Avoiding distractions is key to staying on spiritual path
Sadhguru
By SadhguruDec 10, 2024
A FUNDAMENTAL requirement for anybody who wishes to grow on the spiritual path is to create an undeviated flow of energy towards the one and only goal in life – to attain to the highest and not settle for anything less than that.
If there is a person who is capable of channelling himself without any break, he is a blessed one.
But rarely do people come like that. Most people lead lives only in jerks – few moments of running, then stopping or may be going backwards, then running and running backwards. This is how life goes waste for most people. They need somebody to keep them moving all the time. That somebody’s job is to use the carrot and stick with some equanimity, as the need arises. Sometimes, carrots don’t work, then the stick. Sometimes sticks don’t work, and then the carrot – it is like that.
Ramakrishna described the role of a guru in a very nice way. He said there are three types of gurus who are like three different classes of doctors. There is one type of medical man who, when called upon, looks at the patients, feels his pulse, then prescribes the necessary medicine and asks them to take them. If the patient declines, they just go away without troubling themselves further about the matter. In the same way, there are some religious teachers who don’t care much whether their teachings are valued, acted upon or not.
Doctors of the second type not only ask the patients to take their medicine, but they also go further. They expostulate. They leave no stone unturned to make other people walk the ways of righteousness and truth by means of gentle persuasion. The third and the highest kind of doctors would proceed to use force with the patients, in case he shows any reluctance to take the medicines. Such an advisor would go to the extent of putting his knee on the chest of the patient and forcing the medicine down his throat. Similarly, there are some gurus who would use force, if necessary, on their disciples, with a view to making them walk on the path to the ultimate.
In every aspect of life these three kinds of people exist. Why Ramakrishna considers the last one as the highest is because he takes the risk of becoming unpopular. He takes the risk of being labelled “cruel” and takes the risk of being considered as not at all spiritual. Why such teachers exist or why this is needed is because, by your own nature, you are like a frog. Whichever way he sees a mosquito, he goes in that direction. This way, you can’t reach anywhere. At the most you will fill your belly, that is all. If filling the belly is the only purpose of life, then that is okay.
Once you are on the spiritual path, once you have seen what is the goal of your life, this sniffing around should stop because there are so many things that smell good on the way. Wherever something smells good if you turn, you are not going to get anywhere. Even a man who wants to make money, a man who pursues his pleasure, even he goes with 100 per cent involvement towards what he wants.
If that is so, when you are seeking the highest, you know how you should be? It is not that if you cannot do anything else in your life, you can be spiritual, that is not so. If you can take up anything and do it in this world, then there is a possibility you may be fit for spirituality. Not otherwise.
n Ranked among the 50 most influential people in India, Sadhguru is a yogi, mystic, visionary and a New York Times bestselling author. He was conferred the Padma Vibhushan by the Indian government in 2017, the highest annual civilian award, accorded for exceptional and distinguished service. He is also the founder of the world’s largest people’s movement, Conscious Planet – Save Soil, which has touched more than 3.9 billion people.
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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