KAREENA KAPOOR KHAN ON HOW SHE ADAPTED TO CHANGES IN THE FILM INDUSTRY
by MOHNISH SINGH
SHE may only be 39, but Kareena Kapoor Khan has been at the top for nearly 20 years and delivered notable work ever since her debut film Refugee, which released in 2000.
After a brief sabbatical, she returned to light up the silver screen with taboo-busting chick flick Veere Di Wedding (2018), which went on to become a commercially successful female-centric film.
The diva can be currently seen in rib-tickling comic-caper Good Newwz, which has scored big box office numbers. She stars alongside Akshay Kumar, Diljit Dosanjh and Kiara Advani in a film that has received unlimited love from critics and audiences alike. The in-demand A-list star has big upcoming projects, including Angrezi Medium, Laal Singh Chaddha and Takht.
Eastern Eye recently caught up with the beautiful and talented actress to talk about Good Newwz, her eagerly awaited historical drama Takht, finding a fine balance and her super hit radio show What Women Want. Kareena also talked about the kind of films she would like to do in future and how she adapted to changes in Bollywood.
How was it reuniting with Akshay Kumar in Good Newwz?
The phase that Akshay Kumar is going through now reminds me of Amitabh Bachchan. It’s his golden period, and I think there is nobody who deserves it more than him. The hardwork he puts into his work, the heart he puts into his characters and the way he has worked through all these years to reach this position is amazing. Of course, our relationship is 30 years long.
Bollywood is making a lot of historical films these days. Do you have any favourite figure from history you would like to portray on the big screen?
I am already working on a historical film (Takht). I will wait till that starts. It’s a huge historical film because it’s based on the Mughal empire with Dara Shikoh and Aurangzeb as the focal point. I am playing the character of Jahanara Begum. In the Mughal period, she was the most important woman in the court. All of Shah Jahan’s decisions in the court during his reign were made after consulting her. Hers is an important character in the film. Her journey has not yet started, but I am excited to play it.
How do you balance your work life and family life?
It is difficult, that is why I am particular about my timings. For this film [Takht] too, I made it clear about how many promotions I would do. Between 12pm and 4pm you can ask me whatever you want, but after 4pm I will leave to be with my child. The gist of all this is time management and being strict about it.
When actors do a slice-of-life or comedy films such as Good Newwz, people think they don’t need to prepare much for the role. What’s your take?
In fact, it takes more preparations. We only give credit for intense shots or where we put glycerine, but what Akshay Kumar does is the toughest thing to do. It’s very difficult to match that timing, to make that person laugh and to know if the gag is working or not. I feel that he should get more credit than he gets.
What is good news for you on a day-to-day basis?
I have always found good news in small things. My good news is that today I am eating halwa. It’s something to be happy about – that I could eat something I like. So, small things make me happy. I enjoy the time I spend with Taimur, including his meal times. I want to be there for his every meal, and I make sure that time is just about us.
How do you de-stress after a long day of work?
My de-stress time is when I can just switch off. I don’t go out. I don’t go to parties or any other social events. I do my work, come home and spend time with my family. When I am with my family, that is the time I am most de-stressed and relaxed.
What made you accept anchoring a radio show?
It is something that is just spectacular because it has never happened before that you had a radio show on what women want. And the way we broadcast different stories and the people who came to our show and talked so freely were amazing. It is inspiring and that is why it is such a big success, and we have gone into season two, and we will be doing a season three because the show is a huge hit. Women are coming and opening their hearts to us; they are sharing what their thoughts are on important topics. For example, Sharmilaji talked about what it is like being a mother-in-law and about motherhood; Sonali Bendre talked about self-love when you have gone through so much in life and Taapsee [Pannu] talked about women’s safety. These are the topics that needed to be addressed and that is why I love doing this show. I am very proud to be associated with it.
You have been in the film industry for two decades now. How have you adapted to all the changes it has gone through over the years?
I don’t know many female actors whose career ran through two decades. In India, it has not. In Hollywood, female actors have continued after marriage and children, and even when they grow older, they hold a certain position. This is something that has been a conscious decision. Reinventing yourself, having belief in yourself is what it is all about and this is what I am going to do. It is something I have kept in mind and I have the self-confidence for it.
What kind of films would you like to do in the future? Any particular genre?
I want to do a thriller. I have been telling everyone that I want to work in a thriller. After Talaash (2012), I never dabbled in the thriller genre. It has been quite some time. So, an interesting thriller is something I would like to pursue in the future.
In Good Newwz you play a character who gets pregnant. When you found out about your pregnancy whom did you tell first?
I shared the news with Saif first, and we were excited about it because we wanted to start a family. We made the decision to start a family together. I believe that a husband and wife should consciously have a discussion about starting a family and when they want to start it. They have to be on the same page. Obviously, it was great news. I was very happy when I knew I was pregnant. (Laughs) It was the best phase of my life because I could eat and do whatever I wanted.
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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