Quit Her Corporate Job, Now Earns Rs 25 Lakh A Reel: The Rise Of 'Rebel Kid' Apoorva Mukhija
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Apoorva Mukhija, known across social media platforms as 'Kaleshi Aurat' or 'The Rebel Kid', earns up to Rs 25 lakh per reel and Rs 2 lakh per story on Instagram
Once a confused engineering graduate navigating breakups and career uncertainty, Apoorva Mukhija, better known online as Kaleshi Aurat and The Rebel Kid, has become a digital powerhouse whose Instagram reels now command a price tag of up to Rs 25 lakh each. With her signature sass and raw, relatable humour, the 23-year-old Delhi native has carved a unique space in the ever-growing content creator industry.
Born on July 28, 2001, into a middle-class family, Apoorva's early life was unremarkable by most standards. She completed her schooling in Delhi, attended DPS Panipat, and later pursued a B.Tech in Computer Science from Jaipur. After graduation, she landed a corporate job at Dell, but it didn't take long for her to realise the 9-to-5 grind wasn't her calling.
It was 2019 when Apoorva first turned to Instagram during a rough patch marked by heartbreak and professional dissatisfaction. What began as short, comedic videos, often exaggerated versions of everyday situations, soon turned into a viral sensation. Her candid delivery, punchy scripts, and fearless takes on relationships, society, and adulthood earned her a loyal young fanbase.
Apoorva's online content struck a chord with the Gen Z audience. Her reels, often blurring the line between satire and reality, were not just funny; they felt personal. By 2025, her follower count had exploded to over 40 lakh on Instagram and more than 10 lakh subscribers on YouTube.
But Apoorva didn't stop at popularity; she turned it into a business. With more than 150 brand collaborations under her belt, including heavyweights like Netflix, Amazon, Meta, Nike, Google, and OnePlus, her rate card is the envy of many in the influencer industry. Reports suggest she earns up to Rs 2 lakh for a single Instagram story, and around Rs 20-25 lakh per reel.
Her offline presence has grown just as fast. Apoorva debuted as an actor in the 2023 web series Who's Your Gynac and followed it up in 2025 with Pakki Baat. She also walked the ramp for fashion veteran Tarun Tahiliani and appeared on the high-profile reality show The Traitors, hosted by Karan Johar, significantly boosting her visibility beyond social media.
Apoorva has been honoured with the 2023 Exhibit Award, the 2024 Cosmopolitan Blogger Award, and the Entrepreneur India Award. In a major milestone, Forbes India ranked her 8th on its list of Top 100 Digital Stars in 2024.
While her exact net worth remains unverified, estimates range from Rs 70–85 lakh to as high as Rs 41 crore, it's clear that most of her earnings stem from brand deals and sponsored content. However, media outlets have not independently confirmed these figures.
Apoorva's confidence and candor can, perhaps, be traced back to her family. Her mother, a teacher, was herself a non-conformist who stood her ground against societal expectations. Her father, a government employee, and her younger brother have also supported her through her unconventional career journey.
She's spoken openly about the emotional aftermath of her early breakup, revealing how it reshaped her life and content. In interviews, she's expressed frustration at how people often judge her personal life based on her online persona. 'Dating in Mumbai is tough when people think I'm always in character," she once remarked.
She is an avid traveller, adventure junkie, and unapologetic Taylor Swift fan. She's also become a strong advocate for mental health awareness, frequently discussing its importance with her followers.
Like many public figures, Apoorva's rise hasn't been without turbulence. In 2025, she found herself at the centre of a storm when an FIR was lodged against her in Mumbai and Assam over comments made during a YouTube show hosted by comedian Samay Raina. The controversy escalated when her mother received threats. Apoorva later issued a public apology.
Other incidents, like her viral spat with influencer Urfi Javed and a fiery exchange with students during a university appearance, also drew headlines and online backlash.
First Published:
June 27, 2025, 17:03 IST
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