SCOTLAND YARD has warned the public to be vigilant against scamsters eyeing to exploit people’s vulnerabilities amid the coronavirus chaos.
The Metropolitan Police said the majority of the incidents reported related to online shopping scams, where members of the public ordered and paid for personal protective equipment which never arrived.
Britain's National Fraud Intelligence Bureau said reports related to the pandemic, which has claimed 233 lives in the UK, have rocketed by 400 per cent in recent weeks.
Around 105 such cases recorded since last month caused losses totalling GBP 970,000.
"The majority of scams we are seeing relate to the online sale of protective items, and items that are in short supply across the country, due to the COVID-19 outbreak," said Superintendent Sanjay Andersen.
"We are seeing communities across London rallying together to help each other through this unprecedented public health crisis, and what is a difficult time for many. However, there are a small number of unscrupulous people out there who see it as an opportunity to con others for personal gain," said Superintendent Lis Chapple, the Met Police's lead for Crime Prevention, Inclusion and Engagement.
"The most vulnerable in society are often targeted which makes the offending all the more despicable, and the Met is committed to identifying these people and ensuring they are held to account for their actions. Please take a moment to think about who you are speaking to, what you are agreeing to and what you may be clicking on online. If it seems too good to be true, it probably is," Chapple said.
Since the UK government advised people to avoid unnecessary travel and stay at home where possible, the force said it has received a "small number" of reports where people are using coronavirus as a guise to gain entry to homes and steal.
It called on the people to ensure they check the identity and credentials of anyone who makes an unsolicited home visit, offering a service and asking for payment.
"If you are contacted by someone you don't know, online or in person, and are being pressured to buy something you feel unsure about, take a moment to assess the situation and talk to someone you trust before committing," the Met Police said.
It warns that people and businesses are also more vulnerable to being a victim of cyber fraud as they use the internet more to shop and communicate with friends and family.
It notes: "There have also been reports of coronavirus-themed phishing emails being sent. These attempts to trick members of the public into opening attachments which could enable fraudsters to steal personal information, passwords and banking details.
"Emails sent by fraudsters are often sophisticated and look like genuine emails from banks and other websites you might use regularly, so please be alert to this. If you receive a suspicious email, don't click on the links or attachments, and never respond to unsolicited messages or calls with personal or financial details."
Fraudsters have been caught selling counterfeit face masks and hand sanitisers, including one containing an ingredient banned for human use six years ago.
"By tricking elderly and vulnerable people in self-isolation to part with their cash, fraudsters are playing roulette with the lives of those most at risk," said Simon Blackburn, chairman of the communities board of Local Government Association, which speaks for local councils in England and Wales.
"Keeping the elderly and those with underlying health conditions safe is every council's top priority and councils will do everything in their power to prosecute fraudsters and seek the toughest penalties for criminals taking advantage in this despicable way," he said.
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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