Goodwill as Bad Faith: Unmasking Operation Sadbhavana in Jammu & Kashmir analyzes India's "winning hearts and minds" military strategy dubbed Operation Sadbhavan ("Goodwill") deployed in Indian-administered Kashmir. The analysis works from a recent, emblematic case -- the implementation of that strategy beginning in January 2024 in Topa Pir, Poonch after nine men from the village were arbitrarily detained and tortured by the Indian military in December 2023.  The Indian military killed three of the victims. The analysis demonstrates that rather than provide actual goodwill, Operation Sadbhavana serves to facilitate and further international crimes and violations in Indian-administered Kashmir.