Pramod Thomas is a senior correspondent with Asian Media Group since 2020, bringing 19 years of journalism experience across business, politics, sports, communities, and international relations. His career spans both traditional and digital media platforms, with eight years specifically focused on digital journalism. This blend of experience positions him well to navigate the evolving media landscape and deliver content across various formats. He has worked with national and international media organisations, giving him a broad perspective on global news trends and reporting standards.
INDIA reported its most Covid-19 cases and deaths in months on Monday (22), on the first anniversary of the start of a chaotic nationwide lockdown that left many people jobless and shrank the economy.
Authorities reintroduced some curbs to slow the spread of the virus, especially in the western state of Maharashtra, which accounted for nearly two-thirds of the 46,951 new infections and the majority of the 212 deaths.
Some hospitals in the country's worst-affected districts have begun to run short of beds, and there is a rising clamour for the immunisation campaign to be widened to cover more people, instead of just the elderly and those suffering from other health conditions.
With the biggest rise in cases since early November, India's total has surpassed 11.65 million, the highest in the world after the US and Brazil. The increase in deaths was the largest since early January, and took the total to 159,967.
In some parts of India, most people still go out without masks and flout advice on social distancing, including politicians campaigning in four states where elections will begin later this month.
The health ministry has also warned that a huge gathering of devotees for a Hindu festival could lead to a spike in cases as people from all over the country flock to the banks of the Ganges river in the holy northern town of Haridwar.
Local authorities have said they expect 150 million visitors at the weeks-long Mahakumbh that began this month and peaks in April. The festival is held only once every 12 years, and many Hindus believe bathing in the river during this period absolves people of sins.
The surge in cases has also brought into focus India's low rate of immunisation relative to population, despite being the world's biggest maker of vaccines.
India has administered more than 44 million doses since starting its vaccination campaign in mid-January, but wants to cover 300 million of its 1.35 billion people by August.
Vaccine exports
India has donated or sold more than 60 million vaccine doses to 76 countries, saying some shipments are necessary to meet contractual obligations.
As vaccine demand rises at home, top vaccine manufacturer the Serum Institute of India (SII) has delayed further shipments of the AstraZeneca shot to the UK, Brazil, Saudi Arabia and Morocco.
India has accepted experts' recommendation to widen the interval between two doses of the AstraZeneca shot - branded as COVISHIELD by SII - to 4-8 weeks, from 4-6 weeks currently.
The longer interval could help India cover more people with at least one dose.
In Britain, regulators have said shots can be given up to 12 weeks apart. India's health ministry said "it appears that protection is enhanced if the second dose of COVISHIELD is administered between 6-8 weeks, but not later than the stipulated period of 8 weeks".
Maharashtra, India's richest state, has offered to make doses itself to ease the supply pressure on SII and vaccine developer Bharat Biotech, whose COVAXIN shot is also being used in the country's inoculation programme.
The state reported 30,535 new coronavirus infections in the past 24 hours, forcing local authorities to reopen some quarantine centres. The centres had been closed after the national daily caseload began to decline after peaking at nearly 100,000 cases a day in September.
Maharashtra, home to Mumbai, has been accounting for more than half of India's total cases after the full reopening of its economy unleashed a second wave of infections late last month.
Nearly a dozen other states, including Punjab, Madhya Pradesh and Karnataka, home to the tech hub of Bengaluru, have also seen a spike in cases in the past few weeks.
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.
By clicking the 'Subscribe’, you agree to receive our newsletter, marketing communications and industry
partners/sponsors sharing promotional product information via email and print communication from Garavi Gujarat
Publications Ltd and subsidiaries. You have the right to withdraw your consent at any time by clicking the
unsubscribe link in our emails. We will use your email address to personalize our communications and send you
relevant offers. Your data will be stored up to 30 days after unsubscribing.
Contact us at data@amg.biz to see how we manage and store your data.