Malabar Gold & Diamond faces backlash on Dhanteras over Pakistani influencer collaboration

Malabar Gold faces boycott calls amid Dhanteras, Diwali festival (File image)

As Indians flock to markets to buy gold and silver on the auspicious occasion of Dhanteras, Kerala-based jewellery giant Malabar Gold & Diamonds is facing widespread calls for a boycott on social media. The backlash stems from the brand’s promotional collaboration with London-based Pakistani Instagram influencer Alishba Khalid, who had previously mocked India’s Operation Sindoor.

The controversy first emerged in September when Malabar Gold partnered with Khalid to promote the inauguration of its Birmingham, UK, showroom. Several social media users accused the jeweller of being a “sympathiser of Pakistan,” sparking the viral #BoycottMalabarGold campaign and impacting footfall at its stores during the festive season.

Malabar Gold moved the Bombay High Court, seeking relief from defamatory posts circulating on platforms such as Facebook, Instagram, and Google. According to PTI, the company submitted a list of 442 URLs containing allegedly false and harmful content, claiming these posts were damaging sales during the Diwali festival.

A bench led by Justice Sandeep Marne granted an ad-interim injunction, ordering the removal of posts calling the jewellery chain a “sympathiser of Pakistan” and directing social media platforms to prevent further defamatory content.

Meanwhile, Hindu activist Vijay Patel reported that his X account was withheld in India following the court order. He wrote, “My account is withheld in India by order of the Indian court for supporting the Indian Army! Happy Dhanteras,” as reported by Organiser.

In its petition, Malabar Gold clarified that it had engaged JAB Studios, a UK-based agency, to hire influencers for the Birmingham showroom.

Khalid, a Pakistani national residing in the UK, was selected before the Pahalgam terror attack in April, and the company claimed it was unaware of her nationality at the time. Following the controversy, Khalid’s services were terminated.

“Mere utilisation of the services of a UK-based social media influencer at some point cannot be a reason for spreading defamatory content,” Malabar Gold argued in its court plea, emphasizing that the backlash was based on misinformation rather than the company’s intentions.

This controversy has reignited debates over brand responsibility, patriotism, and social media influence in India, especially during high-stakes festive seasons like Dhanteras and Diwali.