Ahead of Dhanteras, which will be observed on Saturday, October 18, Malabar Gold and Diamonds faced widespread criticism and boycott calls over its alleged collaboration with London-based Pakistani influencer Alishba Khalid. Notably, the Kerala-based jewellery group faced boycott calls after netizens alleged that Malabar Gold collaborated with Alishba Khalid, a Pakistani influencer. Taking to social media, netizens called to boycott Malabar Gold with #BoycottMalabarGold trending on X (formerly Twitter).

The boycott call came after Vijay Patel, an activist and investigative reporter, reshared his September 10 post in which he criticised Kerala-based Jewellery Group's UK store for collaborating with Pakistani influencers, including Alishba Khalid, who called India's "Operation Sindoor" a co

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