THE author of an Indian cookbook hopes her recipes will counter the notion that food from the subcontinent is “oily, heavy and creamy”.
Mira Manek’s first book Saffron Soul is a collection of Indian dishes with a contemporary twist.
Indian-inspired recipes for layered lentil and sweet potato jars; mango shrikhand (a sweet dish typical from the western state of Maharashtra); and cheesecake are Manek’s offering that keen foodies can experiment with and appreciate.
Acknowledging that Indian food can be seen as rich and unnecessarily unhealthy, she is eager to provide a healthier alternative.
“It doesn’t need to be so offputtingly heavy,” she told Eastern Eye. “There are in fact so many regional cuisines in India, each so distinctly unique and different, from south Indian coconut and ricebased dishes to Gujarati vegetarian cuisine with snacks galore and the richer north Indian curries and naans.
“The Indian ingredients and spices themselves are so incredibly beneficial. It’s the way Indian dishes are cooked, the addition of cream and excessive oil that have given Indian food its unhealthy reputation.”
This Diwali, the chef is hosting a supperclub at Dalloway Terrace, a stone’s throw from the hustle and bustle of London’s Oxford Street.
Manek’s supperclubs are known for their appetising and colourful feasts with a variety of her delicious recipes on offer.
Her special Diwali-themed event will be no different – working alongside the talented chefs at Dalloway, guests will be treated to a selection of dishes from Saffron Soul, including her signature Indian summers salad, a masala grilled aubergine and tandoori roasted cauliflower.
“Dalloway Terrace is a stunning place, so [guests are] in for a real treat,” she said.
Manek’s family are originally from Gujarat and she took inspiration from the local, traditional cuisine while inventing her own recipes.
The author described herself as “ecstatic” when she saw the book for the first time. It is, thus far, the proudest moment of her culinary career, she told Eastern Eye.
“It’s something I had wanted and worked towards, but finally having it as a book in my hands was unbelievable and thrilling at the same time,” she said.
The inspiration for new dishes and flavours also came from other chefs, food magazines, Instagram and cookbooks.
Manek stressed, however, that her biggest influences are her mother and grandmother. “Their cooking inspired my passion,” she said.
Her earliest memory of experimenting with food is showing her grandmother “a small sachet of oddly shaped brown seeds,” she purchased from Covent Garden.
When she saw it, her grandmother laughed as she told Manek she had been using the seeds – fenugreek, as it turned out, a common ingredient in south Asian cuisine – for years.
“I recall meandering the streets of Covent Garden in London on a summer’s day, and walking into Neal’s Yard where the lady recommended those magic seeds called fenugreek and my utter shock at the realisation that my grandmother, mother and aunts use them daily,” Manek said.
The author and blogger has a firm online following – her Instagram is an aesthetically pleasing pin board of her creations, currently boasting over 17,200 followers – who delight in her approach to food, nutrition and health.
Manek’s yoga brunch classes, available to book on her website, are her latest project and she is eager to continue to promote a happy and healthy lifestyle.
Saffron Soul is available on Amazon, Waitrose and at most good bookshops. To find out more about Mira and upcoming events, including her Diwali on Dalloway Terrence supperclub, see her website: https://miramanek.com/
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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