Srinagar, September 9, 2025 – Renowned entrepreneur and Shark Tank India judge Anupam Mittal has sparked widespread appreciation for Kashmir’s unparalleled natural splendor, declaring that its raw, rustic charm far outshines the pristine but “sterile” landscapes of Switzerland. Mittal, the founder of Shaadi.com, shared stunning glimpses from his recent family vacation to the valley on social media, emphasising why he chose a luxurious trip to Kashmir over an expensive sojourn abroad.In a viral post Anupam Mittal highlighted the stark contrast in costs and experiences: “Luxury trip to Switzerland – 10 lacs. Similar trip to Kashmir – 2 lacs. Infinite beauty in your own country – priceless.” Accompanying the message were breathtaking photos of his family – wife Anchal Kumar and daughter Alyssa Mittal – enjoying shikara rides on Dal Lake, scenic jeep tractor adventures, and panoramic views of snow-capped mountains and lush meadows.
He described Kashmir’s infrastructure as “world class” and urged fellow Indians to explore its wonders, noting that the region is “80% cheaper and infinitely more beautiful” than Europe.Mittal’s praise extends beyond aesthetics. In a detailed LinkedIn post, he expressed offense at the common label of Kashmir as “India’s Switzerland,” arguing that the comparison undersells the valley’s unique essence. “Switzerland is pretty, but at times, sterile. Kashmir is raw, rustic, ravishing,” he wrote. He lauded the resilience of Kashmiris, who have rebuilt their lives and economy despite decades of challenges, including a recent terror attack in Pahalgam four months ago that claimed lives and temporarily disrupted tourism. Mittal revealed he was offered security for the trip but declined it, taking his family along to demonstrate the region’s safety. “Fear mongering is easy,” he added, encouraging visitors to support local livelihoods and counter negativity by experiencing the warmth and hospitality firsthand.The Shark Tank India star also spotlighted Kashmir’s economic transformation. The valley’s economy has ballooned to $35 billion with double-digit growth, driven by booming sectors like tourism – which surged from 20 lakh visitors in 2019 to 2.5 crore in 2024 – alongside thriving apple, saffron, nuts, and honey industries.
He praised homegrown startups such as FastBeetle and Bayaan for promoting Kashmiri products globally, embodying the spirit of “resilience, faith in the face of uncertainty, and gratitude even after loss.”Mittal’s posts have resonated widely, garnering thousands of likes, shares, and comments. Fans echoed his sentiments, with one user stating, “Kashmir truly is one of the most beautiful places,” while another shared, “We went to Kashmir three years ago and were blown away by how beautiful and mesmerising it is.” Some netizens joked about Mittal’s timeless style, prompting his lighthearted reply: “Kuch karna padega” (have to do something about it). However, a few raised safety concerns, which Mittal addressed by affirming, “Kashmir is as safe as can be.”Known for his candid insights on Shark Tank India alongside judges like Aman Gupta, Namita Thapar, Vineeta Singh, and Peyush Bansal, Mittal has invested in over 250 startups and is a prominent angel investor. His advocacy for domestic tourism aligns with his broader message of celebrating India’s hidden gems, reinforcing that “Switzerland sells perfection. Kashmir is about resilience.”As Kashmir continues to draw global attention for its ethereal beauty and cultural depth, Mittal’s endorsement serves as a powerful call to rediscover paradise at home.
