As India celebrates Dhanteras—the auspicious start of Diwali marked by gold and silver purchases—Malabar Gold & Diamonds, a leading Kerala-based jewellery brand, is grappling with intense boycott calls and public backlash. The controversy, which erupted in September, centers on the company’s brief collaboration with Alishba Khalid, a London-based Pakistani Instagram influencer who had previously described India’s Operation Sindoor as a “cowardly act” following the April 2025 Pahalgam terror attack.

The uproar began when Khalid was engaged to promote the opening of Malabar’s Birmingham, UK, showroom. Social media platforms, particularly X, erupted with criticism, with users branding the company a “Pakistan sympathiser” and launching the hashtag #BoycottMalabarGold. The timing of the controversy, coinciding with the festive season, threatens the brand’s sales during one of the jewellery industry’s most lucrative periods.

In response, Malabar Gold & Diamonds sought legal recourse, filing a petition in the Bombay High Court against defamatory content across platforms like Facebook, Instagram, Google, and X. The company identified 442 URLs containing material linking it to Pakistan, arguing that such posts were severely impacting its business. On September 29, 2025, Justice Sandeep Marne granted an ad-interim injunction, ordering the removal of posts labeling Malabar as pro-Pakistan and prohibiting further defamatory content related to Khalid’s engagement. The court recognized the potential harm to the brand’s reputation during the festive season.

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Malabar clarified in its petition that Khalid was hired through JAB Studios, a UK-based marketing agency, in May 2025—prior to her controversial remarks about Operation Sindoor. Unaware of her Pakistani origin at the time, the company promptly discontinued her services upon discovering the posts and severed ties with the agency. “Mere utilisation of the services of a UK-based social media influencer at some point cannot be a reason for spreading defamatory content,” the petition stated, emphasizing that Khalid’s role was limited to the Birmingham event.

Despite the court’s intervention, the controversy persists. Hindu activist Vijay Patel claimed his X account was withheld in India following the court order, posting, “My account is withheld in India by order of the Indian court for supporting the Indian Army! Happy Dhanteras,” as reported by the Organiser. This has further fueled public sentiment, with some extending boycott calls to other Kerala-based jewellery brands.

With over 350 stores worldwide, Malabar Gold & Diamonds, founded by M. A. Yusuff Ali, is a Diwali staple for millions. The incident underscores the challenges of influencer marketing in a hyper-connected, geopolitically sensitive landscape. As Dhanteras unfolds, the brand faces a critical test in rebuilding consumer trust amid a storm of online activism.

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