Mohan Lal, aged 65 years, was returning from the cave shrine after paying obeisance when he suffered a heart attack near a temple in Samba district, police said.
Lal, a resident of Madhya Pradesh, was rushed to the district hospital where he was declared brought dead by doctors.
With one more death, the toll since the commencement of annual pilgrimage on June 25 rose to 98.
Officials said the yatra was going on smoothly and so far over 5.85 lakh pilgrims have offered prayers at the shrine housing the naturally-formed ice 'shivlingam'.
The yatra will conclude on August two coinciding with the Raksha Bandhan festival.