This famous jewellery brand is facing boycott calls ahead of Dhanteras over a Pakistani link; here’s what you need to know
On the eve of Dhanteras, the day that marks the beginning of Diwali celebrations and when people traditionally buy gold and silver for good fortune, Kerala-based jewellery giant Malabar Gold & Diamonds has come under intense criticism and boycott calls. The backlash began after it was revealed that the company had collaborated with London-based Pakistani influencer Alishba Khalid, who had previously mocked India’s Operation Sindoor, calling it a “cowardly act.”
Last month, after facing widespread online criticism for its association with Alishba Khalid, Malabar Gold & Diamonds approached the Bombay High Court. The court directed Meta, X (formerly Twitter), Google, and other platforms to remove online posts that the company said were offensive and damaging to its reputation.
The jewellery brand told the court that it was being wrongly portrayed as “pro-Pakistan.” The controversy, which started in September, has flared up again now just before Dhanteras, a key festive day when gold and silver sales are at their peak across India.
Kareena Kapoor is the brand ambassador
The controversy began after the company inaugurated its newly expanded showroom in Birmingham on September 6, 2025, where Bollywood actress Kareena Kapoor Khan served as the chief guest. The invitation extended to Alishba Khalid, drew criticism after screenshots of her earlier social media posts resurfaced. Alishba had earlier criticised India’s Operation Sindoor, but she has since deleted her old posts from May, where she targeted India’s military action against terrorist camps in Pakistan and Pakistan-occupied Kashmir (PoK).
What was Alishba Khalid’s controversial connection?
At that time, Alishba had written on Instagram and X (Twitter): “I know that 60% of my followers are from India, but honestly, I don’t care anymore. I care about my country, my people, and standing on the right side of history.”
However, she ignored the fact that Operation Sindoor was aimed only at terrorist bases, not civilians. The site she described as a mosque was, in reality, a Jaish-e-Mohammed training camp, where terrorist Hafiz Saeed used to incite people to wage jihad against India.
Who owns Malabar Gold & Diamonds?
Malabar Gold & Diamonds is owned by M. Ahammed, a billionaire businessman from Kerala. The company said that Alishba Khalid was hired through a UK-based agency, JAB Studio, in May before her controversial comments about India became public.
Malabar also clarified that it had no knowledge of her anti-India views and has ended all ties with her since then.
However, after videos from the London showroom launch resurfaced online showing her presence, many social media users accused the brand of being insensitive and began calling for a boycott of Malabar Gold & Diamonds.
Business spread across 14 countries
Malabar Gold & Diamonds recorded an annual global revenue of USD 7.5 billion in 2025, and according to its official website, it is the fifth-largest jewellery retailer in the world. The company operates in 14 countries, including India, the UAE, the US, the UK, and Canada.
The renewed calls for boycotting Malabar Gold & Diamonds appear to have surfaced just before Dhanteras, a time when both Indians and NRIs traditionally buy gold and silver jewellery to mark the start of the festive season and symbolise prosperity.
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