Nupur Sanon, sister of Bollywood actress Kriti Sanon, recently launched her clothing brand, NOBO – No Boundaries, in collaboration with her mother, Geeta Sanon. While the brand aims to offer a diverse range of styles, from traditional Indian wear to bohemian and western chic ensembles, it has quickly come under fire for its pricing strategy. Social media users have been criticizing the brand for selling what they perceive as "basic" clothes at exorbitant prices, with some items reportedly costing around ₹27,000.
The criticism primarily revolves around the perceived lack of originality and the high price tags attached to the clothing. Many social media users have expressed their disbelief and tagged the designs as outdated. Some comments have directly accused the brand of "scamming people" by charging such high prices for seemingly simple designs. This sentiment is echoed across various online platforms, where users are questioning the value proposition of NOBO's offerings.
According to Nupur Sanon, the inspiration behind NOBO stems from her mother's influence and her own love for unique patterns and vibrant colors. She envisioned the brand as a one-stop-shop for women seeking both traditional and unconventional clothing, a space "that caters to everything without restricting women to one style." Nupur has stated that she wants to embrace every mood of a woman with different styles of dressing. The brand aims to be inclusive, offering clothes for various occasions, from resort wear to office meetings and festive celebrations.
Despite the brand's vision and the Sanon family's entrepreneurial spirit, the pricing has overshadowed the initial positive buzz. The designs are being called basic and outdated. The high price point has become a major point of contention, leading to accusations of money laundering.
Several factors could be contributing to the brand's pricing strategy. These might include the use of high-quality materials, ethical production practices, and the brand's positioning within the luxury or designer segment. However, without clear communication regarding these aspects, consumers are left to perceive the prices as unjustified.
This controversy highlights a growing trend of consumer awareness and scrutiny of pricing practices, particularly in the fashion industry. With the rise of social media, consumers are more empowered than ever to voice their opinions and demand transparency from brands. For NOBO, addressing these concerns and providing a clear justification for its pricing strategy will be crucial in building trust and credibility with its target audience.
Nupur Sanon has stated that it is a good time for entrepreneurs, especially for homegrown brands. She also acknowledges the importance of customer feedback in building a brand. This indicates the brand will adapt and change according to customer needs.
Ultimately, the success of NOBO will depend on its ability to convince consumers that its clothing offers value that justifies the price. This could involve showcasing the quality of materials, the craftsmanship involved, or the brand's commitment to ethical and sustainable practices. Otherwise, NOBO risks alienating its target audience and solidifying the perception of being overpriced and out of touch with consumer expectations.
