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New Delhi/Islamabad (CNN Business) --
South Korean automaker Hyundai is facing controversy this week in India, sparking diplomatic tensions between Seoul and New Delhi over the Kashmir dispute.
India's foreign ministry said on Tuesday it had summoned the Korean ambassador to express its "strong displeasure" at what it called an "unacceptable social media post" made by one of Hyundai's Pakistan-based dealers.
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Hyundai Pakistan on Saturday reportedly tweeted its support for Kashmir Solidarity Day, a public holiday in Pakistan that marks the nation's support for the people of Indian-administered Kashmir.
Both countries have been awarded the region in its entirety.
"India welcomes investments from foreign companies in various sectors," Indian Foreign Ministry spokesman Arindam Bagchi said in the statement.
"But such companies or their affiliates are also expected to refrain from making false and misleading comments on issues of sovereignty and territorial integrity."
CNN Business was unable to see the tweet before it was removed, but widely circulated screenshots show it carrying a hashtag for the holiday, expressing support for Kashmiri separatists.
Reuters reported that messages on behalf of Hyundai's partner in Pakistan also appeared on Facebook and Instagram.
CNN Business was unable to see those messages, but they commemorated "what it described as the sacrifices of Kashmiris fighting for self-determination," according to Reuters.
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Kashmir, the territory that divides two nations 2:19
Statements are often made by local businesses to highlight the efforts of Kashmiri separatists in the region, which is one of the world's most dangerous geopolitical hotspots.
However, Hyundai Pakistan's tweet underscores how difficult it can be for multinational brands to handle such issues.
Hyundai Pakistan's tweet sparked an intense backlash in India: Indian Twitter users vowed to stop buying Hyundai-made vehicles to support local automakers such as Tata Motors and Mahindra Auto.
Hyundai apologized twice.
First, on Sunday, Hyundai India said the "unsolicited posting on social media" hurts the brand's "unmatched commitment" to the country.
The company added that it respects "nationalism" and described India as a "second home" and condemned the views expressed in the post by the Pakistani account.
On Tuesday, Hyundai again tried to defuse the scandal with another tweet, this time attributable to the parent company Hyundai Motor Company, which was trying to distance the Indian subsidiary from the Pakistani partner.
The Kashmiri tweet, Hyundai said, was sent by an "independently owned dealer in Pakistan."
"As a business policy, Hyundai Motor Company does not comment on political or religious issues in any specific region," the automaker said in its post.
The company added that "once the situation became known to us, we made the dealer very aware of the inappropriateness of his action."
Hyundai also said it "has put processes in place to prevent a recurrence in the future."
Hyundai representatives in India, Pakistan and South Korea did not respond to requests for comment from CNN Business.
Hyundai Pakistan operates as a joint venture between Hyundai and Nishat Group, one of the largest conglomerates in Pakistan.
Hyundai also has a wholly-owned subsidiary in neighboring India, making it one of the few foreign automakers to break into the competitive Indian market.
Nishat Group declined to comment to CNN Business.
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