SEEING her mother and grandmothers constantly trying new recipes in the kitchen as a youngster, first connect Aanal Kotak to cooking.
Growing up with these culinary queens constantly trying new dishes drove her towards becoming a celebrity chef, TV personality and hotelier.
The Gujarat-based entrepreneur owns renowned restaurants such as South Ak , The Baking Couture, and The Secret Kitchen in India and Australia. She has also written the captivating book Secrets of a Professional Kitchen and appeared on Master chef India.
Eastern Eye caught up with the food trailblazer to speak about her culinary journey and future plans, including the use of AI.
She also gave top cooking and dinner party tips. What has been your most memorable moment?
The most memorable moment was the opening of our first Secret Kitchen restaurant in Vadodara seven years ago. We got kids from the rural area for the opening and served them first before it was open for the public. All the restaurants have been opened like this. Seeing such happiness on the kid’s faces is the ultimate happiness. These under privileged kids are welcomed every time, including at our luxury fine dining restaurants, and served good food. I cherish these moments.
Which of your ventures has been closest to your heart?
The Secret Kitchen and Akshada are the two brands closest to my heart. Akshada is very authentic and historic Gujarati cuisine, with recipes from my mom, dadi and nani. It’s very much how they historically made dishes when living in the villages. Those recipes have that home cooked, traditional method, which is being lost today because lots of fusion has happened.
Kotak cooking
Having that authenticity is very close to my heart. Tell us about The Secret Kitchen restaurant brand?
Secret Kitchen is all about modern Indian cuisine. It is not typical north Indian cuisine. We have dishes including from Gujarat, which combine tradition with a modern way of serving. For example, we have samosas from a small town in Kutch, which are served to a global clientele, including in Australia, in a contemporary way. It’s a great meeting of the old and new worlds. We will be opening in Canada soon.
Tell us about some of The Secret Kitchen recipes.
In The Secret Kitchen, we change our menu every eight months. The recipes are based on finding hidden gems, whilst travelling across India. They are served in a very modernised way. We have a much loved stuffed white pasta dish, which I created on my TV show, which was revamped for The Secret Kitchen. There are many such dishes, where I have taken inspiration from different parts of India.
What top cookery tip would you give?
When you are happy in the kitchen it makes a lot of difference. A simple dish cooked when in a good mood will always taste better than something complex made in a bad mood. So, for me, a pinch of love, creativity, dedication, and passion into cooking is the biggest secret ingredient, which takes all your dishes to a whole new level.
How important is it to learn about spices in cooking?
A good knowledge about spices when learning about cooking is first and foremost. If you know about spices well enough, and understand their various combinations and uses, then they become the biggest strength and secret ingredient to taking your dishes to the next level. I truly believe spices are the hero of any successful culinary journey.
What is the best advice you can offer for organising a good dinner party?
A good dinner party should have variety, which will enable guests to create their own dishes. So, for example having rice with a choice of different gravies, veggies and toppings enables guests to create something they will like. A small variety can make a big difference. You can add a little fun with barbecue or desert stations. Find out ahead of time what dishes guests like and if they have any allergies.
Who is your own culinary hero?
My mother and grandmothers will always be my culinary heroes. Seeing them cooking every day and learning from them has shaped me. Even today, I ask them for advice if I am stuck with a recipe or the creation of any product at my factory. Their knowledge helps me develop new products and understand the technique behind, making it perfectly. They are my biggest guiding lights.
If you could master something new in cooking, what would it be?
With cooking, there will always be something new to learn. Every day, there are new things and ingredients coming in the market. You need to adapt to those new techniques and technology. So, it’s a constant learning process. These days AI is helping the cooking and restaurant industry evolve.
Tell us more about that.
A lot of new tools, technology and text is coming up for professionals. I’m very keen right now to gather that knowledge and merge AI into routine operations of being a chef. I’m enjoying trying to master that optimised use of AI as a tool into my kitchen.
What are your future plans?
There are many ventures coming up, including a new dine in restaurant and two new brands. A luxury dining restaurant above The Secret Kitchen is something I’m working on. So, I’m coming up with a lot of new things and constantly evolving.
What inspires you?
Every day, I am seeing a growth within myself in terms of knowledge and growth. Both personally and at my company level. This inspires me to work harder, aim higher and achieve more goals. So, my own growth is a constant source of inspiration.
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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