Asians urged to exercise caution over low rates of physical activity
Better awareness of health problems among ways to break down barriers, say experts
By Nadeem BadshahJul 20, 2024
BRITISH Asians are at a greater risk of health problems after government figures showed that they continue to do less exercise than other groups.
The percentage of people from a south Asian background doing at least 150 minutes of moderate or intense physical activity a week was 55 per cent, below the national average in the UK of 63 per cent.
While the figure of 55 per cent for 2022 was higher than in the previous two years, it is still lower than the black, Chinese, white British, white other as well as mixed race communities.
Gurch Randhawa, professor of diversity in public health at the University of Bedfordshire, said its research highlights the need to develop culturally competent opportunities to use green spaces, and undertake physical activity.
He told Eastern Eye: “There is a plethora of research demonstrating lower rates of physical activity among minority ethnic communities in the UK.
Professor Gurch Randhawa
“The reasons for this are multi-factorial – relating to environmental barriers, socio-economic barriers, and for some, cultural barriers.
“Indeed, in our recent University of Bedfordshire research paper published [in February] relating to a study commissioned by Chilterns Conservation Board – we undertook one of the UK’s largest surveys across two ethnically diverse towns in southeast England investigating green space usage, including activities and reasons for using green spaces.
“The findings revealed that older people, those with higher levels of deprivation and those from a minority ethnic background were all shown to be the lowest users of green spaces.”
The data, published in January by the Department for Digital, Culture, Media and Sport, also showed that 59.6 per cent of men of south Asian origin were physically active, with the figure dropping to 49.7 per cent for Asian women.
And among those aged between 16 and 74 years, people from an Asian background were less likely than average to be physically active.
The age group most likely to do at least 150 minutes of weekly intense physical activity was in the 16-24 category.
Dr Kiran Patel, chief medical officer and a consultant cardiologist at University Hospital Coventry and Warwickshire NHS Trust, warned it was imperative to have a healthy approach to exercise.
He told Eastern Eye: “Many of us struggle to achieve this level of exercise [150 minutes a week], but in the absence of a health condition which prevents exercise, we must aim to motivate ourselves to get going. Start slowly and build up gradually.”
Patel added: “There are many reasons given by the south Asian community as to why they are unable to exercise, such as lack of facilities, lack of same-sex classes, poor motivation, inadequate time and many more reasons.
“Whatever the reason, we must encourage ourselves and each other to undertake exercise to improve our mental and physical health. The benefits are vast, including reducing the risks of diabetes and heart problems.”
The statistics also showed people from an Asian background were less likely to be physically active than the average for every socio-economic group, including managerial and professional jobs, except in the long-term unemployed group.
And people of south Asian heritage were less likely than average to be physically active in all regions except for the northeast and southwest, where sample sizes there were too small to make reliable conclusions.
Regina Giblin, a senior cardiac nurse at the British Heart Foundation charity, said it funded projects which show that south Asians in the UK are at a higher risk of developing type 2 diabetes or high blood pressure compared to white Europeans.
Giblin added: “Patients with diabetes or high blood pressure are more likely to later have heart failure, dementia, heart attacks or strokes than those who don’t have the disease. It is believed this higher risk is partly down to genetics and research is continuing in this area.
“However, it may also be down to lifestyle, and clearly, exercise is good for your heart health whatever your ethnicity.
“ Exercise can help everyone live a healthier life, and can reduce your risk of developing heart and circulatory disease as well as help control blood sugar. Regular movement helps maintain a healthy weight and can reduce your blood pressure and cholesterol. It’s also important to work on your balance and flexibility with exercise such as Pilates.”
Harmander Singh, a running coach from east London who has done more than 150 marathons, said: “There’s no one to help guide England Athletics in their projects to break down barriers [in Asian communities]. You have got to be within it to change. There are too many layers by management.”
Singh added: “Parkrun is much more inclusive, it is free and encourages volunteers. Out of 456 Parkruns I have done, I have volunteered 282 times, from a marshall to time keeper.”
A separate study said exercise should be a “core treatment” for people with depression as some forms are just as good as therapy. Walking, jogging, yoga and strength training appeared to be more effective than other types of exercises, according to the findings published in the British Medical Journal in February.
And the more vigorous the activity, the better, according to the research team led by academics in Australia.
Low intensity exercises such as walking and yoga had meaningful benefit. But when exercise was combined with antidepressants, this improved the effect of the drugs, the research suggested.
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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