Kashmir, often dubbed “India’s Switzerland,” is much more than scenic beauty, says Anupam Mittal, Founder and CEO of People Group and investor on Shark Tank India. Speaking in a recent LinkedIn post, Mittal argued that the region’s real charm lies in its resilience rather than mere aesthetics.
“Switzerland is pretty, but at times, sterile. Kashmir is raw, rustic, ravishing,” he wrote. Mittal emphasised that the region’s progress over the past few years has been remarkable, with economic growth and tourism picking up despite historical challenges.
Economic and Tourism Growth
According to Mittal, Kashmir’s economy is currently valued at $35 billion and is growing at over 10% annually. Tourism has surged dramatically, from just over 20 lakh visitors in 2019 to 2.5 crore in 2024. Agriculture, particularly apples, saffron, nuts, and honey, has also seen a boom. “Incomes [have risen] 2–3x, anecdotally,” Mittal noted.
He highlighted the efforts of local startups, such as FastBeetle and Bayaan, which have been promoting Kashmiri products and tourism. However, Mittal also drew attention to the fragility of progress. Following a recent attack in Pahalgam, tourism plummeted by 90%, demonstrating the vulnerabilities the region still faces.
Observations from On-the-Ground Visit
Mittal recently visited Kashmir and shared his observations, highlighting the region’s spirit of hope and resilience:
Kashmiris are “beautiful inside and out” and extremely hospitable.
- Government measures and security forces are ensuring full safety.
- Locals, initially shaken, have regained confidence and are continuing their economic activities.
“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,” he wrote. A shopkeeper in Gulmarg shared a message of optimism, pointing to the sky, “Woh dega…he will provide,” reflecting the community’s enduring faith.
Resilience as Kashmir’s True Appeal
Mittal drew a broader lesson from his visit, noting that while Switzerland markets perfection, Kashmir exemplifies resilience. “Faith in the face of uncertainty. Gratitude even after loss. Resilience is the real beauty of Kashmir,” he said.
He concluded by inviting readers to experience Kashmir firsthand, highlighting that it is “80% cheaper and infinitely more beautiful than Europe.”
Kashmir’s story, as observed by Mittal, is not just about natural beauty. It is about the people’s ability to recover, adapt, and thrive despite adversity, a lesson that resonates across careers, businesses, and nations.
Manav Makhija
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