Jayshree Adnath: I hope to help others by talking about my abuse
By MITA MISTRYApr 22, 2021
HOW JAYSHREE ADNATH IS USING HER TRAUMA TO EMPOWER VICTIMS
ABUSE is not just violence and comes in many forms. Coercive-control and financial abuse can be so terrifying that it takes many years to heal from the traumatic experiences.
Jayshree Adnath said it took her 24 years to find answers as to why bad things happened to a good woman and this led her on a deep spiritual journey towards healing unimaginable wounds. The determined survivor is now helping others and has newfound courage.
SPEAKING OUT: Jayshree Adnath
She used that bravery to share her story, from being in a deeply abusive relationship to finding her way out, with Eastern Eye.
“I am a migrant woman who moved from Mauritius to the UK. My abusive relationship began when my husband love-bombed me and hurried me to get married within months of meeting him,” explained Jayshree.
The marriage lasted 11 years, but it would become an inescapable hell – the man she married quickly changed and would regularly humiliate her in public, including in front of friends and family, she said. The constant psychological torture led to financial abuse, where she was given only a little money to buy food and nothing for essentials like sanitary products. She had left everything and become dependent on him, and he would go through shopping receipts to check if she had bought any personal items. “I would cry hysterically for money to survive.
It was like he enjoyed me being in distress and not letting me have sufficient money for basic needs like food. He would constantly threaten me that if I did not obey him, he would report me to the police and get my citizenship application cancelled. He would keep saying, ‘you are so stupid and don’t understand UK financial laws’. He took control of my salary when I was working.”
She said that she soon realised her husband was living a double life and secretly meeting gay lovers. But like many women constantly being abused, she was unable to speak to close family and friends, for fear of burdening them and being judged. The few friends she did find the courage to talk to, laughed at her. The constant financial and psychological abuse led to untold trauma, she explained.
Jayshree volunteered at the Citizens Advice Bureau and got to learn more about UK laws. “I sought help from Woman’s Aid and from this I got into the Freedom Programme, run by Clare Walker who is a domestic abuse consultant and expert witness in court. This support group was like a light being switched on in my mind. I was able to share everything I was going through and unburden myself a little,” she said.
Towards the end of the marriage, she told her sister and parents about her situation, but they weren’t in the UK to give support.
Jayshree said she tried leaving him three times, but he played mind games and constantly threatened that he would take his own life if she left. Her caring nature made her stay, but the abuse continued.
One day after a big row, her husband went away without leaving her any money, and with the help of Woman’s Aid, Jayshree finally managed to leave the marital house. “He was away for four days. My parents sent me some money and I had to pawn my gold chain. I had four days to pack and organise a van to carry my belongings away. I went to the bank about a change of address and explained that I was fleeing domestic abuse.”
Leaving wasn’t easy, however, and Jayshree revealed that she was let down by the police, housing officers, her team leader at the volunteering organisation and a close friend. She was on her own in the country with no one to help her except for the UAVA [United Against Violence and Abuse] group and the Freedom Programme.
She said she found surprisingly little sympathy from authorities and faced the headache of dealing with red tape. “I felt lost, numb and in shock when I left, but finally felt safe when I ended up in a refuge after being kicked out by a so-called best friend.”
The trauma of being abused has resulted in ongoing mental and physical ailments, including PTSD, fibromyalgia and anxiety.
“I have got trust issues and am now an introvert. I no longer want to be around people. I miss the girl I used to be – bubbly, trusting and an extrovert,” she admitted.
But despite ongoing problems, Jayshree said she was no longer just surviving but was trying to live life mindfully, with joy and on her own terms. She was being helped by therapy, support workers, mental health recovery college and mindfulness workshops, with others who have suffered similar experiences.
“I have been able to inspire other women to open up when I talk without a filter about my own abusive relationship. I feel more empowered and communicate in a calmer way. I have grown more confident in sharing my own experiences. It has also cemented my determination to put my name and story out there to encourage abused women to be empowered, rise and stand up for themselves in a safe way,” she said.
The advice Jayshree would give those in abusive relationships is to seek help from organisations like Women’s Aid and the Freedom Programme, and not worry about what others may say. She also recommended therapy to heal the trauma. “Remember, the shame was never for us to carry but it should be on those who abused and hurt us, the perpetrators.”
She suggested south Asian women join groups with women from similar cultural backgrounds who had gone through the same experiences and expressed openly what happened to them as it was empowering. She said the Leicester Counselling Centre was “absolutely amazing in an impartial way”, but south Asian groups led by qualified therapists who understood patriarchal culture were better. “It can be difficult to explain to non-Asians how families impact us and how you get revictimised again and again in our community for years for daring to leave an abusive marriage. It is always the woman’s fault and the vile gossips always blame us women.
“But the recovery toolkit delivered by Hope Training and mindfulness from Adhar for black, Asian and ethnic women, created that safe environment where we were with women from our own culture. For the first time in our lives, we were given that safe space to unravel ourselves even further with women from the same ethnicity.”
Looking ahead, Jayshree said she wants to set up an organisation for migrant black, Asian and ethnic spouses so they are aware of their rights in case of abuse and to help them integrate into British society. She is keen to create a safer environment for women from overseas who are abused in the UK, and good aftercare for those who have left their marital house. In terms of her own future, she said she was now living with purpose to empower more women by sharing her experiences.
If you are affected by any of these issues, visit www.womensaid.org.uk, www.adharproject.org and www.hopetraining.co.uk
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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