Shifting from the refugee crisis, this chapter explores neoliberal multiculturalism in Gautam Malkani’s Londonstani. Using Jodi Melamed’s critique of neoliberalism, the chapter examines how second-generation British South Asians navigate the pressure to assimilate while resisting imposed cultural identities. The characters' hybrid identities highlight the paradox of multiculturalism in a neoliberal context, where state policies and consumer-driven cultural expectations commodify identity. This chapter critiques how neoliberalism complicates identity formation by promoting superficial cultural expressions while perpetuating structural inequalities. By resisting these constraints, the characters challenge both economic and cultural dominance, revealing the tensions between identity, belonging, and market forces.