Rajiv Adatia (born May 1988) is a British-Indian model, businessman, motivational speaker, and social media personality. He was born and raised in London, England, in a Gujarati Hindu family. His father Dilip Adatia moved to London from India and ran a small business before passing away during Rajiv's early childhood. His mother Neela Adatia worked at Marks & Spencer to support the family. He holds a degree in Performing Arts and Psychology from a London university. He began modeling at the age of 18 to support his family after his father's death, becoming the face of several domestic and international brands. He later joined the wedding décor company Wed in Style and went on to set up his own event management company. He has been a close childhood friend and Rakhi brother to both Shilpa Shetty and Shamita Shetty, describing himself as spiritually connected to them. He was named ambassador for the #Kind20 movement through The Unity of Faiths Festival Foundation. He entered Bigg Boss 15 as the first wildcard contestant in week 4 (2021), finishing eleventh. He subsequently participated in Khatron Ke Khiladi 12 (2022).

Being the Rakhi brother of Shilpa Shetty and Shamita Shetty, and for his wildcard entry in Bigg Boss 15 (2021) and his participation in Khatron Ke Khiladi 12.

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