The World Health Organization chief voiced alarm on Monday at India's record-breaking wave of Covid-19 cases and deaths, saying the organisation was rushing to help address the crisis.
"The situation in India is beyond heartbreaking," Tedros Adhanom Ghebreyesus told reporters.
He spoke as India battles a catastrophic coronavirus wave that has overwhelmed hospitals, with crematoriums working at full capacity.
A surge in recent days has seen patients' families taking to social media to beg for oxygen supplies and locations of available hospital beds, and has forced the capital New Delhi to extend a week-long lockdown.
"WHO is doing everything we can, providing critical equipment and supplies," Tedros said.
He said the UN health agency was among other things sending "thousands of oxygen concentrators, prefabricated mobile field hospitals and laboratory supplies".
The WHO also said it had transferred more than 2,600 of its experts from various programmes, including polio and tuberculosis, to work with Indian health authorities to help respond to the pandemic.
The country of 1.3 billion has become the latest hotspot of a pandemic that has killed more than three million people worldwide, even as richer countries take steps towards normality with accelerating vaccination programmes.
The US and Britain rushed ventilators and vaccine materials to help India weather the crisis, while a range of other countries also pledged support.
- Global surge -
Since the virus that causes Covid-19 first surfaced in China in late 2019, the disease has killed more than 3.1 million people out of at least 147 million infected, according to a tally from official sources compiled by AFP.
Tedros on Monday lamented that global new case numbers have been rising for the past nine weeks straight.
"To put it in perspective," he said, "there were almost as many cases globally last week as in the first five months of the pandemic."
The United States remains the worst-affected country, with some 572,200 deaths and over 32 million infections, followed by Brazil and Mexico.
But India, in fourth place, has in recent days been driving the global caseload.
The country, which has recorded over 195,000 deaths, registered 2,812 new deaths and 352,991 new infections on Monday alone -- its highest tolls since the start of the pandemic.
"The exponential growth that we've seen in case numbers is really, truly astonishing," Maria Van Kerkhove, the WHO's technical lead on Covid-19, told reporters.
She warned that India was not unique, pointing out that a number of countries had seen "similar trajectories of increases in transmission".
"This can happen in a number of countries ... if we let our guard down," she said.
"We're in a fragile situation."
- Covax hit -
Meanwhile, the Indian crisis has taken a toll on the Covax programme aimed at providing equitable access to Covid-19 vaccines, with a particular focus on 92 poorer nations.
Prior to the surge, India was exporting tens of millions of AstraZeneca shots made domestically by the Serum Institute through Covax, which is co-run by the WHO, the Gavi vaccine alliance and the Coalition for Epidemic Preparedness Innovations (CEPI).
But once cases started surging, New Delhi froze exports -- including to Covax -- to prioritise India.
This has left Covax short 90 million doses that had been intended for 60 low-income countries in March and April, the WHO and Gavi said.
"Those have not been made available given the crisis in India. Now they're being used domestically," Gavi chief Seth Berkley told the briefing.
Covax, he said, was "looking at other options" while waiting for the supplies to resume.
Among other things, the Covax partners have appealed to countries that have excess vaccine doses to share them with the programme.
Berkley said that it was "early days" on those discussions, but so far France, New Zealand and Spain had vowed to share some of their doses.
To date, some 40.8 million Covid-19 vaccine doses have been distributed to 118 countries and territories through Covax.
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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