The backlash erupted after people took offence to the company's collaboration with a London-based Pakistani Instagram influencer, Alishba Khalid, known for mocking India's Operation Sindoor as a "cowardly act".

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 app

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