Youngsters in the UK are still connected to Indian classical music traditions and a perfect example of this is 14-year-old Diksha Murli from Langley in Berkshire.
The young singer and musician will deliver her first major concert at The Bharatiya Vidya Bhavan in London this month.
Eastern Eye continues its long, proud tradition of introducing stars of the future by catching up with talented teenager Diksha to talk about her connection to classical music, debut concert and hopes for the future.
Tell us, what first connected you to music?
My grandmother introduced me to Indian classical music when I was seven years old. I never knew I could sing and at the time I didn’t know much about it. As I started learning and getting better, I not only realised that I could sing, but I also fell in love with the music and its style. That love grows every single time I sing and encourages me to work even harder.
What drew you towards Indian classical music?
Compared to other styles, Indian classical music is a very ancient musical tradition and I wanted to be a part of it, and I’m proud I have made that choice. I wanted to experience the genre myself. Also, I love the fact that you can improvise using the melody and rhythm. This way you can explore your creativity and delve into all the different paths, which you haven’t seen before. It is beautiful!
Tell us about the training you have done?
At first, I started learning at home with my grandmother, Shrimathi Usha Murthy, who is my first guru. She is very fond and passionate about music and wanted someone in her family to sing. She taught me my first steps into the genre of Carnatic music. She noticed my interest and introduced me to my next guru Shri Y Yadavan. I have been training with him for seven years and have decided to pursue Hindustani music with Shri Prabhat Rao, in parallel. Both styles are unique and in contrast to each other, but I find them beautiful in their own ways.
You have done a few small recitals and taken part in competitions, but you are delivering your first big performance this month in London. What can we expect?
I will be singing my first solo recital on June 21 on the prestigious Bhavan stage. I have worked very hard for this moment. I want to demonstrate my knowledge of not just the basics but also my improvisation. I want the audience to genuinely enjoy my music and want to convey the right emotions of the raaga to them. I am extremely excited about it and will present traditional compositions with my own improvisations. My singing will demonstrate everything I have learned to date. I hope I can make the audience, my family and especially my guru proud.
Who are you hoping attends the concert?
Being a teenager, I want to show the power of Indian classical music and inspire the younger generation. I would like to have both connoisseurs of Indian classical music as well as everyone who reads this article to be around. My grandparents will be travelling all the way from India to see this performance, so I want to make them proud. My guru will also be there, and I want to impress him the most as he pushed me so much. Everything I have become now is because of him. I may not be the best student sometimes, but I really want to uphold his name.
Is Indian classical music something you want to pursue in the future?
Whatever my career may be in the future, music will always be a part of me as it’s never been just a hobby, and I will never let it go. I love music so much and if I don’t have it, I don’t know what will become of me. It plays a huge part in my life.
Tell us, what is your biggest musical ambition?
I would love to go back to India and perform at concerts to show what I have learned and practised having lived in the UK. Apart from that, all I want is for people to enjoy what I sing. I just want to inspire people to love what they sing and realise how much music means to me, and that it means the world.
What inspires you musically?
My gurus and my grandmother are the people who inspire me. They taught me everything I know, and I cannot thank them enough. They have put so much hard work into their singing and that has made them what they are today. Even if I could accomplish a bit of what my gurus and my grandmother have done, I would be elated. I am inspired by the melody and lyrics of songs. I love how they just flow and enhance the overall beauty of a track. I try to feel the lyrics and the melody when I sing.
Why do you love music?
Music helps cheer me up when I feel sad. Wherever I get a rhythm or a stimulus like nature, I can’t help but sing along. I feel that it’s my superpower and it transports me to another world that I just can’t describe. I could sing for hours if I wanted to. Different songs have different melodies and the emotions they convey create magic. I love the lyrics of different songs and the beauty of them. Music is a place where I can escape and it’s a lovely place to be.
Tell us, why should we attend the concert?
I have been practising quite rigorously for it, so I would love to have a lot of people there to support me throughout. I also want to inspire others musically and get inspired. It is encouraging to have a supportive audience, and I will continue to do many more shows like this. This concert is a very big step in my musical journey, and I want the audience to experience it with me.
Parampara is being staged at The Bharatiya Vidya Bhavan in London on June 21.
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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