Suspense crime, Digital Desk : Nupur Sanon, an actor and sister of Bollywood star Kriti Sanon, has stepped into the world of fashion with her new clothing label, Nobo (No Boundaries). However, her entrepreneurial debut is facing a storm of online criticism, with social media users slamming the brand for what they call “outrageously” high prices for basic apparel.

The controversy ignited online, particularly on platforms like Reddit, where users pointed out the steep pricing for what appear to be simple, everyday clothing items. A simple white shirt is listed for ₹2,790, a basic black co-ord set for ₹3,990, and other plain dresses carry similar price tags.

Disappointed fashion enthusiasts and potential customers didn’t hold back. Many labeled the venture a “cash grab,” accusing the brand of leveraging its celebrity connection to justify prices that don’t align with the product’s perceived value. Comparisons were quickly drawn to fast-fashion giants like Zara and H&M, with commenters arguing that similar or better-quality items are available for a fraction of the cost.

One Reddit user wrote, “2.7k for a plain white shirt? Are they serious?” Another commented, “This is just another celebrity cash grab. The quality probably won’t even be good.”

This public backlash stands in stark contrast to Nobo’s official branding, which promotes its collection as being made from “premium fabrics” with “meticulous craftsmanship.” However, the initial reaction suggests that consumers are not convinced. The situation highlights a growing challenge for celebrity-led brands: in a competitive market, consumers demand more than just a famous name and are quick to call out pricing that seems unjustified.

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