Priya is an unusual name for a boy, but this one is named after his mother. At 25, his declared wealth is, hold your breath, Rs 770 crore. He can't drive, but owns swanky Mercs, Audis and Mitsubishis (we don't know exactly how many, but it's a big stable). He studied at a modest Vidya Mandira-kind of school. And he dabbles in politics.

Priya Krishna, son of Layout Krishnappa, would be a challenge to marketing wizards who believe this city's moneybags look and behave a particular way. The wizards are convinced the affluent young professional swigs beer at the pubs, catches the latest Bollywood films at the multiplex, and devours the English dailies. Well, not Priya Krishna, or his equally rich peers in the real estate business.