Jewellery brand Malabar Gold & Diamonds is facing widespread boycott calls on social media after its collaboration with London-based Pakistani influencer Alishba Khalid, who had earlier described India’s Operation Sindoor as a “cowardly act.” The controversy erupted just days ahead of Dhanteras, a key gold-buying festival in India.

How it started

The row began after Malabar Gold inaugurated a new showroom in the United Kingdom, with Bollywood actor Kareena Kapoor attending as the chief guest. Khalid was among the brand promoters at the event and was seen posing with the actor in a now-deleted Instagram Reel.

Social media users, led by X (formerly Twitter) user Vijay Patel, accused the brand of associating with a Pakistani influencer who had expressed anti-India sentiments. Patel wrote that the company’s collaboration was “not acceptable at any cost.”

Malabar’s legal response

Instead of issuing a public clarification, the company approached the Bombay High Court, alleging a malicious online campaign against it. During the September 29 hearing, Malabar’s counsel stated that Khalid was hired through a third-party agency (JAB Studios), and her participation had been confirmed before the Pahalgam terror attack.

The company maintained it had no prior knowledge of Khalid’s views and terminated the partnership immediately after learning of her remarks. The counsel also alleged that the issue was being “amplified as part of a targeted campaign” to harm the brand’s image during the festive season.

The Bombay HC granted an ad-interim injunction, directing platforms such as Meta, X, and Google to remove 442 URLs related to the controversy and to take down any misleading or defamatory content that may resurface.

Why the controversy reignited

The issue resurfaced after Vijay Patel claimed on October 15 that Malabar Gold was trying to take legal action against him. In a post on X, he said, “As an Indian company, it’s your first duty to hire only Indian influencers instead of Pakistani ones… I will choose jail instead of bowing down to a company that hires anti-India influencers for their profit.”

His post reignited public anger, drawing renewed calls to boycott the jewellery brand.

‘Never bought, never will’: Public reactions

Social media users flooded the platform with criticism of the company, with many accusing it of showing “Pakistan sympathies.”

One user wrote, “Malabar Gold UK collaborates with Pakistani influencers to market their product in India at the time of Diwali. The same Pakistani influencers mocked Operation Sindoor.”

Another added, “Never bought from Malabar. Now, never will. Pride in the nation and respect for our soldiers are far more valuable than their gold and diamonds. Threatening social media handles instead of apologising for their deeds is shameful and unacceptable.”

The controversy continues to intensify online, with many urging influencers and YouTubers to speak up against the brand.