On the eve of Dhanteras, which signals the beginning of Diwali festivities and when many people buy gold and silver for prosperity, Kerala-based jewelry giant Malabar Gold & Diamonds is facing strong boycott calls and scrutiny. The backlash started when people reacted negatively to the company’s collaboration with Alishba Khalid, a London-based Pakistani Instagram influencer known for mocking India’s Op Sindoor, referring to it as a “cowardly act.”
Malabar Gold face backslash and boycott calls
Last month, Malabar Gold & Diamonds approached the Bombay High Court after dealing with online backlash tied to Alishba Khalid. The court instructed Meta, X, Google, and other platforms to remove content the company claimed was offensive and damaging to its reputation. The jewelry brand informed the court that it was being portrayed as a “Pakistan sympathizer.”
The controversy began in September and intensified right before Dhanteras, a peak time for gold and silver sales in India. The issue started after the opening of a new Malabar Gold & Diamonds showroom in London, where Alishba Khalid was invited as a brand promoter.
Alishba Khalid criticize India’s Op Sindoor
Khalid dismissed 60% of her Indian followers and criticized India’s Operation Sindoor, based on misinformation spread by the Pakistani ISPR. She posted on Instagram, “What a cowardly act, India. You failed to provide evidence of Pakistan’s involvement. You chose to attack at night, targeting a mosque and taking civilian lives. The world’s largest democracy has shown the greatest hypocrisy… PAKISTAN ZINDABAD.”
Owned by Kerala-based billionaire M Ahammed, Malabar Gold & Diamonds claims it hired Khalid through UK agency JAB Studios before her controversial comments emerged in May. Malabar insisted it had “no knowledge” of her anti-India views and has since cut ties.
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