Khan’s good looks have also made her a fashion icon of sorts. One-time designer Wendell Rodricks’ muse, Khan is now the face of sister-in-law designer Seema Khan’s frippery frocks. Remember her backless dress on Nach Baliye that had the dance show participants request her for hugs just to boost TRPs? Or the slit that went up to her soul on the same show for the same effect? And all this on national television.

Are the viewers sensibilities, that are often miffed by a little skin show, disturbed? Obviously not, for Mrs Khan is back with even less on her. As anchor for NDTV Imagine’s Dhoom Macha De, Khan’s ensembles are, well, stirring.

Ask her about her overtly sexy dresses and she says, “My clothes have always been a national issue. But this time around it is a conscious decision on my part and on the part of the channel to give me an ultra chic look.” She goes on: “Malaika has always been synonymous with glamour. Anything that I wear, say or do is associated with a high glam quotient, but I ain’t complaining.”

“If there is a figure to flaunt, then why not? Malaika has the perfect body to carry off just about anything,” says in-house designer Seema Khan.

“Glamour is not necessary but it adds a fun element to the show. Malaika’s oomph and style can add pizzazz to the show,” says Shailaja Kejriwal, EVP Content, NDTV Imagine.

Khan’s penchant for the provocative has earned her a few thumbs down too. “It is often believed that the more you expose, the better it is. It is a misconception that glamour sells; simplicity is treated with respect even today,” states Renuka Shahane, anchor of India’s first reality show Surabhi. “Malaika is attuned to glamour anchoring and there are many who would watch this show just to see her dance or her outfit. However, a certain amount of skill is mandatory,” she adds.

“With Dhoom Macha De, Malaika has entered a different genre of style and her talent seems just superficial,” feels Rajesh Iyer, assistant producer with a leading production house. Sumana Rao, a housewife says, “It seems like she was robbed on her way to the studio. Youngsters are inspired by what they see and she is definitely not the right source.”

“Give the audiences something that is well-packaged and highly sensational, they will accept it. Give them something boring and drab and you are sure to pay the price,” defends Khan.