The bus ferrying pilgrims was on its way from Amritsar to Katra, said an official.
He said that the driver lost control on the bus when it reached Jhajjar Kotli on Tuesday morning and it skidded off the road.
The bus fell into a deep gorge, he said.
Ten people have died and nearly 40 suffered injuries in the mishap, he added and said that a rescue operation is launched immediately by the police and locals.
Five critically injured have been rushed to the Government Medical College and Hospital Jammu while others are admitted to Primary Health Centre Dansal. Deputy Commissioner Jammu, Avny Lavasa also confirmed the accident. (UNI)