Content creator Apoorva Mukhija, known online as The Rebel Kid, has left India and moved to New York. The 25-year-old influencer made this big decision to escape the never-ending pressure of staying relevant on social media. She is now pursuing an MBA at New York University’s Stern School of Business. In a recent interview, Apoorva opened up about how the demands of being a public figure made her forget who she is outside her online identity.
The Constant Pressure That Pushed Her Away
Apoorva said the main reason behind her move is the constant pressure to stay relevant online. She explained that content creation is not just about making videos. It involves always thinking about what to say next and how to keep people interested.
“I’m moving to the US partly to get away from this constant pressure to stay relevant, reinvent yourself, figure out what you have to say next, and keep maintaining an online persona all the time.”
The influencer admitted that being The Rebel Kid for so long made her lose touch with her real self. She does not know who she is when she is not playing that character.
“I think somewhere along the way, I’ve genuinely forgotten who I am when I’m not being The Rebel Kid.”
She also spoke about the heavy responsibility that comes with fame. Every decision she makes can attract criticism from someone.
“It feels like a lot of responsibility, and sometimes it feels like no matter what I do, somebody is going to criticize it. But at the same time, that is also the beauty of my life.”
Why She Chose New York Over Any Other City
Apoorva’s love for New York City played a big part in her decision to move there. She has traveled to many places but felt a special connection with the city.
“I have traveled quite a lot and when I landed in New York I was like – ‘I really want to live here’. There was something about this city. It’s so fast, everyone is so well dressed, the food is great. I love the architecture and I have seen New York in almost every single web series that I love.”
She wanted to live in New York so badly that she applied to only one college there. She told herself that if she got in, she would go, and if she did not, she would not. She got accepted and made the move.
Leaving Behind a Comfortable Life for Something New
Apoorva acknowledged that she is leaving behind a very comfortable life in India. She has great friends, a nice house, full-time help, and a successful career. She makes good money and is well-known everywhere she goes.
Now she will live in a dorm in Manhattan, study, and be a student again. She does not know anyone there. Even though she is scared, she is also excited about this new chapter.
She admitted that her MBA degree might not directly help her career since she does not want a 9-to-5 job. She could start a business right now if she wanted to. But for her, the real value of this move is meeting new people and expanding her thinking.
“I want to meet new people, and the only way you can do that is through college. Here (in Mumbai), I can only meet new creators through this job. I don’t want my circle to be just creators. My thinking has become very limited, I haven’t touched grass in a very long time.”
She wants to meet people who do not care about the influencer world.
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The India’s Got Latent Controversy and No Regrets
Apoorva’s public journey has not been smooth. More than a year ago, she faced major backlash after appearing on comedian Samay Raina’s show India’s Got Latent. She made a joke that many people found offensive, which led to multiple FIRs being filed against her.
Despite the controversy, Apoorva said she does not regret her past decisions.
“My impulsiveness has definitely come at a cost sometimes. But I don’t think I would go back and erase any of it, because without those mistakes, I wouldn’t be the person I am right now or be standing at this point in my life.”
She believes every mistake and difficult situation has led her to where she is today.
“Every mistake I’ve made, every bad decision, every difficult situation has somehow led me to exactly where I am today, moving to New York, trying to figure out my purpose, searching for meaning, and asking myself what more I want to do with my life.”
No Bollywood Career, Business Is the Goal
Even though Apoorva made her acting debut in the film Nadaaniyan (2025) and has appeared in web shows, she does not see herself building a long-term career in Bollywood.
“I see myself coming back to India, but no, I don’t see myself building a career in Bollywood.”
Her real goal is business. After completing her MBA, she plans to return to India and build her own direct-to-consumer (D2C) brand. She has sold products for different businesses through her content but realized she did not understand important parts of running a company.
“Over the last few years, I’ve sold products for different businesses through my content. But there was a huge part of building a business that I didn’t understand well, like operations and supply chain, which determine whether a company survives.”
She wants to learn about operations, supply chain, unit economics, and margins. She does not just want to be the face of a brand. She wants to understand every part of how a business works.
A Fresh Start in New York
Apoorva shared the news of her move on social media with the caption, “Soo… I don’t live in India anymore”. She is now pursuing her MBA at NYU Stern while continuing to stay active on social media.
She explained that her “kaleshi aurat” phase is over, and she now creates content with a better understanding of what works with audiences. She plans to make content from New York on her own terms and may not post storytime videos as often as before.
The influencer was last seen on the Netflix reality show Lock Upp Season 2, where she entered as an informant for two weeks.
Also Read: Apoorva Mukhija Leaves India, Moves to New York for MBA and Fresh Start
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