Malabar Gold & Diamonds has emphasised that it is deeply rooted to India’s rich heritage and the country’s craftsmanship, integrity and respect for diversity.

The south-based jeweller was under attack on social media by few individuals for engaging a Pakistani social media influencer for its London store launch.

Following this, certain online narratives have circulated incomplete or misleading interpretations about the intent and context of a past marketing engagement, leading to impressions that do not reflect true ethos or the guiding principles of the company, said Malabar Gold & Diamonds in an email to its 27,500 employees.

In September, the company appointed JAB Studios to secure influencers for promotion of its UK showroom. This led to engaging London-based Pakistani Instagram influencer Alishba Khalid, who had made certain remarks against India.

The company clarified that Khalid was engaged to promote the showroom well before the Pahalgam attack in April and that it was not aware of her Pakistani origin at the time. Malabar Gold discontinued her services after knowing the facts.

The company then moved the Bombay High Court which ordered deletion of all derogatory social posts, materials and stories.

“Upon learning that the collaboration did not align with our brand’s values, we immediately discontinued both the association and the vendor relationship,” said the company.

“Being Indian is reflected not only in our products and presence but in our mindset and moral compass. Our decisions are guided by principles, never by prejudice, and we deeply respect the varied perspectives expressed by our stakeholders,” it said in the e-mail.

Established in 1993, Malabar Gold & Diamonds has fifteen business units and registered turnover of $7.36 billion in FY25. The company operates over 410 retail showrooms across 14 countries and has operations in over twenty states in India.

Published on October 31, 2025