Malabar Gold Controversy: Why People are Boycotting company and its Products

The Malabar Gold controversy of October 2025 has ignited a significant backlash on social media, with widespread calls for a boycott of the brand. The uproar centers around the company’s recent association with Alishba Khalid, a UK-based Pakistani influencer, whose past remarks have been deemed offensive and anti-India by many netizens.

The Trigger: A Controversial Collaboration

The Malabar Gold controversy erupted after Malabar Gold invited Alishba Khalid to the grand opening of its new showroom in Birmingham, UK, on September 6, 2025. The event was a high-profile affair, with Bollywood actress Kareena Kapoor Khan as the chief guest. However, it was Khalid’s presence that drew sharp criticism. Social media users quickly pointed out that Khalid had previously made derogatory comments about India during “Operation Sindoor,” a military operation that had stirred strong patriotic sentiments across the country.

Screenshots and videos of Khalid’s past statements resurfaced online, showing her allegedly mocking Indian armed forces and expressing views that many interpreted as anti-national. This revelation led to a wave of anger, particularly among Indian social media users, who accused Malabar Gold of being insensitive and unpatriotic for associating with someone perceived to be hostile to India’s interests.

Timing and Sentiment

The timing of the Malabar Gold controversy has further amplified public outrage. It broke just days before Dhanteras, a major Hindu festival associated with prosperity and the purchase of gold and silver. For a brand like Malabar Gold, which heavily relies on festive season sales, the backlash could have significant commercial implications. Many users have taken to platforms like X (formerly Twitter), Instagram, and Facebook to express their disappointment and urge others to boycott the brand during the festive shopping period.

The Broader Implications

This incident has reignited debates around corporate responsibility, nationalism, and the role of influencers in brand marketing. Critics argue that brands operating in sensitive markets like India must exercise greater caution in choosing their ambassadors or collaborators, especially when national sentiments are involved. Others have pointed out that while global outreach is important for business expansion, it should not come at the cost of alienating core domestic audiences.

Malabar Gold & Diamonds, headquartered in Kerala, is one of India’s largest jewellery retailers with a significant international presence. The company has not yet issued a detailed public statement addressing the controversy, which has further fueled speculation and criticism online.

Conclusion

The Malabar Gold controversy underscores the volatile intersection of commerce, nationalism, and social media. In an era where public sentiment can shift rapidly and virally, brands are under increasing pressure to align their actions with the values of their primary consumer base. Whether Malabar Gold can weather this storm and regain public trust remains to be seen, but the incident serves as a cautionary tale for companies navigating the complex terrain of global branding in a hyper-connected world.

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