Shaadi.com founder and Shark Tank India judge Anupam Mittal has pushed back against the long-standing habit of likening Kashmir to Switzerland, arguing that the comparison does little justice to India’s crown jewel. In a recent LinkedIn post, Mittal wrote that while the Swiss Alps may be “pretty, but at times, sterile,” Kashmir is “raw, rustic, ravishing.” For him, the valley’s appeal goes beyond postcard views, it lies in the resilience and spirit of its people. Mittal highlighted how the region has transformed in recent years. Kashmir’s economy, he noted, has grown to $35 billion with a double-digit growth rate, while tourism has skyrocketed from 20 lakh visitors in 2019 to 2.5 crore in 2024. Agriculture, too, has flourished, apples, saffron, nuts, and honey bringing prosperity, with many farmers reportedly doubling or tripling their incomes. The entrepreneur also reflected on the aftermath of the recent Pahalgam terror attack, which caused a sharp dip in tourist arrivals. Visiting the Valley himself, he said he found not fear but grit. “The terrorists attacked the very engine of progress, the economy, deliberately & mercilessly. But instead of breaking Kashmiris, it gave them a steely resolve to unite,” he wrote. Describing Kashmiris as warm, hospitable, and deeply determined to rebuild, Mittal praised homegrown ventures like FastBeetle and Bayaan that are “selling Kashmir” to the wider world. In his words, “Switzerland sells perfection. Kashmir is about resilience. Faith in the face of uncertainty. Gratitude even after loss. Resilience is the real beauty of Kashmir.” Urging people to see it for themselves, he added, “Go visit. It’s 80% cheaper and infinitely more beautiful than Europe.” Mittal echoed these thoughts on X as well, sparking a flurry of reactions. Some users shared stunning photos of Kashmir, others jokingly offered travel suggestions, and a few raised concerns over safety and costs. Luxury trip to Switzerland - 10 lacs Similar trip to Kashmir - 2 lacs Infinite beauty in your own country - priceless 🇮🇳 pic.twitter.com/otpPEUSOTk — Anupam Mittal (@AnupamMittal) September 8, 2025 When one commenter warned him about security, Mittal revealed he had been offered protection but declined. “Was offered security but did not accept it. And took my family along. Kashmir is as safe as can be… If u want to do a service for those who sacrificed their lives, go visit and don’t let the terrorists succeed in their plan. Fear mongering is easy,” he responded. Another user commented, “Influencers often get paid to promote tourism and enjoy free stays, but the reality for regular travelers is very different 9-day trip can easily cross 3 lakh rupees, and that’s with poor infrastructure. In comparison, you could experience Swiss with good infra at 4 lakh rupees.” A fourth individual wrote, “No doubt our country has infinite beauty, but being a Kashmiri pandit, with 10 lakhs I can travel Switzerland with a sense of security, something I might not always feel in Kashmir.”
