Malabar Gold & Diamonds has been facing growing boycott calls over its collaboration with a London-based Pakistani Instagram influencer, Alishba Khalid. The influencer, who claims that 60 per cent of her followers are from India, had described India’s retaliatory action against Pakistan – Operation Sindoor – as a “cowardly act”. The fresh backlash came just days ahead of Dhanteras, when people mostly buy gold and silver.

Several people took to X (formerly Twitter) to express their anger. One person simply said, “Boycott Malabar Gold.”

Another suggested, “The YouTubers with large influence should make a video on Malabar, so that Indians should stop buying gold from Malabar.”

But before we look at more reactions from social media, let us understand the controversy.

How did it start?

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