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Who Is Nupur Sanon, Actor Kriti Sanon's Sister, And Why Her Clothing Brand Is Facing Criticism?
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Kriti Sanon's sister Nupur Sanon launched Nobo in 2024. The brand is now under fire for selling "basic" outfits at sky-high prices.
Nupur Sanon, best known as the younger sister of Bollywood actor Kriti Sanon, is facing social media heat over her recently launched clothing line Nobo. While Nupur made her entertainment debut through hit music videos like Filhall opposite Akshay Kumar and ventured into films with the Telugu movie Tiger Nageswara Rao in 2023, it's her foray into fashion that's currently making headlines for all the wrong reasons.
Who Is Nupur Sanon?
Nupur Sanon, a singer and actress, rose to fame with Filhall and its sequel Filhall 2 – Mohabbat. She is also known for her musical covers shared on social media. Although she has yet to make her Bollywood debut, her popularity continues to rise. Nupur is currently rumoured to be dating singer Stebin Ben, whose hits like Sahiba, Thoda Thoda Pyaar, and Rula Ke Gaya Ishq have gone viral.
Why Is Nupur Sanon's Brand Facing Backlash?
Launched in 2024, Nupur's label Nobo promises minimal, modern silhouettes that blend Indian and Western aesthetics. However, Reddit users and social media critics are calling out the brand for its steep pricing and 'unoriginal" designs. Critics have highlighted how the label is selling 'basic-looking" clothes for up to Rs 27,000, sparking debate on whether celebrity-backed brands are disconnected from their audiences.
On the official website, the most expensive lehenga is a Banarasi design priced at Rs 21,000. In the Indian wear section, the costliest suit set is listed at Rs 26,500, while the most affordable item costs Rs 7,700. Western wear includes a skirt and crop top set that retails at Rs 20,000, and the cheapest product is a pair of shorts priced at Rs 2,400.
Reddit threads filled up with mocking commentary. One user wrote, 'No Bo is short for 'Nobody Bought it.'" Another quipped, 'These are the ugliest clothes I've ever seen, good lord." A third post sarcastically read, 'I think her brand name is incomplete cause she clearly forgot to write Label NoboDY IS BUYING THIS OVERPRICED FAST FASHION SHIT FROM ME."
Despite the backlash, Nobo has been endorsed by several celebrities including Kriti Sanon herself, Uorfi Javed, Sanjana Sanghi and influencer Rida Tharana.
First Published:
June 16, 2025, 21:30 IST
