Published on June 6, 2025 by Ruta Deshpande, Deftech Analyst
A businesswoman named Noshaba Shehzad, widely known by the codename ‘Madam N,’ operated a travel agency in Lahore, Pakistan, called Jaiyana Travel and Tourism. She played a key role in helping Indian social media influencers travel to Pakistan. While the agency appeared legitimate, it was a cover for espionage activities. Working under Pakistan’s ISI intelligence agency, she used her travel company to recruit and prepare influencers for spying missions against India.
Sources revealed that ‘Madam N’ was working to establish a large sleeper cell network in India. This secret spy group was estimated to include at least 500 operatives who could live openly as ordinary citizens. Instructions for building this network came directly from Pakistan’s Army and the ISI. The goal was to hide spies in plain sight, making it easier to collect sensitive information without raising suspicion among Indian authorities or the public.
‘Madam N’ had strong connections within the Pakistani embassy’s visa department in Delhi, which allowed her to fast-track Pakistani visa approvals for Indian citizens. Officials like the First Secretary (visa) Suhail Qamar and Counsellor (trade) Umar Sheryar were reportedly in contact with her. Additionally, an ISI operative named Danish, who worked as a visa officer in the embassy, was expelled from India. This network enabled her to arrange visas almost instantly, bypassing regular processes.
Her travel agency was unique because it was the only company organizing Hindu and Sikh pilgrimages to Pakistan. This was done in collaboration with the Evacuee Trust Property Board, a Pakistani government body responsible for managing religious properties. By focusing on religious travel, ‘Madam N’ gained the trust of Hindu and Sikh pilgrims from India. Thousands traveled through her agency, unaware that their visits were being used to advance Pakistan’s intelligence operations.
‘Madam N’ charged Indian pilgrims high fees for their trips, collecting large sums of money. These funds were reportedly used to support Pakistan’s propaganda campaigns. To widen her reach, she appointed additional travel agents in Indian cities like Delhi, who promoted her agency on social media platforms. Through these promotions, more Indians were encouraged to travel to Pakistan, unknowingly contributing to a network that furthered Pakistani spying efforts and propaganda dissemination.
Several Indian social media influencers, including Jyoti Malhotra, were recently arrested in India on suspicion of spying. Investigations into these arrests revealed the crucial role ‘Madam N’ played in facilitating their travel and connections to Pakistan’s intelligence agencies. These arrests exposed how Indian influencers were being used as tools for gathering sensitive information, with ‘Madam N’ acting as the key link between them and Pakistan’s espionage network.
‘Madam N’s’ husband is a retired officer from Pakistan’s civil services. It is believed that she received direct instructions from both the Pakistani Army and the ISI to set up the spy network in India. This connection with powerful military and intelligence groups added weight to her operations and shows the seriousness of her spying activities. It also highlights how state institutions in Pakistan were involved in organizing and supporting espionage against India.
Social media influencers enjoy large followings and public trust, making them ideal for covert operations. ‘Madam N’ exploited this by recruiting influencers who unknowingly or knowingly helped spread Pakistani propaganda on their platforms. Their online posts and videos served as a cover for intelligence gathering, allowing Pakistan to use popular social media content as a disguise for its spying activities. This made it difficult for authorities to detect the true purpose behind their visits.
Over the last six months, ‘Madam N’ helped nearly 3,000 Indian citizens and 1,500 Non-Resident Indians (NRIs) obtain visas and travel to Pakistan through her agency. This large number of travelers shows how active and extensive her operations were. Many of these travelers were unaware that their visits could be used as part of a larger spy network. The volume of movement also highlights the challenges authorities face in monitoring such cross-border travel linked to espionage.
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