Nupur Sanon's brand gets extreme reactions from netizens; here's what they said

In a world where celebrity-backed fashion labels are becoming the new norm, Nupur Sanon’s latest entrepreneurial leap seems to have hit a rather bumpy start. The younger sister of Bollywood actress Kriti Sanon recently launched her clothing brand NOBO, short for No Boundaries, but instead of applause, the internet is serving her a major dose of reality.

The label, which claims to use "premium high-quality fabrics," has come under fire from netizens, particularly on Reddit, where users have been openly trolling both the brand’s design sensibilities and its sky-high pricing. From basic patchwork jackets to everyday crop tops, many feel the pieces resemble items easily available on fast-fashion platforms for a fraction of the cost.

One Reddit post that gained serious traction featured screenshots from the brand’s website, with the user questioning, “Is this money laundering or just a blatant scam?” The post sparked a flood of comments, with one user sarcastically noting, “NoBo stands for Nobody Bought it.” Others slammed the website’s lack of professionalism, citing poor product shots and casual paparazzi-style photos that looked far from campaign-ready.

Adding to the debate is the unavoidable comparison with Kriti Sanon’s own venture, Hyphen, which has received praise for its clean branding, fair pricing, and genuine audience connection. Nupur, on the other hand, is being accused of riding on her sister’s coattails without putting in the groundwork needed to earn credibility in the fashion industry.

What seems to have irked netizens the most is the dissonance between the brand’s positioning and the actual product offering. While NOBO markets itself as boundary-breaking and premium, the feedback online suggests the clothes lack originality, quality, and basic styling finesse. From being mocked for amateur photography to being accused of overpricing mediocrity, NOBO is now caught in a digital firestorm.

Only time will tell whether this backlash becomes a lesson in brand-building or a short-lived stumble.