The Indian Army’s ‘Azmat-e-Hind’ initiative at the Line of Control (LoC) in Teetwal, Kupwara, is catalysing a remarkable revival in border tourism in Jammu and Kashmir. Once known chiefly for cross-border tensions, the area has been transformed into what Army officials now describe as “a beacon of hope and tourism”.
At the heart of the initiative is a 104-foot-high national flag — unveiled in 2023 — that symbolises both the Army’s valour and the resilience of the border communities. The project has become a focal point for visitors, offering a blend of patriotic spirit, historical reflection, and natural beauty.
“Azmat-e-Hind was made in 2023 in Teetwal for one purpose — that tourists visit these border and remote areas, see the area and stay with the people and see how the Army, with the local population, works together,” Brigadier S.K. Pradhan, Commander of the Shakti Vijay Brigade said.
The Army, in collaboration with the local community, has also facilitated the establishment of home stays to accommodate visitors. The hosts, trained by the Army, are ensuring a warm and well-maintained experience for guests.
“Many locals have established home stays, and they have been trained by the Indian Army so that they can be maintained properly and they can take good care of the people so that any tourist comes here, he goes back and sends ten people back to this place instead of one,” Brigadier Pradhan said.
In an official statement, the Indian Army added that the military has been “instrumental in turning the border village into a tourist-friendly zone”, by ensuring security and providing logistical and infrastructure support.
“One of the most emotional highlights is the 104 ft High National Flag hoisting at the LOC where patriotic fervour fills the air and visitors stand shoulder to shoulder with soldiers saluting the tricolour,” the Army’s statement read.
Hajinar Sarpanch, Jaffer Hussain Lonepraised the Indian Army for its extensive contributions to the region, including opening schools, generating employment, and assisting locals during winters and even at personal events like weddings.
"The Army's efforts have significantly boosted tourism and strengthened the bond between the forces and the residents," he said.
To further bolster civilian-military rapport, personnel have been conducting interactive sessions with students and tourists, sharing stories of bravery, sacrifice, and duty.
The local economy, meanwhile, is beginning to reap the benefits of the inflow of visitors. Residents have welcomed the initiative, which they say is putting the remote village on the tourism map.
Sunder Shamin, a student of the Army Goodwill High School, said the towering flag stands for both the unity of the nation and a tribute to fallen soldiers.
“This village is not only a tourist place but it shows the brave unity of India. Yes, this is the same place where, during the three wars with Pakistan, many heroes of our country lost their lives for the pride and pride of their Mother India... The Azmat-e-Hind memorial was made to honour the sacrifice of the soldiers, with the 104 feet high flag being a symbol of unity and pride of ours,” Shamin maintained.
Highlighting the area’s historical and spiritual importance, Shamin further said, “All the tourists who come here explore the area. This place is very good to discuss about our history, how in the three wars that took place in our country... I request everyone to come here and know about the history of this place, like how we have a Sharda temple and gurudwara shows our diversity in unity.”
The memorial, which has also hosted events like International Yoga Day and student outreach programmes under the Border Area Youth Exchange initiative, continues to grow in significance. Installed on November 21, 2023, the flag stands as a permanent marker of pride in one of the country's most sensitive regions.
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