The idea sparked in the dead of night, a thought born from the endless scroll of my Instagram feed. It wasn’t entirely outlandish: ‘His and hers staff rooms? The folks of the ton are going to love this.’ This wasn’t just any Instagram reel, however. This one featured Ravi Kewalramani, a Mumbai-based real estate influencer with 1.1 million followers, showcasing a triplex penthouse in Mumbai that seemed to exist in another dimension of luxury.
The 16,000 square foot space, with its private elevator, sprawling living room, eight bedrooms, and breathtaking 360-degree views of Lower Parel, was a testament to opulent living. But it was the casual mention of ‘his and hers staff rooms’ that truly encapsulated the sheer extravagance of it all. This dream home, Kewalramani announced with a flourish, could be yours for a mere Rs 120 crores.
The comments section under the reel echoed a mixture of awe, aspiration, and a touch of disbelief. Some wondered how anyone could afford such a palace, while others simply expressed the overwhelming feeling of being ‘out of their league’. I, for one, couldn’t help but compare this opulent world to my own modest 950 square foot apartment in Goa, a far cry from the penthouse paradise.
This juxtaposition, however, is a deliberate strategy, as Kewalramani explained in a subsequent Zoom call. While his Instagram feed may be filled with multi-crore properties, he also caters to a more attainable market segment, focusing on properties in the 50-70 lakh range, which are in high demand.
He acknowledges the diverse audience he attracts, ranging from the genuinely interested buyers to those simply enjoying the shock and awe of it all. This latter group, those who engage with his content for entertainment and escapism, are not his target audience. Yet, they are a significant part of his success, generating millions of views for his reels and pushing the boundaries of what is possible in the world of online real estate.
Kewalramani isn’t alone. A growing legion of social media savvy real estate brokers and agents have become influencers, using the power of viral content to showcase dream residences that seem plucked from the pages of luxury magazines or reality TV shows.
Rafique Merchant, another real estate influencer, stands out for his unique approach. He’s not afraid to use colorful language and a distinct style, which he credits with attracting a diverse audience, ranging from celebrities to Gen Z clients seeking advice for their families.
The real estate market, fueled by the post-COVID housing boom, has seen an unprecedented surge in demand, with prices soaring across the country. This shift in consumer behavior is reflected in the proliferation of gleaming new towers and luxurious gated communities, all vying for a piece of the market.
This shift, however, is not just about brick and mortar. It’s about the aspirational narrative that these influencers are weaving, one extravagant property tour at a time. Whether these videos are a genuine reflection of the real estate market or simply a carefully curated illusion of grandeur, they are undoubtedly tapping into something powerful: the universal desire for a dream home, a place of luxury and belonging in a world that often feels out of reach.
It’s a story that continues to unfold on our Instagram feeds, a constant stream of high-end properties and aspirational lifestyles, prompting us to question our own realities and ponder the elusive nature of the ‘good life.’ And while we may not all be able to afford the penthouse in Mumbai, we can still dream, and for now, that’s more than enough.
