India, June 9 -- As peak travel seasons increasingly leave India's most iconic hill stations choked with massive traffic jams and overcrowding, industrialist Anand Mahindra is using his social media presence to nudge travellers toward the country's lesser-known treasures. Also read | Mussoorie residents, experts seek urgent master plan amid tourist overload

Taking to X (formerly Twitter) on June 7, the Mahindra Group chairman voiced growing concerns over popular tourist hubs becoming 'victims of their own success', while offering a pristine alternative for weary travellers: Valparai in Tamil Nadu.

Every holiday season, social media feeds are inundated with videos and photos of gridlocked mountain roads and swarming crowds at classic get...