Comments have ranged from ‘I can buy the same thing for ₹500 from my local mall’ to ‘Gucci culturally appropriates again!’ (as if Indians wearing trousers or skirts culturally appropriate far more appropriately). But, once again, Indian critics are missing the wood for the ‘Jeez!’ – in other words, the value of a brand. It’s the notional price that comes with Gucci that makes the kaftan kaafi special to whoever buys it. Which is why people go for a genuine fake Rolex. In fact, once Indians realise the unchainable power of a brand, the sky is your price tag. And, that would actually mean being able to sell that ₹500 kurta from your local mini-mart at – well, for starters – ₹50,000.