Tobacco-related cancers kill 1.3 million annually across seven nations: Study
The researchers observed that the collective contribution of India, China, the UK, Brazil, Russia, the US, and South Africa accounted for over half of the annual worldwide cancer-related fatalities
According to a study published in The Lancet's eClinicalMedicine journal, over 1.3 million lives are lost annually due to tobacco-induced cancers across seven countries, including India.
The researchers observed that the collective contribution of India, China, the UK, Brazil, Russia, the US, and South Africa accounted for over half of the annual worldwide cancer-related fatalities.
They highlighted that nearly two million deaths resulted from smoking along with three other avoidable risk factors: alcohol consumption, obesity, and human papillomavirus (HPV) infections.
Conducted by researchers from the International Agency for Research on Cancer (IARC), Queen Mary University of London (QMUL), and Kings College London, UK, the study also examined the impact on years of life lost due to cancer.
They determined that the four preventable risk factors accounted for a loss of over 30 million years of life annually. Among these factors, smoking tobacco had the most substantial impact, causing a loss of 20.8 million years of life.
"Seeing how many years of life are lost to cancer due to these risk factors in countries around the world allows us to see what certain countries are doing well, and what isn't working," said Judith Offman, Senior Lecturer at Queen Mary University of London.
"Globally, someone dies every two minutes from cervical cancer. Around 90 per cent of these deaths occur in low- and middle-income countries and could be cut drastically with comprehensive screening and HPV vaccination programmes," said Offman, who worked on the study while at King's College London.
The researchers made the findings by collecting population attributable fractions of the four risk factors from previous global studies, and applied these to estimates of cancer deaths during 2020.
Preventable risk factors were associated with different cancer types in different places, they said. For example, in India, there were more premature deaths from head and neck cancer in men, and gynaecological cancer in women, but in every other country, tobacco smoking caused the most years of life to be lost to lung cancer.
The researchers believe that this is due to differences in each of the countries.
Cervical screening is less comprehensive in India and South Africa than in other countries like the UK and the US, which would explain why there are more premature deaths from gynaecological cancers due to HPV infection in the two countries, they said.
The higher number of years of life lost to head and neck cancer in men in India could be explained by smoking habits being different to those in the UK, with the general population smoking different tobacco products, according to the researchers.
Additionally, there are gender differences in the number of cancer deaths and years of life lost to different risk factors.
Men have higher rates of years of life lost to smoking and drinking alcohol, because smoking and drinking rates tend to be higher in men, they said.
The study shows that in China, India and Russia, rates of years of life lost to tobacco smoking and alcohol were up to nine times higher in men than women.
Being overweight or obese, and HPV infection, led to more cancer deaths and years of life lost in women than in men.
In South Africa and India, HPV led to particularly high rates of years of life lost with a large gender imbalance, they said.
Rates were 60 times higher in women than men in South Africa, and 11 times higher in India, which highlights the urgent need for improved access to cervical screening and the HPV vaccination in these countries, the analysis shows.
"We know that HPV vaccination prevents cervical cancer. This, coupled with cervical screening, could eliminate cervical cancer as a public health problem. Countries need to come together on this ambition," Offman added.
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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