Srinagar, July 18 -- By Farah Zaidi

Kashmir once had to prove its beauty was real. Now it has to prove that beauty is worth protecting.

Over the past few weeks, social media has filled with disturbing footage from corners of the valley that used to feel untouched.

Images showed meadows strewn with disposable plates, rivers choked with plastic bottles, and abandoned campsites buried under mounds of food packaging.

Gurez, Warwan and a string of newly popular destinations have become casualties of the attention they worked so hard to attract.

The public response has followed a predictable script, pointing fingers at tourists, the government and plastic itself. But the real problem lies elsewhere.

Kashmir does not have a plastic problem...