As Chillai Kalaan, the period of intense cold in Kashmir, lasting for forty days ends and as Chille Bacha, the period of somewhat milder cold enters its third day, Kashmir is reeling under weather conditions that are a compendium of winter and almost spring. Yes, indeed, these weather conditions create assorted problems and issues for people but this need not be the case. If looked at through and in a positive prism, Kashmir, from a natural and topographical perspective is a blessed place. Its weather is a case in point. We are blessed with four wonderful seasons throughout the length and breadth of a single calendar year. (Some might argue this and state that it’s just two or three seasons but this argument would amount to a quibble). The seasons that we are bestowed with are unique and each of these can be savored not only by the natives but could be employed as a Unique Selling Point(USP) for Kashmir. That is, a marketing concept can be developed and crystallized around our four , sublime seasons and be used as a draw for tourists all around the world. The contra argument to this would be that we, in Kashmir, lack adequate infrastructure. This is as true as can be. But, then lack of adequate and ample infrastructure need not be a debilitating issue. In the developed parts of the world, for example, there is such wonderful and state of the art infrastructure that we will be able to match it for years, if not decades. What many people of the developed world look for is nature and the experiences of the exotic. Both are abundant in Kashmir. But, what is needed is a right marketing mix that emphasizes the natural and the sublime and highlights the exotic. This is not to say we do not need infrastructural development. Yes. We. However, this can be in the nature of a complement to the extant themes and features that Kashmir has. Kashmir can, if marketed well, be then an all season destination to be savored all throughout the year. Having said this, it is and should not only be about the tourists. We, the natives of Kashmir must savor and partake of the sublime and fantabulous natural beauty that Allah has bestowed upon Kashmir. For this, we must take a look without and count and appreciate His bounties. One starting point for this could be to wear our pheran, take the kanger and stroll around, rain or snow notwithstanding!