New Delhi: As Dhanteras festivities light up the country today — a day considered highly auspicious for buying gold and silver — jewellery giant Malabar Gold & Diamonds has found itself at the centre of a social media storm. The Kerala-based brand is facing calls for a boycott after its association with a Pakistani influencer came to light.
How the controversy began
The uproar started after reports surfaced that London-based Pakistani influencer Alishba Khalid had attended the inauguration of one of Malabar’s showrooms in the UK. Her earlier social media posts — where she criticised India’s military operation Sindoor as a “cowardly act” — quickly drew attention and anger online.
Company responds, terminates contract
Malabar Gold & Diamonds clarified that the influencer’s engagement had been handled through a third-party agency and that the company was unaware of her past comments at the time. The jeweller said it has since ended its contract with the agency and expressed regret over the incident.
Legal action to curb misinformation
Amid intensifying boycott calls, the company approached the Bombay High Court, arguing that several social media posts falsely labelled it as “pro-Pakistan.” The court granted an interim injunction ordering the removal of 442 URLs carrying defamatory content and restrained users from publishing new posts with similar allegations.
Boycott calls on festive day
Despite the company’s clarification, social media platforms like X (formerly Twitter) and Instagram are flooded with boycott appeals, urging consumers not to buy jewellery from Malabar on Dhanteras. Many users accused the brand of being insensitive to national sentiments during a time of heightened patriotic feeling.