Shark Tank's Anupam Mittal ditches Rs 10 lakh Switzerland holiday for a Rs 2 lakh Kashmir trip — Calls it 'priceless'

Anupam Mittal says Kashmir is “priceless” after choosing a ₹2 lakh trip to the valley over a ₹10 lakh Switzerland holiday. (Image: X/ @AnupamMittal)

Shark Tank India’s Anupam Mittal, founder of Shaadi.com, recently went viral after sharing breathtaking photos from his family vacation in Kashmir. In his post on X (formerly Twitter), he drew a striking comparison between his Rs 2 lakh Kashmir trip and a Rs 10 lakh Switzerland holiday — calling Kashmir far more “raw, rustic, and ravishing.”

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

Kashmir vs Switzerland: A Priceless Choice

India is home to destinations that easily rival Europe’s most sought-after spots, and Kashmir is often considered the jewel in that crown. Mittal underscored this when he contrasted Switzerland’s beauty — which he described as “sterile” — with Kashmir’s authenticity. Snow-covered mountains, blooming apple orchards, saffron fields, and unmatched Kashmiri hospitality set the valley apart.

“Luxury trip to Switzerland – 10 lacs. Similar trip to Kashmir – 2 lacs. Infinite beauty in your own country - priceless,” he wrote.

Why Anupam Mittal Fell in Love with Kashmir

Expanding on his travel experience in a LinkedIn post, Mittal praised Kashmir’s world-class infrastructure, the resilience of its people, and their unwavering warmth. He reflected on how even after setbacks like the recent Pahalgam attack, locals bounced back with determination.

“Switzerland sells perfection. Kashmir is about resilience,” he observed.

Kashmir’s Growing Appeal

The valley has witnessed a remarkable surge in tourism, rising from 20 lakh visitors in 2019 to 2.5 crore in 2024. Mittal pointed out that this growth is not limited to tourism alone. Kashmir’s economy is flourishing through its agriculture — apples, saffron, walnuts, and honey — and homegrown startups such as FastBeetle and Bayaan, which are actively promoting the region globally.

Kashmir’s Timeless Beauty

Often described as Paradise on Earth, Kashmir’s charm lies in its contrasts — tranquil lakes mirroring snow-clad peaks, rustic hamlets alongside modern resorts, and traditions that have stood the test of time.

1. Dal Lake & Houseboats: A shikara ride or stay in a houseboat remains the ultimate Kashmiri experience.
2. Gulmarg: A year-round wonder, offering skiing in winter, meadows in summer, and the thrill of Asia’s highest cable car.
3. Pahalgam: Surrounded by pine forests and the Lidder River, it’s a favorite with trekkers and nature lovers.
4. Sonamarg: Aptly named the Meadow of Gold, it opens the way to glaciers and high-altitude adventures.

Beyond the Scenery: A Transforming Economy

Kashmir is more than just postcard views. The region is seeing rapid transformation, with record tourist footfalls fueling the economy. Alongside, its saffron, apples, walnuts, and world-renowned Pashmina shawls continue to captivate global markets.

At the same time, local entrepreneurs are working hard to shift the narrative — positioning Kashmir not just as a destination, but as a hub of resilience, culture, and growth.

The Spirit of Kashmir

What visitors remember most is not just the scenery but the spirit of its people. Warmth, generosity, and an almost unshakable positivity mark the Kashmiri experience. Endless cups of kahwa, stories shared by locals, and gestures of hospitality make a trip to Kashmir unforgettable.

Mittal captured this sentiment perfectly: Switzerland may sell perfection, but Kashmir embodies faith, resilience, and gratitude — the very qualities that make the valley truly “priceless.”

Beyond Kashmir: India’s Europe Alternatives

Mittal’s reflections also sparked conversations about other Indian destinations that could rival Europe. Users suggested Shillong — the Scotland of the East — with its misty hills and waterfalls, and Mizoram, the Land of Highlanders, known for its scenic landscapes and cultural vibrancy.

Why You Should Visit Now

Today, Kashmir is safer, better connected, and more welcoming than ever before. With improved infrastructure, luxury accommodations, and curated travel experiences, the valley has become accessible for families, couples, and adventurers alike.

Whether you’re skiing in Gulmarg, strolling through saffron fields in Pampore, or sipping noon chai wrapped in a Pashmina, you’ll quickly realize why Kashmir is not just India’s Switzerland — it’s an emotion.

Mixed Reactions Online

Mittal’s viral post drew wide engagement, sparking conversations about Kashmir and its comparison with Switzerland. Many users praised the stunning photos and the valley’s beauty, while others felt it was unfair to compare the two destinations directly.

One user wrote, “Make another trip to Shillong & Mizoram. I’m sure you’ll love it,” to which Mittal replied that he hopes to visit those places as well.

Another user commented, “Influencers often get paid to promote tourism and enjoy free stays, but the reality for regular travellers is very different. A 9-day trip can easily cross 3 lakh rupees, and that’s with poor infrastructure. In comparison, you could experience Switzerland with good infrastructure at 4 lakh rupees.”

These reactions highlight the ongoing debate: while Kashmir offers breathtaking experiences and affordability, some travelers note that infrastructure and costs can differ significantly from Europe.

Still, for most, Mittal’s message resonated — that India’s own paradise is worth exploring, and worth celebrating.