Malabar Gold & Diamonds hit by boycott calls on Dhanteras after tie-up with Pakistani influencer Alishba Khalid; Bombay HC orders deletion of defamatory posts.
Kerala-based jewellery chain Malabar Gold & Diamonds is facing organised boycott calls and a social media storm during Dhanteras after controversy over its association with London-based Pakistani influencer Alishba Khalid. The row dates to September, when Khalid — who had publicly criticised India’s Operation Sindoor after the Pahalgam attack — was named among promoters at the inauguration of the brand’s UK showroom. Social users accused the company of “sympathising with Pakistan,” triggering trending hashtags and calls to avoid the store during India’s biggest jewelry shopping day.
The company moved to the Bombay High Court seeking protection from defamatory posts and asked platforms to remove material that linked the brand to Pakistan. In its petition Malabar Gold said the influencer engagement was handled via JAB Studios for the Birmingham showroom and that Khalid’s services were discontinued once concerns arose; the brand also submitted a list of 442 URLs it said contained harmful content. A bench granted an ad-interim injunction ordering removal of posts that labelled the company a “sympathiser of Pakistan.”
The dispute has mixed legal and commercial angles: while the court order aims to curb targeted trolling, activists and a section of consumers kept boycott messages alive on X and Instagram, potentially denting festive sales and footfall in key outlets. Brand managers warn that reputational issues during peak festival buying can cause sharp short-term revenue loss and long-term trust erosion if not handled by clear PR, proactive platform takedowns and consumer outreach.
Watch next: whether the Bombay HC injunction holds on appeal, how social platforms comply with removal orders, statements from JAB Studios or the influencer, and the brand’s on-ground footfall and sales figures over Diwali week. For publishers, emphasise verified court orders and company statements when reporting to avoid adding to circulating defamation.
