Nesterra’s At Home Emerges As A Powerful Celebrity-Led Content Property

From Ashnoor Kaur’s tech-enabled contemporary home to Abhishek Malhan’s luxurious villa and Dr. Jai Madaan’s dreamy sea-facing residence, At Home is rapidly emerging as one of the internet’s most engaging celebrity home-content formats.

Presented by Nesterra, the premium home furnishings brand from Sutlej Textiles and Industries Ltd. (K.K. Birla Group), At Home is a conceptually driven content series hosted and conceptualised by Nayandeep Rakshit. The show reimagines the conventional home tour format by shifting the focus from décor alone to the emotional essence of living spaces.

Rather than simply showcasing interiors, each episode explores how different corners of a home reflect moods, memories and personal identity—perfectly aligning with Nesterra’s philosophy of creating deeply personal and “YOUnique” spaces.

Beyond celebrity homes, the series signals a broader strategic shift in how Nesterra is building cultural relevance through creator-led storytelling and content-driven consumer engagement.

Season 1 features a compelling line-up of television and digital-first celebrities including Dr. Jai Madaan, Abhishek Malhan, Ram and Gautami Kapoor, Jasmin Bhasin, Debina Bonnerjee and Gurmeet Choudhary, as well as Remo and Lizelle Dsouza. This diverse celebrity mix has enabled the brand to connect with multiple audience segments across platforms.

What makes the series particularly relevant is how these homes subtly mirror Nesterra’s design language and collections. Abhishek Malhan’s warm, elevated interiors reflect the richness of the Silken Roots collection, Dr. Jai Madaan’s statement spaces resonate with the elegance of Curtain Bible, while Ashnoor Kaur’s sleek and contemporary home echoes the modern textures of Urban Hides. Through real homes and authentic personalities, the show brings Nesterra’s design sensibilities vividly to life.

The content-first strategy has delivered impressive scale, with At Home crossing 100 million cumulative views across platforms and generating strong engagement across both long-form and short-form formats.

On Instagram, collaborative reels have amplified reach significantly. Ashnoor Kaur’s content recorded 14.4 million, 2.5 million and 1.6 million views respectively, while Remo D’Souza’s reel crossed 1.4 million views and Jasmin Bhasin’s content surpassed 2.1 million views.

For Nesterra, these collaborations extend far beyond visibility. They allow the brand to become part of real homes and real stories, rather than existing within staged environments.

Speaking about her experience, Ashnoor Kaur said, “I’m usually quite selective about sharing my home, but ‘At Home’ felt incredibly natural and comfortable. It never felt like a shoot, more like a genuine moment with friends. The response has been overwhelming, especially because it’s a space that’s very personal to me.”

At the centre of the series is creator-host Nayandeep Rakshit, whose growing digital presence backed by over 132K YouTube subscribers and strong celebrity access—positions the show at the intersection of pop culture and meaningful storytelling.

Speaking about the collaboration, Nayandeep Rakshit shared, “The first season of At Home with Nesterra has truly been my most fulfilling experience so far. Nesterra is a brand with a voice and a heart, and that reflects in every aspect of this show. The love we’ve received across platforms has been incredible.”

For Nesterra, At Home represents a conscious move toward content as a long-term brand-building tool that prioritises relatability over aspiration.

Smita Joshi, VP – Home Textiles & Exports, Nesterra, said, “At Nesterra, we see content as a strategic lever to build deeper consumer relevance, not just visibility. ‘At Home’ allowed us to move beyond product showcase to storytelling that reflects real consumer aspirations and identities. The scale of engagement we’ve seen validates our belief that design today is as much about emotional connection as it is about aesthetics.”

Importantly, the brand’s presence within the show remains seamless and contextual, with curated product integrations and interactive segments such as This or That ensuring Nesterra is experienced as part of the narrative rather than as an interruption.

This creator-led, celebrity-backed approach reflects Nesterra’s evolving marketing playbook, one that leverages content, culture and collaborations to build deeper consumer affinity.

As audiences increasingly seek authenticity in both content and brands, At Home positions Nesterra not merely as a home furnishings brand, but as a facilitator of personal expression in modern homes.

Watch the series here At Home Series – https://www.youtube.com/playlist?list=PLOz6FEVt21_-EG_svAbNS9XqmfyHb3GbK