Malabar Gold became embroiled in a social-media controversy surrounding the promotion of its Birmingham showroom after it hired London-based Pakistani influencer Alishba Khalid through an agency. Earlier posts attributed to Khalid, including criticism of India and of Operation Sindoor, resurfaced online and prompted accusations that the jewellery company was aligned with Pakistan. Boycott calls intensified around the Dhanteras festival, one of the most commercially important periods for Indian jewellery retailers. Malabar responded that it had not known Khalid’s nationality or prior remarks, had engaged her through an intermediary, and had already terminated the relationship. The dispute escalated into a legal battle over defamatory social-media posts, with the Bombay High Court ordering their deletion. The episode illustrated the reputational danger of influencer marketing in a politically polarized market: a single promotional association transformed a showroom launch into a nationalist controversy and forced the brand into public damage control.
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AI concept artworkArchive Record · 2020s
The Alishba Khalid Influencer Controversy and Malabar Gold’s Birmingham Boycott Crisis
Malabar Gold & Diamonds; Alishba Khalid / 2020s
Malabar Gold became embroiled in a social-media controversy surrounding the promotion of its Birmingham showroom after it hired London-based Pakistani influencer Alishba Khalid through an agency. Earlier posts attributed to Khalid, including criticism of India and of Operation Sindoor, resurfaced online and prompted accusations that the jewellery company was aligned with Pakistan. Boycott calls intensified around the Dhanteras festival, one of the most commercially important periods for Indian jewellery retailers. Malabar responded that it had not known Khalid’s nationality or prior remarks, had engaged her through an intermediary, and had already terminated the relationship. The dispute escalated into a legal battle over defamatory social-media posts, with the Bombay High Court ordering their deletion. The episode illustrated the reputational danger of influencer marketing in a politically polarized market: a single promotional association transformed a showroom launch into a nationalist controversy and forced the brand into public damage control.
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