Entrepreneur Anupam Mittal, founder of Shaadi.com, has decided to do what few are daring to right now – travel to Kashmir. Following the tragic terror attack in Pahalgam on April 22 that claimed 26 lives and sent shockwaves across the nation, tourism in the region has plummeted. But instead of retreating, Mittal has stepped forward, booking a family trip to the Valley to send a clear message that fear must not dictate our actions and solidarity with Kashmir’s people matters now more than ever.
Fear and uncertainty have prompted many to cancel travel plans to Kashmir, dealing a blow to tourism sector that had only recently begun to flourish after years of turmoil.
Taking to X, Mittal posted a picture of his flight tickets to Kashmir, writing, “What Kashmir really needs is tourists to come back so I booked my ticket! If we vanish, they win. If we travel, Kashmir & India win.”
Three days ago, he expanded on this message in a LinkedIn post as well. While acknowledging India’s strong diplomatic and military response following the Pahalgam attack, Mittal emphasised the importance of not abandoning the local communities that have long struggled to find peace and stability.
“The same Kashmir that was finally beginning to thrive — where tea sellers went from Rs 5,000 a month to Rs 5,000 a day thanks to booming tourism…will now face cancelled trips, shuttered hotels and another wave of fear and uncertainty,” he wrote.
Mittal revealed that he has booked a trip to Kashmir with his family, not just as a show of defiance against terror, but as a tangible step toward supporting the region’s fragile economy. He encouraged others to do the same, urging mindful travel that supports local businesses and signals unity.
“Because if we let Kashmir’s economy crumble, if we let fear win, then those who lost their lives in Pahalgam will have died in vain,” he added. “We stood behind our Army. Now let’s stand beside our people,” Mittal posted on LinkedIn.
His message quickly gained traction online. One user commented, “This is more than a post — it’s a call to action wrapped in empathy and courage.” Another user wrote, “Thank you for reminding us that true patriotism also means supporting those quietly rebuilding hope. Booking a ticket may seem small, but it sends a loud, clear message: we choose solidarity over silence.”