In the aftermath of a terror attack in Pahalgam that claimed the lives of civilians, the valley was thrust into fear and uncertainty. Heightened tensions threatened the fragile revival of Kashmir’s tourism economy amid India-Pakistan conflict. Now, amid this, Shark Tank India judge and Shaadi.com founder Anupam Mittal has made a bold yet heartfelt gesture. He has booked tickets to Kashmir along with his family.
But this is not for show or bravado. In his own words, it’s simply to “show up” and to stand beside the people of Kashmir, especially those whose lives have only just begun to recover thanks to a long-awaited tourism boom.
In a LinkedIn post that is now being widely shared, Mittal expressed deep concern about the economic toll this situation will take on everyday Kashmiris. He highlighted how locals , including tea sellers , who once earned as little as Rs 5,000 a month were making the same amount in a single day, thanks to the rise in tourism in the region. But with ongoing safety concerns and trip cancellations, that progress now hangs in the balance.
“Kashmir was finally beginning to thrive,” he wrote, adding that the cycle of fear, retreat, and silence is exactly what enemies of peace want. By choosing to travel to Kashmir now, Mittal says he’s hoping to break that pattern. Instead of cancelling plans, he encouraged others to visit Kashmir safely and responsibly, to help protect the economic lifeline of thousands of local businesses, hoteliers, transport operators, and small vendors. His post concluded with a powerful reminder: while we stand behind our armed forces, we must also stand beside the people whose lives are directly affected by such events.
What did the internet say?
The internet had mixed reactions to Anupam Mittal’s decision to travel to Kashmir and urge others to do the same. Some felt his move was unnecessary and even irresponsible. One user criticised the gesture as theatrical, arguing that encouraging people to visit a region currently facing security threats could put lives at risk. They questioned the wisdom of promoting travel to what they called one of the most dangerous areas in India right now, urging Mittal to reconsider the influence he holds.
On the other hand, many supported his stand. Several users praised his perspective, calling it a much-needed show of solidarity with Kashmiris. One pointed out that abandoning the region and its people would only serve the interests of those who want fear and division. Others compared it to how people didn’t stop visiting cities like Mumbai after the 26/11 attacks or New York after 9/11.
One traveller recalled a memorable high-altitude trek in Kashmir's Aru Valley, where they were guided by local Kashmiris and experienced exceptional hospitality. For them, it was people and human connections that helped normalise the situation, not fear or retreat.
But this is not for show or bravado. In his own words, it’s simply to “show up” and to stand beside the people of Kashmir, especially those whose lives have only just begun to recover thanks to a long-awaited tourism boom.
In a LinkedIn post that is now being widely shared, Mittal expressed deep concern about the economic toll this situation will take on everyday Kashmiris. He highlighted how locals , including tea sellers , who once earned as little as Rs 5,000 a month were making the same amount in a single day, thanks to the rise in tourism in the region. But with ongoing safety concerns and trip cancellations, that progress now hangs in the balance.
“Kashmir was finally beginning to thrive,” he wrote, adding that the cycle of fear, retreat, and silence is exactly what enemies of peace want. By choosing to travel to Kashmir now, Mittal says he’s hoping to break that pattern. Instead of cancelling plans, he encouraged others to visit Kashmir safely and responsibly, to help protect the economic lifeline of thousands of local businesses, hoteliers, transport operators, and small vendors. His post concluded with a powerful reminder: while we stand behind our armed forces, we must also stand beside the people whose lives are directly affected by such events.
What did the internet say?
The internet had mixed reactions to Anupam Mittal’s decision to travel to Kashmir and urge others to do the same. Some felt his move was unnecessary and even irresponsible. One user criticised the gesture as theatrical, arguing that encouraging people to visit a region currently facing security threats could put lives at risk. They questioned the wisdom of promoting travel to what they called one of the most dangerous areas in India right now, urging Mittal to reconsider the influence he holds.
On the other hand, many supported his stand. Several users praised his perspective, calling it a much-needed show of solidarity with Kashmiris. One pointed out that abandoning the region and its people would only serve the interests of those who want fear and division. Others compared it to how people didn’t stop visiting cities like Mumbai after the 26/11 attacks or New York after 9/11.
One traveller recalled a memorable high-altitude trek in Kashmir's Aru Valley, where they were guided by local Kashmiris and experienced exceptional hospitality. For them, it was people and human connections that helped normalise the situation, not fear or retreat.
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