Bridal Genesis: After finishing my studies in fashion from London, I started my eponymous couture label eight years ago, and it was an exciting time for me because it almost felt like having your first child. A lot of care, dedication, hard work, sleepless nights, and prayers were all put into structuring a business. I always wanted to design an affordable, yet glamorous and luxurious bridal wear, and I was able to culminate that with the help of a very talented and hardworking team of artisans. Our designs were admired and adorned by brides from almost every ethnicity.
First collection: My first collection was an amalgamation of ideas derived from the Victorian era wherein a lot of delicate fabrics like French lace, Chantilly, tulle, and silk were used to create a sublime bridal wear. The entire line was intricately hand-made in India to create a majestic look with Swarovski crystals, pearls, glass beads, sequins, and lurex threads. Since this was my first collection, it holds a very special place in my heart. When we debuted this line in London, it received a superlative response.
Magic 100: In 2019, we reached a grand milestone of dressing more than 100 brides for their big day. This was a remarkable and special feeling for us, as we celebrated this milestone with ‘our stars’, who are our team of artisans. Within the first few years of our brand presence, we managed to dress up brides who came from multicultural backgrounds and ethnicities. Simultaneously, we also started our menswear line and dressed up many grooms to match their bride’s outfits.
Going global: Our first international cover feature with a leading bridal magazine was definitely worthy of one of my top 10 fashion moments. All the models on the cover were dressed in signature Mansi Malhotra couture ensembles. The cover was revealed by Bollywood superstar Kareena Kapoor Khan in London.
International award: Being personally honoured by the coveted Indian Community Federation in South Africa for two consecutive years in 2013 and 2014 at their Eastern Bridal Fair in Durban. The show comprises of various Bollywood acts, with movie stars flown in, and choreographed fashion shows for three days at a time. I was the only Indian designer to have been invited on this podium for two years in a row for the finale show. It was truly a unique opportunity for me to meet and interact with the warm and loving Indian community there. I also exhibited my collection, which was sold out both times at the bridal fair. Previously, Indian designers like Payal Singhal, Vikram Phadnis and Varun Bahl have been participants at this event.
Surreal inspiration: I have been greatly inspired by artists, fashion designers and musicians, among others, and one such inspiration ranks at the top for me. It was when I went to see the exhibition titled Savage Beauty in honour of late British designer Alexander McQueen at the Victoria & Albert Museum. This was a truly lifetime sensory experience, where I witnessed McQueen’s spectacular catwalk presentations unleashed with powerful and romantic aesthetics, almost evoking the feelings of shock, darkness, and sublimity.
Flying high: Our diffusion line Birds of Arcadia was an ethereal and highly satisfactory creative design process for me. This was the first time we were using mostly silk threads for handwork with limited use of sparkle to create our Luxury pret collection. It was a risky proposition for me to try as I had been designing bridal wear until now, but with this collection, I explored the idea of making subdued couture with minimalism to reach out to the larger audience. Birds of Arcadia was sold at some of the top multi-designer retail outlets and e-commerce platforms.
Delightful drape: With the drape sari we conceptualised a modern version of the sari way earlier than our peers and it became the top-most selling item for us right from the beginning. We have sold multiple units of variations of the drape sari in many countries and still continue to do so. We established our signature drape and one such design has been selling for us for eight years now and continues to be in demand. It’s a wonderful feeling to see our drape saris sell so well and have been reordered by almost every client who has bought it. They all love it.
A touch of sparkle: The launch of our jewellery line has been a great learning curve for me. I loved juxtaposing precious stones, south-sea pearls, diamonds and polki with real gold to create a bespoke range of jewels. Our designs have been liked and bought by some of the very well-known personalities in the UK, Hong Kong, India, South Africa, USA, UAE, Singapore, and Australia. We provide a complete range of jewels for brides and their families, for all the wedding functions.
French motivation: I love to travel and seek inspiration for my artworks and exploring art museums in every city. I have always admired the French luxury brand Baccarat for their high-end, fine crystal products. Hence, I paid a visit to the Baccarat Museum in France, and it was a mesmerising visual experience for me. I took inspiration from their impeccability in design and inculcated certain ideas into our hand-embroideries and jewellery even. As a designer, such creative outbursts have been emotionally rewarding for me and for our business too.
Mansi Malhotra is an independent couture fashion designer, who has a global clientele, including in India, London, Dubai, Singapore, South Africa, Hong Kong, USA, Australia, Pakistan and Bangladesh. Visit Instagram & Facebook: @mansimalhotraofficial
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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