Rishi Sunak has offered fresh help to employers hammered by the pandemic in the form of a gradual phase-in of contributions by them to the government's hugely expensive wage subsidy scheme.
"As Britain returns to work, we need to adapt the emergency programmes we put in place to bridge through the crisis," the chancellor said as he unveiled the reforms at the daily Downing Street briefing on Friday (29).
"There is broad consensus across the political and economic spectrum: the furlough scheme cannot continue indefinitely."
He added the "new, more flexible furlough" was a key part of the government's plan to "kickstart the economy".
The chancellor also gave posted detailed explanations of what he termed the "final phase" of the job retention scheme.
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Sunak also announced that firms would be allowed to return workers part-time from July without risk of losing out financially, rather than August as had initially suggested.
"From July 1st, employers will have complete flexibility to decide on the right arrangements for them and their staff," he said.
"For instance, your employer could bring you back two days a week. They pay you for the two days and the furlough scheme covers the other three."
The government has been paying since March 80 per cent of the wages of workers who are temporarily laid off, and who now total 8.4 million, to limit a surge in unemployment.
In August the companies will have to resume pension and social security payments, building up to 10 per cent of wage costs in September and 20 per cent in October, a lesser requirement than reported by media before the announcement.
"By September, employers will have had the opportunity to make changes to their workplaces and business practices," he explained on Twitter.
"Only then, in the final 2 months of the 8-month scheme, will we ask employers to contribute 10% towards people’s salaries with taxpayers paying the other 70%."
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Sunak also brought forward to July 1 the start of part-time work under the programme, a demand of businesses seeking to rebuild gradually. He extended another multi-billion-pound income scheme for self-employed workers as well.
"Now, as we begin to re-open our country and kickstart our economy, these schemes will adjust to ensure those who are able to work can do so, while remaining amongst the most generous in the world," he said.
Although common in other European countries, the income support schemes represented a big shift for the traditionally free-market Conservative Party when they were launched in March as the coronavirus crisis swept the world.
Len McCluskey, leader of the Unite trade union, welcomed Friday's changes but called for more help for the hardest-hit sectors such as aviation and hospitality.
"Without such assistance, and soon, many businesses will simply shut up shop, resulting in the mass unemployment the chancellor has sought to avoid these past two months," he said.
The cost of the two income programmes was now likely to shoot past £100 billion, the Institute for Fiscal Studies, a think tank, said, about as much as for the NHS over the same March-October period.
Sunak declined to say whether he would bring forward his next budget statement, due in the autumn, to spell out how he will tackle Britain's surging debt.
BIG HELP, BIG COST
One in three private sector employees are covered by the Coronavirus Job Retention Scheme, which has already cost the state about £15 billion.
It is due to expire at the end of October and Sunak said on Friday it would close for new claims on June 30.
The Bank of England says the scheme could limit a rise in the unemployment rate to about 9 per cent, double its most recent reading but way below an estimated 20 per cent in the US.
Under the plan, workers have been receiving 80 per cent of their wages up to £2,500 a month.
Some employers had warned they would not be able to pay 20 per cent of the wage costs of their furloughed staff from August -- as reported by media before Friday's announcement -- raising the risk of a fresh surge in job losses.
The Resolution Foundation, a think tank, said even the limited contributions required from August were likely to lead to significant layoffs in the hospitality sector, in which an estimated two million employees are now furloughed.
Sunak said hardship lay ahead for many but the scheme was too expensive to continue indefinitely.
Britain's borrowing in April alone of over £60 billion pounds was equivalent to almost all of the previous financial year. It looks set to hit a towering 15 per cent of the gross domestic product this year.
About 2.3 million claims totalling £6.8 billion have been made under the income support scheme for self-employed people which was extended with a second, slightly smaller final grant available from August.
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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