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"Army's rescue operation is underway; 11 deaths reported, many injured shifted to a hospital in Mandi. Further details awaited," Mandi Tehsildar Shehzad Latif told news agency ANI.
According to PTI, over 20 people have been injured in the incident.
Rescue efforts are being undertaken by the Army, the local police, and the villagers, say reports.
PM Modi, LG Sinha Express Condolences; Announce Ex-Gratia
Prime Minister Narendra Modi took to Twitter to express his condolences to the victims' families, and announce ex-gratia of Rs 2 lakh for the kin of the deceased and Rs 50,000 for the injured persons.
"The loss of lives due to an accident in Poonch is saddening. My thoughts are with all those who lost their loved ones. Wishing the injured a speedy recovery. Rs. 2 lakh from PMNRF would be given to the next of kin of each deceased and Rs. 50,000 would be given to the injured," the PM's office said in a tweet.
The Lieutenant Governor of J&K, Manoj Sinha, also expressed sorrow over the incident and announced an ex-gratia of 5 lakh for the kin of the deceased, shortly after the news broke.
The bus was on its way to Poonch from Gali Maidan, when it met with the accident near Bareri Nallah in the border belt of Sawjian, said PTI.
President Droupadi Murmu also grieved the loss of life and said, "My thoughts and prayers are with the bereaved families. I wish speedy recovery of the injured."
(With inputs from PTI and ANI.)