Entrepreneur and Shark Tank India judge Anupam Mittal has spoken out against the oft-used label “India’s Switzerland” for Kashmir, insisting it fails to capture the region’s unique character. In a recent LinkedIn post, Mittal described Switzerland as “pretty, but at times, sterile,” contrasting that with Kashmir’s raw, rustic, ravishing charm that is rooted in authenticity rather than polish.

He pointed to Kashmir’s rapid economic growth boasting a $35-billion economy with double-digit expansion and a tourism surge, with visitor numbers rising sharply. Agriculture, especially apples, saffron, nuts and honey, is flourishing, while many locals are seeing incomes double or triple in recent years.

Mittal also reflected on Pahalgam’s recent terror attack, saying the region was undeterred locals suffered a large drop in tourism almost overnight, but have bounced back with resolve rather than retreat. He praised the valley’s ability to rebuild, the courage of people and their warmth toward visitors.

In his view, Kashmir should be appreciated on its own merits: its beauty, its resilience, its culture. He urged people to visit, pointing out that Kashmir is “80% cheaper and infinitely more beautiful than Europe.”