On the eve of Dhanteras, which marks the start of Diwali festivities and when gold and silver are purchased by scores of people for prosperity, Kerala-based jewellery giant Malabar Gold & Diamonds is facing fierce boycott calls and scrutiny. 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".

Last month, Malabar Gold & Diamonds moved the Bombay High Court after facing online backlash for its association with Alishba Khalid. The court then directed Meta, X, Google, and other platforms to remove content the brand claimed was offensive and damaging its reputation. The jewellery brand told the court that it was being projected as

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