As Bharat prepares for Dhanteras the sacred festival marking prosperity, light, and renewal, Kerala’s Malabar Gold & Diamonds, one of the world’s largest jewellery retailers, finds itself at the centre of a storm of national outrage. The reason is its collaboration with London-based Pakistani influencer Alishba Khalid, who had mocked India’s Operation Sindoor, describing it as a “cowardly act” and glorifying Pakistan’s military propaganda.
The timing of this revelation on the eve of one of the biggest gold-purchasing festivals in India has set off a massive boycott campaign across social media platforms, with calls for Indians to reject brands that “undermine the dignity of the nation and its armed forces.”
The outrage first flared when Hindu activist Vijay Patel took to X to expose the company’s link with Khalid. His post struck a chord with thousands of patriotic Indians: “So MP Ahammed-owned Malabar Gold wants to send me to jail for exposing their Pakistani influencer collaboration, who mocked our Operation Sindoor.”
https://twitter.com/vijaygajera/status/1978394748307096063
He slammed Malabar Gold of betraying Indian sentiment by choosing to associate with a Pakistani influencer despite her record of anti-India rhetoric. “As an Indian company, it’s your first duty to hire Indian influencers. You failed in it. Instead, you worked with someone who openly insulted our Army,” he wrote.
According to Patel, instead of addressing the issue responsibly, Malabar Gold has now resorted to legal intimidation, filing a case to restrain him from making further comments.
“I’m ready to go to jail for the pride of our Army,” Patel declared. “This is not about me versus Malabar. It’s about Bharat versus business arrogance. Let’s see who wins — your money and power, or the people’s conscience.”
In the "@vijaygajera vs Malabar" case :
-They are accepting that they hired Pakistani influencers.
-They are accepting that those Pakistani influencers have posted anti-India content on their social media.
-Vijay’s post merely stated plain facts.
-They are also admitting that… pic.twitter.com/4Ky0Ev5ATr— Mr Sinha (@Mrsinha) October 16, 2025
Patel also reminded his followers of Pakistan’s bloody record in terror attacks against Hindus referring specifically to the Pahalgam massacre, where 26 pilgrims were killed, including 24 Hindus, after terrorists identified them by religion. “Pakistan has the blood of innocent Indians on its hands. For an Indian company to associate with anyone glorifying that nation’s lies is unforgivable,” Patel said.
Who is Alishba Khalid?
Alishba Khalid, a London-based Pakistani digital creator with over 137,000 Instagram followers, runs Downtown Studio London and Downtown Travellers. In May 2025, soon after India’s Operation Sindoor a targeted military strike against Pakistan-based terror camps she posted anti-India propaganda, echoing Pakistan’s military narrative.
In one now-deleted post, she wrote, “What a cowardly act, India. You failed to provide any proof. You attacked at night, killed civilians near a mosque, and called it a victory. The world’s largest democracy has shown its hypocrisy. Pakistan Zindabad!”
In another, she said, “I know that 60 per cent of my followers are from India, but I don’t care anymore. I care about my country and standing with Pakistan. To those influencers staying silent shame on you!” And finally, standing in front of a Pakistani flag, she added, “Shame on you, India! Killing the innocent isn’t strength. Our turn will come.”
The truth, however, is starkly different, Operation Sindoor targeted Jaish-e-Mohammad terror training centres in Pakistan-occupied territory not mosques or civilian homes. The site she referred to as a “mosque” was, in reality, a radical indoctrination hub run by Hafiz Saeed’s network, where jihadists were trained to infiltrate Indian soil.
Months later, in a stunning act of corporate blindness, Malabar Gold invited the same influencer to the inauguration of its new showroom in London, where she was seen posing with the brand’s ambassador Kareena Kapoor Khan.
As the outrage grew, Malabar Gold & Diamonds approached the Bombay High Court, claiming it was being unfairly branded as “Pakistan sympathiser.” The company argued that it had hired Alishba Khalid through UK-based agency JAB Studios, and had “no prior knowledge” of her political posts.
The court ordered Meta, X, Google, and other digital platforms to remove “defamatory” content about the company.
While Malabar severed ties with Khalid and blamed the agency for “due diligence lapses,” many Indians saw this explanation as too little, too late. The fact remains: a multi-billion-dollar Indian brand, operating in 14 countries, collaborated with an individual who publicly insulted India’s Army and celebrated Pakistan’s propaganda and did so barely months after a deadly terror attack on Indian soil.
Social media erupted with renewed boycott calls as the Dhanteras shopping season began, “On the eve of Dhanteras, boycott Malabar Gold, Joyalukkas, and Tanishq. Stop funding those who don’t value our Hindu traditions or national pride.”
Another wrote, “Malabar collaborates with the same Pakistani influencers who cheered against India during Operation Sindoor. This is not marketing; it’s moral bankruptcy.” Alishba Khalid had earlier worked with Joyalukkas, another Kerala-based brand.
Founded by M P Ahammed, Malabar Gold & Diamonds boasts a global revenue of $7.5 billion and operates across India, the UAE, the UK, the USA, and Canada. It has built its empire largely on the trust of Indian particularly Hindu consumers who consider gold sacred during auspicious occasions.
But that trust is now under severe strain. For millions of Indians, gold isn’t just a commodity; it’s a symbol of culture, faith, and respect for sacrifice. And for a brand so deeply rooted in India to associate knowingly or unknowingly with an influencer who insulted India’s sovereignty and the Army’s courage has struck a raw national nerve.
This is not merely about brand ethics it’s a moral test for corporate India. When companies profit from the emotions of the Indian people, they also bear a responsibility to protect national sentiment. Malabar Gold’s attempt to distance itself after the controversy is seen by many as damage control, not accountability. As Vijay Patel said:
“This isn’t just about gold. It’s about Bharat. When our soldiers risk everything for the tricolour, companies can’t insult them in the name of global marketing. We don’t need apologies. We need integrity.”
On this Dhanteras, lakhs of Indians will light diyas for Ma Lakshmi, praying for wealth and happiness. But many are also choosing to make a statement that national pride outweighs profit.
