Pakistani influencer row hits Malabar Gold ‘hard’ on Dhanteras

New Delhi: Malabar Gold & Diamonds ran into a Dhanteras backlash after its September collaboration with Pakistani influencer Alishba Khalid resurfaced online. Users pointed to her past post on Operation Sindoor and called for a boycott through the festive buying window.

The online heat spiked after the Bombay High Court, on October 18, directed X (formerly Twitter) to withhold activist Vijay Patel’s account in India and take down his posts on the tie-up. Malabar has filed a defamation suit against Patel. The order is interim and the matter is sub judice.

Through the weekend, #BoycottMalabarGold trended widely. Users shared videos and pictures that they said showed thin footfall at select outlets and urged shoppers to pick “homegrown” jewellers. BestMediaInfo could not independently verify store-traffic claims or sales impact.

Mullabar shamelessly earns profits from Hindus by selling gold, while giving iftar parties and scholarships only to Musl!ms 🤡.
> I urge every H!ndu not to buy a single thing from them 🙏🏻

#BoycottMalabarGoldpic.twitter.com/LbGLvU5AT0

— Cosmoshiv 🚩 (@TrinetraWrath) October 19, 2025

No need to buy from M. P. Ahammed owned Malabar Gold & Diamonds

They hired a Pakistani influencer who hates India to promote their products to Indian consumers

And when they were exposed, they attacked @vijaygajera#BoycottMalabarGoldpic.twitter.com/SZLPWMOUXY

— Tushar ॐ♫₹ (@Tushar_KN) October 18, 2025

Malabar has not issued a detailed statement on the boycott. Industry executives said the episode has triggered an internal review of influencer picks and festive marketing. The Kerala-headquartered chain operates more than 350 stores in India and overseas, and Dhanteras is among its peak sales days.

#BoycottMalabarGold worked, Look at their empty stores on Dhanteras. That’s the power of your outrage Hindus.

Any company that supports or funds Pakistani terrorists will pay the price. Remember this. pic.twitter.com/yuoODoE35I

— Voice of Hindus (@Warlock_Shubh) October 18, 2025

The legal move may offer near-term relief, but it does not settle the brand narrative. A court win can coexist with a consumer hit if the boycott storyline dominates the festive news cycle. Media planners said the risk is reputational as much as commercial: even if the company “wins” in court, the week can still be lost at the counter.

The row also underlines the rising scrutiny on cross-border collaborations. Brand safety checks now routinely include historic posts of partners and sentiment scans before high-stakes launches. Interim court orders that geo-restricting accounts or posts are not uncommon in defamation matters, but they rarely end the argument.

Dhanteras typically lifts the jewellery market, yet Malabar’s day was defined by a trending hashtag and a courtroom footnote. The fear inside the trade is simple: even if the company secures legal relief, the episode could leave it looking like it won on paper and lost with buyers when it mattered most.