Nupur Sanon, actress and sister of Bollywood star Kriti Sanon, is currently facing heat on social media after her fashion brand NOBO (short for No Boundaries) came under fire for what many users have called “overpriced fast fashion.” While the brand aims to position itself as a premium label offering Indo-western pieces for the modern Indian woman, online users don’t seem convinced by the price tags attached to its collection.A quick glance at the NOBO website shows that the least expensive item listed is a pair of casual shorts priced at Rs. 2,400, while the most expensive product—a traditional kurta set—costs a steep Rs. 26,500. Western wear items include a skirt and crop top combo retailing at Rs. 20,000. Even the simplest dresses start at around Rs. 7,000. As of now, neither Nupur Sanon nor Kriti Sanon has addressed the backlash publicly. Whether the brand will revise its pricing or respond to the criticism remains to be seen, but it has certainly sparked a larger conversation around accessibility and authenticity in celebrity fashion ventures.
