As people across India rush to buy gold and silver this Dhanteras, Kerala-based jewellery giant Malabar Gold and Diamonds is facing a major social media backlash. The controversy started because the brand collaborated with a London-based Pakistani influencer, which led to the hashtag #BoycottMalabarGold trending widely during the festive weekend.
The boycott calls have reportedly affected the brand’s sales. Some Malabar Gold stores have seen a decline in customers compared to previous years.
Malabar Gold Faces Boycott: Full Controversy
The issue began in September 2025, when Malabar Gold partnered with Alishba Khalid, a Pakistani influencer known for luxury lifestyle content. Soon after, online users pointed out that she had mocked India’s Operation Sindoor, calling it a “cowardly act.”
This caused outrage among Indian social media users. Many accused Malabar Gold of being “insensitive” and “anti-national” for working with someone who had criticized the Indian armed forces.
Several posts and videos also claimed that Malabar Gold had “supported Pakistan” by associating with Alishba during the launch of their London showroom.
#BoycottMalabarGold Trend
The backlash grew quickly. The hashtag #BoycottMalabarGold trended on X (formerly Twitter), Instagram, and Facebook. Many users shared screenshots and videos urging others not to buy from the brand this Diwali.
Some people connected the issue to earlier campaigns that called for a ban on Pakistani artists and collaborators, which gained attention after the Pulwama terror attack in Jammu and Kashmir.
Reports say that some social media users accused Malabar Gold of “disrespecting Indian soldiers” and demanded that the company issue a public apology or clarification.
Malabar Gold Takes Legal Action
In response to the criticism, Malabar Gold filed a petition in the Bombay High Court against several social media platforms, including Facebook, Instagram, and Google.
The company said that the defamatory posts were hurting their reputation and sales, especially during the festive season.
According to PTI, the jeweller submitted a list of 442 URLs containing what it called false or misleading content. Malabar Gold asked the court for an injunction to stop these posts from being shared further.
The plea said that these posts were affecting customer trust and trying to harm the brand’s image during Diwali, one of the biggest jewellery shopping festivals in India.
Brand Sensitivity During the Festive Season
This controversy shows how closely brands are watched in the digital age, especially when national pride and emotions run high during festivals.
Experts say this incident is a reminder that brands need to carefully check their partnerships and marketing campaigns to avoid public backlash, especially during culturally sensitive times.
Despite the controversy, industry experts believe that gold sales during Dhanteras and Diwali will remain strong across India. However, the Malabar Gold issue has added an unexpected twist to this year’s festive market.
