His roots lie in India and over the years, France has become his 'karmabhoomi' or workplace, says fashion designer Rahul Mishra, who was conferred with the insignia of Chevalier de l'Ordre des Arts et des Lettres.
Mishra, who debuted with his ready-to-wear collection at the Paris Fashion Week in 2014, said the recognition from the French government is reflective of the beautiful bond that India and France share.
"India is the place where I come from, where I was born, and where I do everything. France is almost like the 'karmabhoomi'. Paris being the global capital of the world. Paris, somehow, gave me that energy to all our dreams. For us, it's just the beginning," the Delhi-based designer told PTI in an interview here.
Paris, the capital of France, is now his "second home", Mishra said. He made his stage debut in 2006 at the Lakme Fashion Week as a budding designer in the Gen Next initiative.
"If we have to create a global brand out of India, Paris is the place where everything has to propagate and begin from. In that way, it's also a beautiful relationship that India and France carry in terms of valuing craftsmanship, beauty, poetry and all that both the countries are enablers in that way. This is a great feeling," he added.
Mishra was on Tuesday conferred with the insignia of Chevalier de l'Ordre des Arts et des Lettres (Knight of the Order of Arts and Letters) at a function at the Residence of France here.
This French government distinction is bestowed upon "persons who have distinguished themselves by their creativity in the field of art, culture, and literature or for their contribution to the influence of arts in France and throughout the world".
Known for marrying slow fashion with traditional Indian crafts, the designer rose to international prominence in 2014 when he won the prestigious International Woolmark Prize in Milan.
A former student of Kanpur University, National Institute of Design in Ahmedabad, and Milan-based Istituto Marangoni, Mishra was invited to showcase his designs as a guest designer at the Paris Haute Couture Week in 2020.
The 43-year-old dedicated the honour to the team behind his eponymous label.
"I'm feeling humbled and grateful. This award is not just for me but for the entire team. Thousands of hands that come together to make a Rahul Mishra piece.
"It's a great recognition... What we had since the beginning believed in the idea of India. How the inclusivity in terms of craft, culture, and communities come together, that's when you make a brand like Rahul Mishra," he added.
It is important for Mishra to be connected to his native country, he said.
"As much as we are a global brand, it's incredibly important for us to be able to see where the clothes are coming from. That way Indian(ness) in the clothes is important. How do you talk about the idea of India if your product is not connected to the roots?"
Ambassador of France to India Emmanuel Lenain, who presented the medal to Mishra for his career and connection to France, praised the designer for bringing his "intricate embroidery and embedded background" to the people of his country.
"I like to think that Rahul has been also inspired by our painters like Monet and Henri Rousseau... When such a great artist is featured at the Paris Fashion Week, we get a lot of inspiration from that," the ambassador said.
According to Lenain, the prospects of India-France ties are "bright".
"There's a lot of creativity in both the countries and respect for the arts and craftsmanship..." he added.
Going forward, Mishra said he wants to be able to employ "a million" people for his label.
"My dream is to be able to multiply the number of people who work with us every year. As unreal as it may sound my dream is to be able to indirectly work with millions of people. So, a million is a number which I am keen for," he said.
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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