MUMBAI: As millions of Indians flocked to markets to buy gold for the auspicious occasion of Dhanteras on Saturday, Kerala-based jewellery giant Malabar Gold and Diamonds found itself at the center of a social media storm. The hashtag #BoycottMalabarGold trended widely, with reports of reduced footfall at the chain’s stores.
The widespread calls for a boycott stem from the jeweler’s recent promotional collaboration with a London-based Pakistani Instagram influencer, Alishba Khalid, who had previously mocked India’s “Operation Sindoor,” calling it a “cowardly act.”
The controversy first ignited in September when Malabar Gold featured Khalid during the inauguration of their London showroom. Social media users quickly unearthed her past comments, leading to a firestorm of criticism. Netizens accused the brand of being a “sympathiser of Pakistan,” a particularly sensitive topic given the long-standing calls by Indian film bodies for a ban on Pakistani artists following the Pulwama attack.
In response to the growing backlash, Malabar Gold has taken legal action. The company moved the Bombay High Court against the social media posts on platforms including Facebook, Instagram, and Google.
According to news agency PTI, the jeweler’s plea stated that the posts were defamatory and actively damaging sales during the crucial Diwali festive season. The company submitted a list of 442 URLs containing the allegedly defamatory content and sought an injunction to prevent its further publication.
