Netflix is adding a desi twist to its luxury reality slate, but not without controversy. The streaming giant has announced Desi Bling, a glossy new reality series that promises a peek into the extravagant lives of wealthy Indians based in Dubai. Even before its release, however, the show has found itself at the centre of online chatter, and not all of it flattering.

Set against Dubai’s signature backdrop of towering penthouses, luxury cars and opulent parties, Desi Bling leans heavily into spectacle, ambition and social status. Netflix has not confirmed an exact release date, only stating that the series will begin streaming “soon” – a term that, in streaming parlance, could mean anything from a few weeks to several months.

The show appears to follow the template popularised by Netflix’s own Dubai Online discussions around Desi Bling began almost immediately after the announcement, with much of the spotlight falling on Kundrra and Prakash. Several social media users questioned their inclusion, with one remark asking, “Since when did they become elite in Dubai? (sic)”

The teaser and overall aesthetic have also drawn sharp reactions. Words like “cringe”, “terrible” and “eewww” have surfaced across platforms, signalling a lukewarm, if not dismissive, response from sections of the audience.Bling, focusing on high-gloss lifestyles and curated drama. The cast includes actors Karan Kundrra and Tejasswi Prakash, astrologer Janvee Gaurr, and entrepreneurs Satish Sanpal and Rizwan Sajan, among others.