Shark Tank India judge and Shaadi.com founder Anupam Mittal recently stirred conversation with his take on Kashmir’s identity. On LinkedIn, he strongly opposed the popular phrase calling Kashmir “India’s Switzerland.”
Instead, Mittal described the Valley in his own words: “Switzerland is pretty, but at times sterile. Kashmir is raw, rustic, ravishing.” His remarks followed a visit to the region, where he experienced firsthand its natural beauty, culture, and resilience.
Comparing Two Worlds
While Switzerland has long been admired for its postcard-like perfection, Mittal argued that Kashmir offers something deeper. For him, it is not just about the scenery but also about the spirit of its people.
“Switzerland sells perfection. Kashmir is about resilience. Faith in the face of uncertainty. Gratitude even after loss,” he wrote, stressing that true beauty comes from strength and recovery rather than polished surfaces.
Tourism and Economy Rise
Beyond its landscapes, Mittal highlighted Kashmir’s economic transformation. The Valley now contributes to a $35 billion economy growing at more than 10% annually.
Tourism has also surged, with more than 20 lakh visitors in 2024, up from 19 lakh in 2023. Agriculture is thriving too, with growth in apples, saffron, nuts, and honey, showing how diverse industries are shaping the region’s future.
Branding and Storytelling
Mittal observed that while Kashmir contributes richly to India’s cultural and natural wealth, the credit for branding and marketing often goes missing.
He pointed out how local startups like FastBeetle and Bayaan are passionately working to change this narrative by focusing on “selling Kashmir” the right way. For him, storytelling is just as important as natural resources in making the Valley’s uniqueness visible to the world.
Testing Times and Resilience
Kashmir’s resilience, Mittal stressed, is what makes it truly special. He recalled how after a recent attack in Pahalgam, tourism collapsed by nearly 90% overnight. Yet, locals quickly stood up again, refusing to be broken.
“The terrorists attacked the very engine of progress, the economy, deliberately and mercilessly. But instead of breaking Kashmiris, it gave them a steely resolve to unite,” Mittal observed. He recalled a shopkeeper in Gulmarg pointing skyward with positivity, saying, “Woh dega… He will provide.”
Raw Beauty Over Perfection
For Mittal, Kashmir’s magic lies in being raw, rustic, and unpolished compared to Switzerland’s controlled charm. He believes that Kashmir offers a real experience of beauty mixed with resilience, a combination that makes it stand apart.
He added that resilience is not only the truth of Kashmir but also of successful startups, careers, relationships, and nations. For him, Kashmir embodies the human spirit that rises stronger after every setback.
Anupam Mittal Companies
Anupam Mittal is not only a Shark Tank India judge but also the founder of Shaadi.com, one of India’s largest matrimonial platforms. He has invested in and supported several startups across technology, consumer brands, and fintech.
His companies and investments reflect the same philosophy he applies to Kashmir—authenticity, resilience, and long-term growth. Just as he sees beauty in the Valley’s raw strength, he looks for similar qualities in businesses he supports.
Invitation to Visit
Concluding his post, Mittal urged people to explore Kashmir themselves. He highlighted that the destination is “80% cheaper and infinitely more beautiful than Europe.”
For him, visiting Kashmir is not just a travel choice but a chance to witness faith, resilience, and gratitude in action. By rejecting the Switzerland comparison, he placed Kashmir on its own pedestal—unique, unmatchable, and deeply human.
