Indian jewellery giant Malabar Gold & Diamonds is under fire on social media following its collaboration with UK-based Pakistani influencer Alishba Khalid to promote the opening of its Birmingham showroom. The backlash intensified after Indian activist Vijay Patel accused Khalid of previously posting anti-India content in response to India’s Operation Sindoor, a military operation launched in May 2025 against Pakistan-based terrorists.

Alishba Khalid’s Post

Khalid’s old posts, which have since been deleted, had called India’s military action “cowardly” and accused it of killing civilians. She also claimed 60% of her followers were Indian but stated she didn’t care about their views. Screenshots of her posts resurfaced online, leading to #BoycottMalabarGold trending across platforms like X (formerly Twitter), Instagram, and Koo.

“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,” she posted on Instagram on X.

Calls out other Pakistani influencers

“I know that 60% of my followers are from India, but to be honest, I don’t care any more. I don’t care about them. I care about my country, my people, and standing on the right side of history. To the influencers staying silent just to protect their Indian following. Shame on you,” she wrote in May.

In a separate post, Khalid, posing in front of a Pakistani flag, said, “Shame on you, India! Killing the innocent isn’t strength, it’s pure cowardice. We are not afraid, and we never will be. Just wait now, our turn will come. And we will answer with truth and unshak(e)able strength.”

Public Outrage Ahead of Diwali

The controversy comes at a particularly sensitive time, just ahead of Dhanteras, when gold and silver purchases in India peak due to the festive season. Malabar Gold’s choice to partner with an influencer who had earlier criticised Indian military efforts has drawn significant ire from Indian consumers and social media users.

Adding to the outrage, a now-deleted video from the Birmingham launch showed Khalid posing alongside Bollywood actress and Malabar brand ambassador Kareena Kapoor.

Company Claims Ignorance, Cuts Ties

Malabar Gold & Diamonds has stated that Khalid was hired through a UK-based agency prior to the emergence of her controversial posts. The brand claimed it was unaware of her anti-India sentiments and has since ended the collaboration. Nevertheless, social media users have labelled the move as “insensitive” and “unpatriotic.”

Legal Battle at Bombay High Court

In September, Malabar approached the Bombay High Court, seeking an injunction against what it called “defamatory and misleading” posts online. The court ruled in Malabar’s favour, directing platforms like Meta, X, and Google to remove content damaging to the brand’s reputation.

Despite the legal victory, activist Vijay Patel, one of the defendants, has vowed to continue his fight, saying, “Malabar owes the country an explanation.” His legal resistance continues even as the company maintains silence beyond court filings.

“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,” posted an individual on X.

Potential Damage to Sales and Brand Trust

The controversy could significantly impact Malabar’s festive season sales, as calls for a boycott spread in India and among the diaspora. The brand, which operates in 14 countries and reported revenues of $7.5 billion in 2025, now faces growing scrutiny over its influencer partnerships.

Brand experts warn that unless Malabar issues a public statement addressing the situation, the damage to its image may be long-lasting.

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