LABOUR MP Dawn Butler has called on the government to make a concerted effort to “dismantle structural and systemic racism” in society, as she referred to Eastern Eye’s exclusive investigation this week on a lack of BAME leaders in the NHS.
During a Backbench Business Debate on Thursday (18), Butler referred to a statement by British Association of Physicians of Indian Origin (BAPIO) president Dr Ramesh Mehta who told Eastern Eye this week that a lack of representation at senior levels in the health service was due to “rampant discrimination” and a “club culture” within the NHS.
With a headline titled, “Good enough to die – but not good enough to be leaders”, this week’s Eastern Eye investigates the lack of ethnic minority professionals at NHS trusts in London and other major cities with a substantial BAME population, including Birmingham, Derby and Liverpool.
The newspaper then matched the data with racial inequalities examined by the latest NHS workforce race equality standard (WRES) report and the number of Covid deaths per 100,000 people. It reveals a worrying lack of Asian and black representation and potential for structural racial inequalities.
Eastern Eye found that at Berkshire Healthcare NHS Foundation Trust, of the 13 board members only two are BAME. The trust covers Slough, which is 54 per cent non-white, according to the 2011 Census.
Slough’s Labour MP, Tan Dhesi, lost his grandmother, uncle, and his brother-in-law’s father to coronavirus.
In a separate debate on a similar subject in parliament yesterday (18), Dhesi said, “For me, this is personal. I have lost loved ones to Covid, such as Jagir Kaur, my lovely grandmother, our family matriarch, from whom I learnt so much, but whose coffin I was not even able to carry on my shoulder. Satnam Singh Dhesi, my fun-loving, Slough taxi-driver uncle was taken away from us way too early, and then I had to endure the indignity of watching his funeral online via Zoom. Hemraj Jaymal, my brother-in-law’s father, somehow contracted covid in a Slough care home, and, inexcusably, none of us was there to hold his hand when he breathed his last.”
Dhesi stressed the importance of diversity in healthcare leadership, telling Eastern Eye, “Representation matters because when we have a diversity of thought at the very highest echelons, with their personal knowledge of the black and Asian communities, they would have ensured discussions were had on obesity, diabetes and other health issues and changes implemented.
“So, we could have had a greater concentration on issues affecting BAME communities.
“That’s why we need to change the way things are at the top.”
Eastern Eye also found that in the Midlands and the north of England, at least 13 Trusts have no ethnic minority representation. These include Oldham, Manchester, Derby, Nottingham and Liverpool, all of which have substantial BAME communities.Eastern Eye has been reporting about the disproportionate impact of the coronavirus on ethnic minorities since the outbreak of the pandemic. It has also hosted virtual roundtables with influential Asian healthcare leaders such as the British Medical Association’s chair, Dr Chaand Nagpaul.
Earlier this month, the newspaper reported that since the government announced a Public Health England (PHE) review on April 16, 17 doctors died, 16 of whom were BAME. Since June 2, when the PHE review was published, an additional 18 doctors died after saving lives, 17 of whom were BAME.
During the parliamentary debate yesterday, Butler, the MP for Brent Central, also noted data showing there is an apparent higher BAME death rate across all grades of the NHS, while the risk of dying among all those diagnosed with Covid-19 is higher in BAME groups than in white ethnic groups.
Following the debate, the MP said: “I am pleased that we were able to debate this vital issue. I made it clear that in order to reverse the disparity in health outcomes then incremental changes are no good, we need to tackle the structural barriers and the institutional racism that we see in society.
Butler highlighted another recent Eastern Eye investigation, about whether minister Kemi Badenoch misled parliament during a debate on PHE’s review into the disproportionately high number of Asian and black people who died from Covid-19.
Asking for Badenoch to apologise on behalf of the government for misleading parliament, Butler said: “Eastern Eye, Channel 4 and Sky have doggedly pursued the issue because something just did not feel right. That is why people have taken to the streets—they are tired of the dishonesty.”
Lucky Jain’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
Lucky Jainspent 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.
Lucky Jain’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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