RASHMI BECKER SHARES HER JOURNEY INTO INCLUSIVE DANCE
by ASJAD NAZIR
Two years ago, Rashmi Becker set up Step Change Studios to address the gap in opportunities for disabled people.
In that time, her inspirational organisation has supported over 2,000 disabled people to dance, which includes many for the first time, and created productions to enable them to perform with able-bodied artists at prestigious venues.
Most recently, she produced Fairy Tales at Sadler’s Wells in London with 20 disabled and non-disabled artists from around Europe and the highlight was a piece bringing Indian classical dancers together with a wheelchair dancer to create an Indian-Latin fusion.
Recently, Rashmi also ran the UK’s first ballroom dance programme for people with sight loss.
These latest chapters in the trained dancer’s journey are not only making a real difference but also spreading joy among performers, audiences and participants who did not have access before.
Born and raised in London, Rashmi started as a competitive ice skater at the age of four and began dancing to help her artistic development on ice. “As the younger sister of a brother with autism and learning disabilities, I became aware of the benefits of dance from an early age as music and movement were a fantastic way for us to connect,” explained Rashmi.
As an adult, she became involved in various advocacy activities to support disabled people to have a voice and the same opportunities to participate in society.
Rashmi began working with social care charities that supported disabled people and became concerned by the sedentary lives of many she came into contact with.
When she became a board member of the English Federation of Disability Sport in 2013 and joined the Board of Sport England in 2018, the issue of inactivity and lack of accessible opportunities became even more evident. “One in five people in the UK has a disability. Disabled people are twice as likely to be inactive than non-disabled people, yet seven out of 10 disabled people want to be more active. I decided to do something about this and applied to the Dance Enterprise Ideas Fund and pitched my idea to establish an inclusive dance company. I was delighted to be awarded the grant and set up Step Change Studios in 2017.”
Step Change Studios has had a single vision to provide accessible dance opportunities from grassroots to a professional level. The organisation has made a real difference through community-based work where they have given everyday people of all ages access to dance and a chance to perform on stage.
The professional dance work has also made a powerful impact with projects such as the UK’s first inclusive ballroom dance-inspired show and the recently-staged Fairy Tales with 20 disabled and non-disabled dancers.
The work has made a difference, but also built bridges of understanding and made many realise opportunities are there for the less abled.
She admits that lasting positive change can be slow, but says it’s greater through collaboration. “As vociferous as I am about dance, I continue to be heartened by the impact dance has on our participants.”
Having worked on so many transformative dance projects within the disabled community, Rashmi is unable to pinpoint a favourite.
Although she has done high-profile work - like presenting the only dance piece with a disabled artist at a Royal Festival Hall gala to celebrating 70 years of India’s independence - the work she is most proud of is in the community. “The community-based work is where Step Change Studios makes the most significant impact. We recently ran the UK’s first blind ballroom programme and it was just fantastic to see participants transform both in their dance ability and confidence. We had many tearful moments as people achieved one personal milestone after another.”
Rashmi has many heartwarming stories of individuals whose lives were transformed and says her students make her want to do more because they love dance, work hard, never give up and have an amazing attitude. “When I see the positive impact of dance on people’s lives, it is motivating and affirming.”
She encourages people of all abilities to get more involved in dance and says there are organisations around the UK that can help, such as One Dance UK, People Dancing and her own Step Change Studios. “In the short time since I established Step Change Studios, I have seen a positive change with more people and organisations involved in dance opening themselves to being more diverse. But the dance sector still lacks diversity. While 20 per cent of the working-age population is disabled, in England, just four per cent are employed in the arts. Mainstream dance providers need to be proactive in welcoming disabled and other under-represented groups.”
Step Change Studios is now going international and Rashmi recently spent time in New York learning about the city’s approach to disability and dance.
This will be followed by a UK-US collaboration that has received funding from both sides of the Atlantic and will be staged in September. Other future plans include an exciting project in partnership with a local London authority that will allow disabled people to get the ‘Strictly Come Dancing’ experience, a new programme for people with sight loss and live performances.
The long-term plan is to continue developing more opportunities for people with Step Change Studios and greater diversity in dance.
Rashmi cites her childhood inspirations as Sridevi, Madhuri Dixit, Helen, Gene Kelly and now all those she works with who abandon themselves to the love of dance. She has had the most amazing journey in dance, but has also faced challenges in her life like trying to look out for her disabled older brother.
Dance has helped her through difficult times. “Dance is a sanctuary for me. As well as the physical benefits of being active and developing my abilities in dance, on a basic level, dance is a magical outlet. It makes me happy, allows me to be creative, and to navigate the everyday challenges in life. I gain the same benefits from dance like many of the Step Change Studios’ participants. Dance raises both my heart rate and spirits!”
Rashmi finishes off by telling us the biggest lesson her work has taught her and it is one everyone can learn from. “When I was a child I used to be concerned with what people will think. I was afraid to raise my hand in class or to be different. The success of Step Change Studios is largely because I have not been afraid to try, to experiment, to fail, to seek help and take advice, to recognise my abilities and the abilities of others. I set out to try to do something, and that something has changed my life.”
Lucky Jain’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
Lucky Jainspent 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.
Lucky Jain’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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