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He has all the tantrums of a star. When Business Today approached him on email, Evan Luthra wanted a cheque to bless the magazine with an interview. He doesn't give a darn about the Indian media. "I get emails every single day, random magazines asking to cover me," he says. But he seeks out those who can write "valuable content about me". Initially, he didn't want to be photographed either, even though his pictures were all over, on Instagram and in the popular Tumblr blog, 'Rich Kids of Instagram' (though later he gave us time). At times, he is on a cruise with bikini- clad women. A bit-sized video posted shows him in an intimate foreplay. He can drink from two bottles at a party, carry champagne guns, and post his dinner bills. We don't know who paid but a "business lunch" bill posted by him at Monaco Grand Prix totalled ?86,388 (around Rs 64 lakh).
Luthra is a 21-year-old Indian - a rare Indian - you would come across in the popular Tumblr blog that features the flashy lifestyle of rich kids from across the world. The blog has 314,000 followers and receives, on an average, 850,000 unique visitors a month. The founders of the blog are in their 20s but remain anonymous. That is probably true of rich Indian 'kids' too; they don't prefer flaunting their extravagant lifestyles. Surely, India has far wealthier people than Luthra, but scroll the blog and you would struggle to find Indians, leave alone the kids of well-known celebrities.
"Anyone who is ultra-rich does not flaunt. At least, not on the social media because...