A combination of many things as people have mentioned bad film choices, lack of strong PR, poor networking etc.
That being said, love her or hate her, Sonam has an outstanding knack for being the center of attention and making herself relevant. She's carved out a fashionista niche for herself and works to rule that. You have to give Sonam credit for that. Ameesha didn't really put much effort to make herself relevant despite her shortcomings.Too bad, she was cute and I think she had a knack for funny.
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