Kerala-based jewellery giant Malabar Gold & Diamonds is facing widespread boycott calls and public fury on the auspicious day of Dhanteras, the start of the Diwali festive season, following a controversy linked to a Pakistani social media influencer.
The backlash, which began in September, stems from the company’s collaboration with London-based Pakistani influencer Alishba Khalid for a UK showroom launch. The collaboration drew heavy criticism after social media users unearthed Khalid’s past posts, where she had allegedly mocked India’s military action, ‘Operation Sindoor,’ as a “cowardly act” following the Pahalgam terror attack earlier this year.
The timing of the renewed controversy—just as the company enters its most crucial sales period—has led to a viral social media campaign urging consumers to #BoycottMalabarGold, with many posts labelling the brand a “sympathiser of Pakistan.”
Bombay HC Intervenes to Remove Posts
Facing significant damage to its reputation and sales, Malabar Gold & Diamonds moved the Bombay High Court against the relentless online campaign.
In its petition, the company submitted a list of 442 URLs containing allegedly defamatory content linking the brand to anti-India sentiments and sought an injunction to curb further attacks. Last month, a bench of Justice Sandeep Marne intervened, granting an ad-interim injunction that directed social media platforms, including Meta, X, and Google, to immediately remove posts that called the jewellery brand a “sympathiser of Pakistan.” The court also restrained the platforms from publishing any further defamatory content related to Khalid’s appointment.
However, the legal action has intensified the conflict. Hindu activist Vijay Patel, who spearheaded the campaign, claimed that his X account was reportedly withheld in India following the court order. “My account is withheld in India by order of the Indian court for supporting the Indian Army! Happy Dhanteras,” he posted, further fueling the outrage.
Malabar Gold Issues Clarification
In its submission to the court, Malabar Gold & Diamonds sought to distance itself from the controversy, clarifying that Khalid’s engagement was a one-off instance.
The company stated that she was hired through a UK-based agency to promote a new showroom in Birmingham and that the collaboration was finalized before her controversial remarks regarding Operation Sindoor in April. Furthermore, the brand claimed it was unaware of her Pakistani origin or political views at the time and confirmed that her services have since been discontinued.
The company argued that the “mere utilisation of the services of a UK-based social media influencer at some point cannot be a reason for spreading defamatory content” and that the concerted online campaign was malicious and aimed at crippling its festive season business. The brand now navigates a challenging Dhanteras as consumer sentiment remains highly charged over the issue of brand patriotism and diligence in influencer partnerships.