₹1800 Strawberries & Black Corn: Inside the World's Most Expensive Supermarkets!
It’s a classic play on the "middle-class couple out of their element" trope that their audience laps up. Between Mumbai’s Food Square and LA’s Erewhon, they’ve managed to rack up millions of views by simply pointing at expensive fruit.
Source: Video metrics and internal tracking estimates as of publication.
Fruit Markets for Bentley & Porsche Owners
In their videos, the couple explores what can only be described as the “Louis Vuitton of supermarkets”. These are elite boutique-gourmet grocery stores where the parking lots are filled with Bentleys and Porsches, and the aisles are packed with imported, heavily marked-up luxury goods.
Bollywood’s Food Square
The couple’s main channel thrives because they don’t just vlog; they gamify the experience. At Food Square, a celebrity hub for the likes of SRK and the Bachchans, the focus was on “alien produce.” We’re talking about black corn that looks like a prop from Stranger Things and red bananas that cost more than a full meal at a local dhaba. Urmila’s reaction to edible flowers was a highlight—essentially calling them out as “Instagram-only” props rather than actual food.
Hollywood’s Erewhon
Then things moved to LA. Erewhon isn’t just a supermarket; it’s a lifestyle tax. Urmila found $20 Japanese strawberries and oxygenated water that costs $25 a bottle. It’s slightly ridiculous, but that’s the point. The Hailey Bieber smoothie at $20 is basically a status symbol you can drink. And let’s not even talk about the $26 gold-plated soap. That part feels calculated, honestly. Who actually buys gold soap for any reason other than a thumbnail?
The real tension happens at the billing counter. Mithilesh’s “kangal” act is his signature, and it works every time. Watching him drop ₹1,000 on a single mango he didn’t even like provides that hit of relatability the audience craves. Whether it’s a candy burger for ₹675 or a $20 berry, the takeaway is the same. The markup is for the pastel box, not the nutrients.
We’re going to see more of this “luxury tourism” content from Indian creators. It bridges the gap between local relatability and aspirational lifestyle. But at the end of the day, as Urmila said,
amir log pagal hain.
Frequently Asked Questions
Mithilesh Patankar and Urmila are popular Indian content creators known for their engaging YouTube videos. They frequently create relatable vlogs that contrast their middle-class perspectives with ultra-luxurious, aspirational lifestyles and locations.
Food Square is an elite boutique-gourmet grocery store located in Santacruz, Mumbai. It is known as a celebrity hub frequented by Bollywood stars, offering highly expensive, imported, and exotic produce.
Erewhon is a luxury supermarket in Los Angeles known for its premium, organic, and heavily marked-up goods. It functions as a lifestyle brand and status symbol, featuring extravagant items like $25 oxygenated water and $20 imported strawberries.
The Hailey Bieber smoothie is a highly popularized, $20 premium wellness beverage sold exclusively at Erewhon in Los Angeles. It has become a viral status symbol across social media platforms.
According to YouTube Analytics metrics, the viral Food Square vlog featuring Mithilesh Patankar generated massive momentum, amassing over 7.1 million views.
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#Editorial Verdict
Paying ₹1,800 for a single strawberry is basically a premium way to rediscover that water still tastes like water A $25 bottle or a ₹1,000 mango might deliver a quick “billionaire thrill,” but it fades fast once reality kicks in. Bhai, itne paise mein toh poori fruit mandi aa jaati!.
Disclaimer: View counts, financial data, and social metrics cited are based on third-party analytics and publicly available tracking data at the time of publication. DailyStarLife does not guarantee the real-time accuracy of these figures. Prices for items mentioned are subject to change by the respective retailers.
