From Ashnoor Kaur’s tech-enabled home to Abhishekh Malhan’s luxurious villa and Dr. Jai Madaan’s stunning sea-facing residence, “At Home” is rapidly becoming one of the internet’s most engaging celebrity home content formats.
Presented by Nesterra and hosted and conceptualised by Nayandeep Rakshit, the series reinvents the traditional celebrity home tour by highlighting the emotional connection people share with their living spaces. Rather than focusing solely on interiors and décor, each episode explores how homes reflect individuality, memories, moods, and lifestyle choices, aligning with Nesterra’s philosophy of creating deeply personal and “YOUnique” spaces.
The series also marks a larger strategic move by Nesterra, the premium home furnishings brand from Sutlej Textiles and Industries Ltd. (K.K. Birla Group), towards building stronger cultural relevance through creator-led storytelling and content-driven engagement.
Season 1 of “At Home” features a diverse lineup of television and digital celebrities including Dr. Jai Madaan, Abhishekh Malhan, Ram and Gautami Kapoor, Jasmin Bhasin, Debina Bonnerjee and Gurmeet Choudhary, along with Remo and Lizelle D’Souza, helping the brand connect with varied audience segments across digital platforms.
The featured homes subtly reflect Nesterra’s design sensibilities and collections. Abhishekh Malhan’s sophisticated interiors mirror the richness of the Silken Roots collection, Dr. Jai Madaan’s elegant spaces resonate with Curtain Bible, while Ashnoor Kaur’s contemporary aesthetic complements the textures and styling of Urban Hides. Through these real homes and personalities, Nesterra’s collections are integrated naturally into the storytelling experience.
The content-first strategy has generated impressive digital traction, with “At Home” surpassing 100 million cumulative views across platforms through both long-form and short-form content formats. Collaborative Instagram reels further expanded audience reach, with Ashnoor Kaur’s content receiving 14.4 million, 2.5 million, and 1.6 million views respectively, Remo D’Souza’s reel crossing 1.4 million views, and Jasmin Bhasin’s content surpassing 2.1 million views.
For Nesterra, these collaborations extend beyond brand visibility, enabling the company to position itself within authentic homes and real-life stories instead of conventional staged environments.
Speaking about her experience, Ashnoor Kaur shared:
“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 of over 132K YouTube subscribers, combined with strong celebrity access, positions the show at the intersection of entertainment, pop culture, and 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 long-term content-driven brand strategy focused on relatability and emotional engagement rather than aspirational marketing alone.
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.”
The brand integration throughout the series remains subtle and contextual, from curated product placements to interactive segments like “This or That”, ensuring Nesterra becomes part of the narrative rather than an interruption.
This celebrity-led and creator-driven approach highlights how Nesterra is evolving its marketing strategy by leveraging content, culture, and collaborations to strengthen consumer affinity.
As audiences increasingly value authenticity in both brands and content, “At Home” positions Nesterra not only as a premium home furnishings brand but also as a facilitator of self-expression within modern living spaces.
