Kriti Sanon’s Sister Nupur Sanon’s Clothing Brand NOBO Trolled for Overpriced ‘Sarojini-Style’ Fashion

Nupur Sanon, sister of Bollywood star Kriti Sanon, has come under heavy online criticism for the pricing of her newly launched fashion label, NOBO (No Boundaries). The label, co-founded by Nupur and her mother, presents itself as a premium fashion brand offering both Indian ethnic and Western styles. However, what was intended to be a glamorous launch backed by celebrity clout has quickly spiraled into a PR nightmare as netizens slammed the brand for selling “basic” fashion at “ridiculous” prices.

The controversy began when fashion-conscious users noticed the high price tags attached to clothing that many felt looked strikingly similar to items sold in budget-friendly Indian street markets such as Sarojini Nagar in Delhi and Colaba Causeway in Mumbai. For example, the most affordable item listed on the website is a pair of shorts costing ₹2,400, while more elaborate ethnic outfits, such as Banarasi kurta sets, are priced as high as ₹26,500. Western wear options go up to ₹20,000, with even the simplest tops costing several thousand rupees.

This sharp disparity between perceived value and price led to a flood of sarcastic and critical reactions online. Social media platforms were inundated with memes, jokes, and direct accusations aimed at the brand’s pricing strategy. One Reddit user remarked, “NoBo is short for ‘Nobody Bought it,’” while another commented, “I’ve been to Jaipur and bought better jackets for less than ₹1,500.” Some questioned the legitimacy of the brand entirely, with one user asking, “Is it money laundering of some sort?” The harsh tone of the criticism reflects a growing frustration among consumers who feel that celebrity-led brands are capitalizing on fame while offering little substance in return.

One major point of contention was the use of what looked like paparazzi photos on the brand’s website instead of professional model shots, a move many considered lazy and unprofessional for a supposedly premium label. Some users felt that the site lacked transparency regarding the origin and quality of the fabrics used, making the high prices even harder to justify.

Although Kriti Sanon promoted the brand on her social media, the backlash appears to have overshadowed the celebrity endorsement. Critics argue that the brand heavily relies on the Sanon family name and does not deliver the quality or uniqueness expected from a high-end label.

This incident highlights a broader issue with celebrity-backed ventures, especially in fashion and beauty. In recent years, several star-led brands have been accused of overpricing their products while offering average or subpar value. Consumers today are more informed and value-conscious, and the backlash faced by NOBO is a reflection of this changing mindset.

Unless NOBO addresses the pricing concerns and offers better transparency and value, it risks alienating its target audience. The incident serves as a reminder that in today’s market, fame alone is not enough—brands must earn their reputation through authenticity, quality, and customer trust.