Many lack emotional stability required for this spiritual path
By SadhguruJun 28, 2024
FUNDAMENTALLY, kriya means internal action. When you do inner action, it does not involve the body and the mind because both the body and the mind are still external to you.
When you have a certain mastery to do action with your energy, then it is a kriya. If you do external activity we call it karma; if you do internal activity we call it kriya. Traditionally, or in the general sense of the term it is understood like this: karmas are those which bind you, kriyas are those which release you.
Whatever we do with body, your attitudes and your thought, for example today your thoughts may go in one direction. Tomorrow if another person influences you, they will go another way.
Similarly, whatever we do with your body, your body is well today so it likes asanas. Tomorrow morning if your body is stiff, you will hate asanas.
Your emotions are not reliable. At any moment they can shift from this to that. But your energies are different. Once we start working with the energy in a certain way, it has a different kind of depth to life. Suddenly, there is a different dimension to every aspect of your life because your energies have been touched and activated in a completely different way.
Kriya yoga is a very powerful way to walk the spiritual path, but at the same time it is a very demanding way. What it demands out of a person is so tremendous. It needs discipline and a certain exactness about everything. Most people don’t have the body, the mind or the stability of emotion for the kriya yoga path anymore because right from childhood, people are in too much comfort.
Comfort does not mean physical comfort. Sitting in a comfortable chair is not an obstruction – enjoy it. But your whole being is seeking comfort, which is a great obstruction. If you are seeking comfort, then that kind of mind and emotion is unsuitable for the path of kriya yoga.
If we want to teach you kriyas just as practices, I can write a book about it, and you can read and learn it; but if you want the kriya to be a live process, if we want the kriya to be imprinted into your system in a certain way, then it needs a certain discipline and dedication.
It needs a certain amount of trust to open up your energies to the other person so that you become absolutely vulnerable. He may do anything with you, and initially you will start wondering what the hell he is doing with you because the initial stages of kriyas can be such that you don’t know whether you are getting enlightened or you are going mad. You must have enough trust to sustain through those periods; otherwise kriya will be difficult.
So generally on the path of kriya, most Gurus make the disciples wait; waiting is the best way. Just make him wait, wait, and wait and still his trust does not shake, then he can be initiated into kriyas. Otherwise, once you power him in a particular way that his system is vibrant beyond normal standards, if his attitudes and emotions are not proper, he will cause immense damage to himself.
Kriya yoga is important only if you want to do things beyond realization. If your interest is only to somehow escape this prison and get away, you just want enlightenment or mukti, then you don’t really have to walk the kriya yoga path. Kriyas can be used in a small way, it need not be too intense. If you follow the path of kriya very intensely, without guidance it may take a few lifetimes to mature. If there is somebody alive who can do things with you, then it can happen in this life.
Otherwise kriya is a little roundabout way, but here you are not only seeking realization, you also want to know the mechanics of life-making. You want to know the engineering of how life is built – what to do about it. That is why it is a much longer process.
Ranked among the 50 most influential people in India, Sadhguru is a yogi, mystic, visionary and bestselling author. He was honoured with the Padma Vibhushan, India’s highest civilian award, in 2017, for distinguished service.
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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