CAMPAIGNERS have warned of a spike in domestic abuse cases in the UK after the government implemented a nationwide lockdown last week in light of the Covid-19 outbreak.
Prime minister Boris Johnson announced the restrictions on movement of people to halt the spread of the coronavirus infection last month.
The new measures mean many are unable to leave their homes unless they have a necessary reason to do so. Those in self-isolation have been told not to leave their home for 14 days.
Activists have raised concerns that domestic abuse cases will increase and many victims will not have access to support. Aneeta Prem, founder of Freedom charity, described the problem as a “pressure cooker situation” and warned that cases could “exacerbate ten-fold during this crisis”.
“We know that anytime there are people staying at home together, such as over the Christmas holidays, domestic abuse cases go up,” she told Eastern Eye. “We are absolutely expecting a spike of cases.”
Sharan Project founder Polly Harrar said she expected to see a significant increase due to people being in isolation. There are concerns around controlling behaviour and honour related abuse, she added.
“A key challenge many victims will face is gaining the opportunity to safely access support. The workplace could have provided a safe space, this is no longer available for many,” Harrar told Eastern Eye. “With the closure of schools, vulnerable children are also likely to witness or be affected by abuse within the home.”
Recent statistics released by Avon and Somerset Police revealed a 20.9 per cent increase in domestic abuse incidents in the last two weeks from 718 to 868.
Baroness Beverley Hughes, Greater Manchester’s deputy mayor for policing and crime, also admitted they were expecting to see a rise in domestic abuse incidents. “The potential for tension to arise in the home as a result of what we are asking people to cope with, in order to suppress the virus, is going to increase,” she said. “Therefore we would be right to think this might display itself in an increase in the number of domestic incidents we are called to.”
Justice secretary Robert Buckland also warned the Commons Justice Committee last month that the UK may see an increase of cases of domestic abuse during the coronavirus outbreak.
Although the government recently published guidance for providers of safe accommodation for victims of domestic abuse, many remain unsure how specialist refuges will cope with an influx of people requiring their services.
A spokesperson for domestic abuse charity Women’s Aid said they hoped to see government continue to ensure that refuge services could operate safely and effectively amid the on-going pandemic.
“This is likely to be a challenging time for refuge services, who continue to face a funding crisis and severe levels of demand for their help,” they said.
Prem admitted she worried for people who contacted Freedom for safe housing. She believes many refuges and hostels will be unable to accommodate the victims in light of the pandemic. “Usually, we’d say we could help people and find them a refuge, but we can’t – there is nowhere for us to send them,” she said.
Both Prem and Harrar said their services would remain open, including online access and email services. “We will continue to be available through email and phone services as well as through our social media channels,” Harrar said.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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