Community pharmacists can play key role in integrated NHS: Bharat Shah
The co-founder of Sigma Pharmaceuticals said stronger collaboration among primary healthcare providers can provide patients with the best possible care
By Dineshwori Longjam in JohannesburgMar 07, 2024
COMMUNITY pharmacists can play a key role in an integrated NHS and help improve patient care, an influential business leader in the sector has said.
Bharat Shah, who co-founded Sigma Pharmaceuticals, said stronger collaboration among primary healthcare providers can provide patients with the best possible care by fostering a unified and coordinated approach.
His comments came at the annual Sigma conference, which, this year, was held in Johannesburg, from February 26-29.
More than 220 participants – including influential healthcare leaders and key representatives from the pharma industry – gathered to explore the theme of ‘Community pharmacy in an integrated NHS’.
Sigma CEO Hatul Shah said the conference aimed to “bring influential and innovative people in the sector together to facilitate sharing information and enable patients to get the best possible outcomes.”
He added, “To do this, we need a sustainable sector in community pharmacy. By collaborating and assimilating what our speakers convey, I’m certain we can lead a new generation of healthcare in the UK.”
He praised Pharmacy First as a “crucial first step” in recognising and funding community pharmacies, which patients view as their first point of contact for advice.
Pharmacy First is a new initiative launched across England that enables patients to receive treatments for seven common conditions directly from a pharmacist without a GP’s appointment or prescription. These include sinusitis, sore throat, earache, infected insect bite, impetigo, shingles and uncomplicated urinary tract infections in women.
And the Sigmaconference in progress
This year’s event brought together the chief pharmaceutical officers of the four UK nations – David Webb (England), professor Alison Strath (Scotland), Andrew Evans (Wales) and professor Cathy Harrison (Northern Ireland) on one platform.
Webb said the four chief pharmaceutical officers were taking steps to deliver on the recommendations of the independent UK Commission report so that pharmacy leaders and specialist professional groups could “work collaboratively”.
He added that the UK pharmacy professional leadership advisory board, launched in October 2023, will lead the delivery of the vision set out by the commission.
Sir Hugh Taylor has been appointed as its independent chair of the advisory board, which involves the eight pharmacy bodies and the Academy of Medical Royal Colleges. Webb said they are currently recruiting independent expert members of the board, with a first meeting later this month.
The UK Commission on Pharmacy Professional Leadership focuses on five themes – leadership, policy and professionalism; regulatory support; regional, country and international relations and engagement; the scope of practice for future pharmacy professionals; and professional education and training.
Strath also emphasised the importance of collaboration and using skills, capabilities and capacity across all organisations to have a “common focus and a shared vision.”
Evans said they were transforming community pharmacy in Wales to meet the needs of the NHS and the citizens of the country, building on the strengths of the sector.
Among other key points of transformation, Evans spoke about integrating community pharmacy within the wider health and care system as well as ensuring adequate funding by making the sector “an investable proposition” in the eyes of the commissioners and the government.
Sharing the community pharmacy strategic vision 2023, professor Harrison said the skills of community pharmacists will be fully utilised to “increase capacity within health and social care, to manage demand and support people to maintain their wellbeing and lead healthy, active lives.”
Community pharmacy consultant Hemant Patel was also among the distinguised speakers. He called for collaboration in the industry and moving away from “isolated operations” and competing for “funding and personnel.”
Patel also stressed the importance of developing a “shared vision” at the local level.
Sigma is one of the largest independent short-line pharmacy wholesalers in the UK, serving independent pharmacies, dispensing doctors and hospitals for over 40 years.
It provides an industry-leading range that includes generics, branded medicines, OTC medicines, parallel imports and unlicensed medicines.
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.
By clicking the 'Subscribe’, you agree to receive our newsletter, marketing communications and industry
partners/sponsors sharing promotional product information via email and print communication from Garavi Gujarat
Publications Ltd and subsidiaries. You have the right to withdraw your consent at any time by clicking the
unsubscribe link in our emails. We will use your email address to personalize our communications and send you
relevant offers. Your data will be stored up to 30 days after unsubscribing.
Contact us at data@amg.biz to see how we manage and store your data.