Actor and singer Nupur Sanon, younger sister of Bollywood star Kriti Sanon, is currently facing a wave of criticism on social media following the launch of her clothing label. The brand, which recently went live online, has drawn sharp reactions from users who are unimpressed by the high prices of what they consider to be extremely basic and minimalistic fashion items.
Soon after the website began operations and promotional posts started circulating, netizens took to platforms like Instagram and X (formerly Twitter) to voice their displeasure. Many expressed disbelief at the steep prices attached to simple cotton T-shirts, tank tops, and plain dresses—most of which ranged between ₹5,000 to ₹10,000.
Several users questioned the brand’s value proposition, with one sarcastically commenting, “Are we paying for fabric or for the celebrity’s surname?” Another user wrote, “I’ve seen better stuff on the streets of Sarojini Nagar for a fraction of the price. This is absurd.”
A particularly viral comment drew even more attention, as it bluntly asked: “Is this some kind of money laundering scheme?” Though meant to be humorous, the remark sparked debate around celebrity-led ventures and their pricing ethics. The pricing backlash quickly snowballed, with screenshots of the product listings being widely shared and mocked online.
The outrage was further fueled by a general sense of fatigue surrounding celebrity lifestyle brands that, critics argue, prioritize image over substance. “It’s becoming a trend—start a label, slap a fancy price tag, and expect people to buy because there’s a famous face behind it,” wrote a user in a now-viral thread. “It’s out of touch with reality.”
While Nupur Sanon has not yet issued any official response to the controversy, her team has continued with the brand promotions, sharing styling tips and product photoshoots. However, the backlash continues to mount, with many users calling for transparency and realism from public figures who enter the business world.
Fashion influencers and commentators have also chimed in, noting that while celebrity-backed fashion ventures often draw initial attention, longevity depends on quality, accessibility, and value for money. “People are willing to pay a premium for style and craftsmanship. But there has to be a clear reason behind the price tag. That’s what seems to be missing here,” said a fashion blogger in a recent review.
Meanwhile, some fans of Nupur have stepped up in her defense, urging the public to give the brand time to establish itself and improve. They also pointed out that several luxury and even mid-range labels price their items similarly, and the outrage might be amplified simply because of the celebrity spotlight.
Nonetheless, the controversy has opened up a broader conversation about the responsibilities of celebrities who venture into business. In an age where social media provides instant feedback, audiences are increasingly vocal about what they perceive as tone-deaf or exploitative marketing.
For now, all eyes are on Nupur Sanon to see if she addresses the criticism head-on or lets the storm pass. Whether the brand adjusts its pricing or stands by its current structure remains to be seen—but the backlash has certainly put it on the map, though not quite in the way it may have intended.
