Published on: October 18, 2025 | 4:38 PM IST

Kerala-based jewellery chain Malabar Gold & Diamonds is facing boycott calls and public criticism amid the Dhanteras festival, a day considered auspicious for buying gold and silver, following controversy over its association with a Pakistani influencer.

The Controversy

The row traces back to September, when Malabar Gold & Diamonds collaborated with London-based Pakistani Instagram influencer Alishba Khalid to promote their showroom inauguration in London. Khalid had earlier mocked India’s Operation Sindoor as a “cowardly act,” sparking outrage among social media users.

Several users accused the company of being a “sympathiser of Pakistan”, linking the brand to anti-India sentiments. The backlash intensified on social media during the festive Dhanteras period, traditionally a peak season for gold sales.

Legal Intervention

In response, Malabar Gold & Diamonds approached the Bombay High Court, seeking protection against defamatory social media posts. The company submitted a list of 442 URLs allegedly spreading false claims and requested an injunction to prevent further posts.

Last month, a bench of Justice Sandeep Marne ordered:

• Removal of posts calling the jewellery brand a “sympathiser of Pakistan.”
• Social media platforms were instructed not to allow further defamatory content related to Khalid’s promotion of the brand.

Meanwhile, Hindu activist Vijay Patel reported that his X (formerly Twitter) account was withheld in India following the court order, despite his posts supporting the Indian Army.

Malabar Gold’s Clarification

The company explained that:

• Khalid was engaged via JAB Studios to promote their Birmingham showroom before the Pahalgam terror attack in April 2025, when she had publicly condemned India’s Operation Sindoor.
• Malabar Gold claimed it was unaware of her Pakistani origin at the time.
• Her services were discontinued once the controversy emerged.
• The company argued that using a UK-based influencer cannot justify spreading defamatory content or calling the brand anti-national.

Despite the legal intervention, social media outrage has persisted, prompting calls for a boycott during the festival season, affecting the brand’s sales and public image.

This incident highlights the sensitivity around international collaborations and the potential backlash of associating with figures who have publicly expressed anti-India sentiments.