Nupur Sanon Faces Backlash Over High-Priced Clothing Line

Actor and singer Nupur Sanon, sister of Bollywood star Kriti Sanon, is under fire on social media after netizens slammed her newly launched fashion brand for pricing basic outfits at exorbitant rates. The controversy erupted after users called out the “unjustified” pricing of everyday wear, raising questions about celebrity-led brands and their value for money, especially for middle-class buyers in Tier 2 cities.

The Brand and the Backlash
Nupur Sanon recently unveiled her clothing label, aiming to promote comfortable, modern Indian fashion. However, what was meant to be a celebration of her entrepreneurial venture quickly turned into criticism.

Screenshots of products such as simple kurtas, plain crop tops, and cotton co-ords — priced as high as ₹10,000 or more — began circulating online, triggering sharp reactions. Many users commented that such prices were “out of touch” with reality, especially for clothes that looked basic and widely available in local markets at much cheaper rates.

Social Media Reacts
Instagram and X (formerly Twitter) were flooded with comments mocking the pricing, with users questioning whether the celebrity status alone justified such rates. Some even joked about the brand being a “money laundering front,” while others warned fellow consumers against falling for overpriced celebrity endorsements.

For consumers from smaller towns, where budget-conscious shopping is the norm, the pricing sparked conversations about affordability and access in the fashion space. Memes and parody posts also flooded social media, drawing more attention to the issue.

Not the First Time
This is not the first instance of celebrity-owned brands being accused of overpricing. In recent years, several influencers and actors launching lifestyle or fashion ventures have faced similar criticism for pushing luxury prices on everyday products.

Industry experts believe that while brand identity and celebrity associations do allow for premium pricing, the product’s quality, uniqueness, and practicality must also align with the cost to gain consumer trust.

Voices From Tier 2 Cities
Buyers from Tier 2 regions like Nagpur, Indore, and Jaipur, where fashion markets thrive on affordable and trendy wear, expressed disappointment. “Why should I pay ten times more for a basic cotton kurta just because it has a celebrity name behind it?” one user posted.

Such reactions underline the growing awareness and scrutiny among Indian buyers, especially in non-metro cities, where consumers now demand both quality and value, not just branding.

Conclusion
As the debate continues, Nupur Sanon has not publicly responded to the criticism. However, the incident serves as a reminder for celebrities entering the business space to stay grounded in real market expectations. For India’s growing fashion-conscious audience — especially in Tier 2 towns — affordability and authenticity remain as crucial as aesthetics and brand appeal.