OF THE four major forces in the world – politics, military, religion and economics – that decide the quality of people’s lives to a large extent, I see the economic force as the biggest possibility for bringing about some unification and sensible action. In the next ten to fifteen years, the economic leadership is poised to play a far more important role in the world than the others.
Therefore, we are presented with a great opportunity for large-scale change. More than eighty percent of the world’s wealth is controlled by just a few thousand people. Even if just ten per cent change happens in their hearts, the world will change. The world is hungry not because there is no food. There is more food than the seven billion people on the planet can eat. It is just that those who need it do not get it, because one way or the other, those who have the power and the means have not cared enough to do something about it.
Today’s corporations have grown to such a size that they are as big as governments. That is why today’s corporate leaders are required to travel extensively, handle a variety of issues and complexities, and above all, deal with people from diverse backgrounds and cultures. Therefore, a truly successful corporate leader should be very versatile and able to multitask in complex situations. If any human being has to handle very complex issues on a daily basis without being pulled down by those issues and situations, it is extremely important that he is spiritually equipped.
What we refer to as spirituality is just technology for inner wellbeing. Unfortunately, in the course of transferring the spiritual processes through generations, cultural and religious influences naturally become part of it. A spiritual process which is free of cultural and religious trappings is most needed today. Spiritual process need not be taught as a philosophy or a belief system. It can be imparted as simple methods which will naturally lead to a more inclusive way of experiencing life.
The people who make decisions for everybody should be in a good condition because their decisions impact not just them but also a large number of lives. The business community needs to shift from operating from limited ambition to a larger vision. It is very important that they are more peaceful and joyful within themselves by their own nature, not because of the quarterly balance sheet.
The whole modern economy, the very economic engine runs only if people keep buying. When we have an economy like this, we are trying to include more and more people into our list of clients or customers. The idea is to include the whole seven billion people on the planet. Right now, only approximately 40 percent of the world’s population is involved in the economic activity in a meaningful way. Excluding 60 percent of the population and doing business does not make sense – neither your market base nor your human resources have expanded. Expansion is inclusion. You can expand either by conquering or by including. Conquering is a violent way of doing things. So we need to have a model where all businesses can work with more inclusion. That is why we are talking about inclusive economics. It is a gentler way of doing business.
If we want a gentler and more compassionate economic process, it is not charity but inclusiveness that is needed. If there is no sense of inclusiveness in individual human beings, there is no way that the systems they create or actions they perform will lead to inclusiveness.
Spirituality does not mean going to the temple or breaking coconuts there. It is about living here in an allinclusive way, experiencing everything as a part of yourself. Knowing and experiencing life as life, not as individual personalities. One basic aspect of a spiritual process is that it makes one into an all-inclusive human being. At the same time it will hugely equip the individual to be more efficient, more capable, more balanced and in turn more productive. This is good for business. This is good for the world.
Ranked among the 50 most influential people in India, Sadhguru is a yogi, mystic, visionary and bestselling author. He was honoured with the Padma Vibhushan, India’s highest civilian award, in 2017, for exceptional and distinguished service.
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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