partnerships, and expand into mainstream entertainment. Her story shows that digital fame comes with both power and responsibility. She may be controversial, but there’s no denying her impact.
At just 20-something, Apoorva Mukhija has shown that in 2025, you don’t need to fit into a box to succeed, you just need to own your voice.