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Dr Jahangir Lone, a 32-year-old with a PhD in economics, was at a crossroads in June 2025 about Jahangir Cottage, his family’s guesthouse in the beautiful town of Pahalgam, Kashmir. His father started the business in 2015 to serve mostly pilgrims coming to the Amarnath Yatra. At first, it did well by providing simple but cheap places to stay. But as competition grew, especially from informal businesses and customer expectations changed, the original model started to fail. After coming back from school in 2024, Jahangir wanted to change the business. He put money into fixing up the rooms, retraining the...
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