‘Fear mongering is easy’: Anupam Mittal chooses Rs 2 Lakh Kashmir trip over Rs 10 Lakh Switzerland vacay

In a recent social media post, Anupam Mittal wrote that while the Swiss Alps may be “pretty, but at times, sterile,” Kashmir is “raw, rustic, ravishing.”

For the Shaadi.com boss, Kashmir’s charm goes beyond postcard views; it lies in the resilience and spirit of its people.

Mittal described how the valley 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, with apples, saffron, nuts, and honey bringing money. Many farmers have doubled or even tripled their incomes.

Mittal reflected on the aftermath of the recent Pahalgam terror attack, which caused a sharp fall in tourist arrivals. 

Visiting Kashmir with family, he said, “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 described the Kashmiris as warm, hospitable, and deeply determined to rebuild.

The Shark Tank India judge even lauded homegrown ventures like FastBeetle and Bayaan that are “selling Kashmir” to the wider world. 

According to Mittal, “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.”

Countering fear-mongering, the entrepreneur said, "Was offered security but did not accept it. And took my family along. Kashmir is as safe as can be, and 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."

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

Netizens respond

Many users resonated with Mittal’s views, while some raised concerns over safety and costs.

One user wrote, "We went to Kashmir three years ago and were blown away by how beautiful and mesmerising it is. It's a good choice for a vacation."

Another commented, "Sirji, make another trip to Shillong & Mizoram. I'm sure you'll love it."

A third user said, "No doubt, Kashmir is stunning and has its own charm, but comparing it directly to Switzerland isn't entirely fair, just because it snows there. Switzerland is not just about mountains and snow…it's the infrastructure and the way everything is so well organised. There are adventures and activities for both kids and adults, and the whole experience makes you think, ‘We should have something like this in India."

A fourth added, "True! Sometimes we chase stamps on the passport and forget the magic in our own backyard."

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