Author Mita Mistry discusses her new self-help book
Everyone experiences anxiety at some point in their life and that feeling of worry, fear or deep unease can be crippling.
In some severe cases, it can lead to panic disorders, phobias and being unable to cope in social situations. Feeling socially anxious, in particular, is perfectly normal, but some suffer more severely than others, and it can negatively impact their lives in multiple ways. There has been a significant rise in feelings of social anxiety within young people.
That is why newly published book How to Understand and Deal with Social Anxiety by Mita Mistry is timely. The trained mindfulness-based cognitive therapist, columnist, and writer has used her expertise of social fears, personal experiences, and work helping others to deliver a detailed, easy-to-follow guide on everything you need to know about managing social anxiety.
She spoke to Eastern Eye about the helpful book, managing social anxiety, and stigma of mental health among south Asians.
What inspired your new book?
Human connection inspired this book. In a time of social distancing, I realised how important social connections are for our mental health, physical wellbeing, and happiness. We need each other to survive and thrive. It reminded me of growing up socially anxious and made me feel for those who struggle every day (pandemic or not) to make connections because anxiety is stopping them. After researching the topic, I found that social anxiety is the third most common mental health issue globally and fast-growing among young people.
How much did lockdown and the pandemic inform your approach?
The pandemic has been a form of trauma on society. It amplified anxiety, and often, many don’t know they have an issue with social anxiety and, sadly, it goes untreated. But they are not alone, and it is possible to deal with struggles. And that’s where the book comes in.
Tell us about the book?
The book is a friendly little guide that is accessible to all. Although it is rooted in science, anyone can pick it up. The first part helps readers understand social anxiety, so they can be self-aware and see if someone they know might have issues with it. It covers themes of belonging, shame, guilt, failure, and the importance of human connection. The second part shows readers how to deal with social anxiety, with easy-to-follow tips that encourage them to take action. Many of these are based on cognitive behavioural therapy (the recommended treatment option) and mindfulness, such as problem solving and exercises in breathing, confidence-boosting and motivation.
What was the experience of writing it?
Researching the subject through studies and scientific papers was illuminating. I loved taking a potentially abstract idea and writing it in a friendly voice. I imagined sitting next to the reader and what I would say to someone who was struggling.
Who are you hoping connects with this book?
Anxiety is a very normal human experience, so I hope everyone who is interested in looking after their mental health and those who matter to them, will connect with this book. I hope those struggling with anxiety find hope, comfort, and remedies to make their days better. I hope south Asians find some positive help from this book, since we still face so many more barriers and taboos to access mental health support.
How would you define social anxiety?
Social anxiety is the fear of being humiliated or embarrassed in front of people and how you might come across in a social situation. It’s normal for most people to feel anxious in social situations, whether it’s talking in front of a crowd, dating, job interview, or meeting new people. Social anxiety can also affect your daily functioning, relationships or career if left unchecked. It can further result in loneliness, which is linked to dementia, Alzheimer’s, and depression.
How important do you think a book like this is in the current climate?
It is very important because mental health issues are on the rise and repercussions from the pandemic are still surfacing – people’s fear, anxiety levels, and previous traumas have been triggered and many struggle in silence. In an increasingly digitally engaged world, many feel isolated, lost, and afraid of what lies ahead. Social connections are essential right now for our health, resilience, and happiness.
What advice would you give those who suffer from social anxiety?
Know that you are not alone. Even the most confident people struggle with social fears. Most people fear rejection or not getting social approval. It’s just the way humans are hard-wired – but we need communities and tribes to survive, and help is out there. By taking even small proactive steps you can break the vicious cycle of anxiety to get your life back and experience more joy.
Is mental health still an ignored issue or are things changing?
There is more awareness. But a lot more work has to be done, so that everyone has access to the right support. For example, there are many mental health awareness campaigns, but we hardly talk about social anxiety. We live in a society where people mask their fears by hiding behind devices or avoiding social situations, which, subsequently, increase social anxiety. The huge stigma around mental health in the south Asian community still exists and that needs to change too. I hope my book is a positive step in the right direction.
Why should we pick up your new book How to Understand and Deal with Social Anxiety?
This book informs, educates, offers help, and is full of uplifting words of hope. Nearly everyone would have encountered shaming experiences at some point in their life, which can leave a permanent mark on their self-esteem and make them fear rejection, avoid connections or social situations. But understanding this and learning how to deal with it is possible. It can also help those around you. Gifting this book might motivate and spark someone you love back to life.
How to Understand and Deal with Social Anxiety by Mita Mistry is published by Summersdale
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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