The Instagram page @DietSabya – a local take on the internationally popular @dietprada handle – has, in no time, simultaneously become the Indian fashion industry’s best friend and biggest nemesis. The anonymous blogger is quick to call out designers who deal in copies, seek “inspiration” from foreign labels, replicate competitors’ campaigns with their own spin and more. A handful of local designers have been vocal about their support for the page, and its importance in the current scenario. Whether the public naming-and-shaming exercise does deter copycats and encourages more originality is a question that might need a little more time to answer.