Anupam Mittal rejects Kashmir being called ‘India’s Switzerland'; says, 'Kashmir is raw, rustic, ravishing'

Shark Tank India judge and Shaadi.com founder Anupam Mittal has pushed back against the oft-repeated comparison of Kashmir to Switzerland, saying the Valley’s unique identity and resilience set it apart.

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“Switzerland is pretty, but at times sterile. Kashmir is raw, rustic, ravishing,” Mittal wrote in a LinkedIn post after a recent visit.

Highlighting the region’s transformation in recent years, Mittal pointed to a $35 billion economy growing at more than 10%, a tourism boom crossing 20 lakh visitors in 2024 compared to 19 lakh in 2023, and rising incomes that have reportedly doubled or tripled in some cases. Agriculture is also thriving with a surge in apples, saffron, nuts, and honey, he said.

He noted that while Kashmir contributes heavily to India’s cultural and natural wealth, the credit for branding, storytelling, and marketing the Valley often goes missing. Local startups such as FastBeetle and Bayaan have begun working on “selling Kashmir” with passion, he added.

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Mittal underscored Kashmir’s resilience by recalling how a recent attack in Pahalgam caused tourism to collapse by 90% overnight. Yet, instead of being broken, Kashmiris rallied with strength and determination.

“Locals, after initial despair, are back on their feet,” he observed, crediting government forces for ensuring safety and locals for their ability to recover quickly.

“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. A shopkeeper in Gulmarg pointed to the sky with positivity. Woh dega…he will provide,” Mittal said.

Contrasting Kashmir with Switzerland’s image of perfection, Mittal argued that Kashmir offers something deeper.

“Switzerland sells perfection. Kashmir is about resilience,” he wrote. “Faith in the face of uncertainty. Gratitude even after loss.”

“Resilience is the real beauty of Kashmir and also the truth of successful careers, relationships, startups & nations,” Mittal added.

Concluding his post, Mittal urged people to visit Kashmir, saying it is “80% cheaper and infinitely more beautiful than Europe.”