ISI's Trojan Horse: How 'Madam N' operated Pakistan's spy ring using Indian influencers

In a startling revelation that underscores Pakistan’s deepening reliance on unconventional espionage tactics, Indian security agencies have uncovered a Lahore-based travel agency acting as a front for the Inter-Services Intelligence (ISI). At the centre of the plot is Noshaba Shehzad, a Pakistani businesswoman who runs ‘Jaiyana Travel and Tourism’ in Lahore, now identified as a key player in helping Indian social media influencers enter Pakistan under the guise of tourism — only to be cultivated for covert intelligence-gathering roles, reports NDTV quoting sources.

According to the report, Shehzad worked closely with the ISI to lure influencers with curated cultural experiences, luxury hospitality, and promises of cross-border content collaborations. One of the known recruits – Jyoti Malhotra – was recently arrested in India on charges of espionage. Authorities believe her visit to Pakistan, facilitated by Jaiyana Travel, was not an isolated case. In fact, several Indian influencers with growing digital footprints are now under the scanner for similar ISI-backed trips that masked a larger strategy of digital-age spying.

The report further quoted sources saying that the woman was codenamed ‘Madam N’ by the ISI, whose role was revealed by the arrested social media influencers during interrogation.

She had been laying the groundwork for a vast sleeper cell network of at least 500 operatives, trained to blend seamlessly into everyday life across India, they added.

Sources say Shehzad, whose husband is a retired Pakistani civil servant, received direct instructions from the Pakistani Army and ISI to set up a sleeper cell network in India.

She played a key role in introducing Indian social media influencers to ISI and military officials, specifically targeting Hindus and Sikhs. Over the past six months, she reportedly facilitated visits to Pakistan for nearly 3,000 Indian citizens and 1,500 NRIs.

Shehzad wielded significant influence over the visa section of the Pakistani embassy in Delhi, maintaining direct contact with First Secretary (Visa) Suhail Qamar and Counsellor (Trade) Umar Sheryar. With just a phone call, she could reportedly secure immediate visas for individuals of her choosing, said sources quoted by NDTV.

She was also linked to ISI operative Danish, also known as Ehsan-ur-Rehman, who served as a visa officer in the Delhi mission and was expelled from India in May following Jyoti Malhotra’s arrest.

Despite the absence of a formal tourism channel or visa process for Indian visitors to Pakistan, the High Commission had been issuing visitor visas on the recommendation of 'Madam N', as Shehzad was referred to.

Shehzad’s deep ties to the Pakistani Army and ISI are evident from her company being the sole agency handling Sikh and Hindu pilgrimages to Pakistan, in coordination with the Evacuee Trust Property Board.

Sources say she charged Indian pilgrims exorbitant fees, using the proceeds to fund Pakistani propaganda. Recently, she also appointed travel agents in Delhi and other cities to promote her company on social media.