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The gruesome murder of 27-year-old Noor Mukadam in Islamabad's Sector F-7/4 has shaken Pakistan's civil society with the hashtag #JusticeForNoor trending on Twitter for nearly two days.

As the shock over the grisly murder continues to grip people, many have turned to social media to express their anger at the main suspect, Zahir Zakir Jaffer, and the circumstances surrounding the killing. However, many of the details have not been verified by the police team looking into the case, which gave a detailed briefing on Thursday.

In light of people's own versions doing the rounds, actor Osman Khalid Butt rightfully urged people to stop sharing unverified details about the murder.

"I cannot believe this bears saying, but please stop sharing unverified, unsubstantiated details about the murder: the causes, the aftermath," he tweeted on Friday, adding "especially if they're by anonymous sources".

He also pointed out that such unverified claims were not helping Noor or her family get justice, "just sating your morbid curiosity".

Also on Friday, renowned leather brand Jafferjees put out a statement to disassociate itself from the murder after some users on social media alleged it was linked to the suspect and his family. A media outlet had also alleged that Zahir was the "owner of multiple companies like [...] Jafferjees (Private) Limited".

"Jafferjees (Private) Limited would like to state unequivocally that the incident in Islamabad has NO business or personal relationship with the Jafferjees brand in any way," said a public notice by the brand on its Facebook and Instagram pages.

"We have noticed several irresponsible posts from media outlets and journalists that have tied these people to our company that has been run by the Quettawala family since its inception. We wish to reassure our patrons with the truth and hope that these publications and individuals fact-check their reporting," the statement added.

"We offer our deepest condolences to the family."

In the briefing yesterday, police had said Zahir was completely "sound and in his senses" when arrested from the murder scene. Police had initially said the victim was shot at before being “slaughtered” but SSP (Investigation) Ataur Rehman shared that while a pistol had been found at the suspect's house, the initial investigation and medical report did not show a firearm injury in the incident.

Zahir, who is currently in police custody on remand, is being interrogated, the SSP said, adding that police did not currently have information about whether the suspect had a criminal record in other countries — which many on social media had declared he did.

SSP Rehman said the findings of the police investigation would be based on "solid evidence" whether the suspect gave his statement or not. He vowed that police would get him convicted and sentenced based on the evidence.