Nupur Sanon, better known as sister of Bollywood actress Kriti Sanon, has been subject to fierce online backlash ever since she debuted her new fashion house, which detractors accuse of being “wildly overpriced.” Social media fastened on comparing her case to the storm in a teacup over Deepika Padukone’s skincare range, which had been criticized in the past for high-end pricing.
Sanon’s first collection, termed as “everyday luxury,” consists of co-ord sets and streetwear with high price tags — with some simple outfits costing more than ₹15,000. Angry customers have taken to Instagram and X (formerly Twitter), complaining about the unaffordability of the brand and pushing away ordinary shoppers.
“Just because it’s launched by a celeb sibling doesn’t mean we’ll pay luxury prices for basic cotton wear,” wrote one user, echoing hundreds of similar complaints online. Others questioned the quality and originality of the pieces, calling them “Zara dupes with designer tags.”
It reflects the criticism that befell Deepika Padukone’s 82°E skincare line when it entered with premium pricing but got divided responses on value. Market observers claim celebrity-endorsed businesses now have to walk very cautiously, balancing brand reputation with customers’ expectations in a very vocal digital market.
