SRINAGAR: Anupam Mittal, the founder of Shaadi.com and a judge on Shark Tank India, has set off a storm of reactions online after posting about his recent family trip to Kashmir, where he compared the valley’s allure with Switzerland but at a fraction of the cost.
Sharing a series of photographs on X, Mittal wrote: “Luxury trip to Switzerland – 10 lacs. Similar trip to Kashmir – 2 lacs. Infinite beauty in your own country – priceless.” One of the pictures showed him enjoying a shikara ride on Dal Lake with his wife, actress and model Anchal Kumar, and their daughter Alyssa, while others captured sweeping views of the valley.
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
The post quickly went viral, drawing thousands of reactions. While many echoed his admiration for Kashmir’s beauty, others chimed in with humorous takes or suggestions of unexplored destinations. One user quipped, “Anupam looks like an 80s hero and the missus is more 2020s… Anupam bhai need to rev up ur game,” prompting Mittal to respond with laughter and admit, “Kuch karna padega.” Another recommended that he visit Shillong and Mizoram, while others posted their own pictures of Kashmir to underline his point.
The post was not without controversy. When one user suggested his post was an advertisement, Mittal shot back that it was “just emotion.” In another heated exchange, after being told that Switzerland doesn’t ask people their religion before harming them, Mittal replied, “Thodi tameez rakho bhai… it’s time to support your country.” He added that Kashmiris were not as portrayed, urging critics to see for themselves: “Jaa kar dekho, phir bolo.”
Mittal revealed he was offered security during his visit, coming just four months after the Pahalgam terror attack, but declined. “Was offered security but did not accept it. And took my family along. Kashmir is as safe as can be and if you 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,” he said.
On LinkedIn, Mittal expanded on his reflections, taking issue with the common description of the valley as “India’s Switzerland.” “Switzerland is pretty, but at times, sterile. Kashmir is raw, rustic, ravishing,” he wrote. He listed his observations from the trip: Kashmiris being “beautiful inside and out,” “hospitable to a fault,” government and security forces ensuring safety, and locals showing resilience after setbacks.
He argued that the militants’ attempt to attack Kashmir’s economy had backfired, forging a stronger resolve among the people. “Instead of breaking Kashmiris, it gave them a steely resolve to unite,” Mittal said.
Pointing to the region’s growth, Mittal noted that Kashmir’s economy has touched $35 billion with a growth rate of over 10%, while tourism surged from 20 lakh visitors in 2019 to 2.5 crore in 2024. Agriculture, too, has flourished with apples, saffron, nuts and honey bringing prosperity to farmers.
During his stay, Mittal also made an appearance at the newly opened Bayaan store in Srinagar, where he joked, “Before marriage comes Shaadi, and after the marriage is fixed comes Bayaan,” drawing laughter from the gathering. He interacted with young entrepreneurs, encouraging them to combine passion with resilience in their ventures.
In his parting note, Mittal drew a sharp contrast between Europe and the valley: “Switzerland sells perfection. Kashmir is about resilience. Faith in the face of uncertainty. Gratitude even after loss. Resilience is the real beauty of Kashmir.” He signed off with a message urging travellers: “Go visit. It’s 80 per cent cheaper and infinitely more beautiful than Europe.”
