How Madhuri Bedi is providing support to affected families
This month marks 20 years of Baby Loss Awareness Week in the UK.
From October 9-15, everyone connected to the baby loss community comes together to commemorate much-loved and missed babies while raising awareness about the support that is available all-year round.
London-based Madhuri Bedi lost her baby 18 years ago and went on an emotional journey, which led her to eventually work for Sands, a leading organisation that offers support to those who have suffered or been impacted by baby loss. Bedi works with Sands to show bereaved families from the south Asian community that they are not alone in their grief and that support is available.
Bedi told Eastern Eye her story of baby loss and finding hope through pain.
When your baby dies, you find yourself on a new path you never expected. The saying ‘love is blind’ is so true. As soon as you conceive, you fall in love with the child growing within you. You have no idea if it is a girl or a boy. You don’t know how it will look or grow up to be. All you know is the tenderness and love you feel for the life nurturing within you. This is how we, too, felt when we conceived.
And then suddenly, without any warning, everything changed. Our beautiful baby boy Vishaal was born prematurely at 29 weeks and four days. We did not get the opportunity to see our son or hold him as he was rushed straight to the special care baby unit.
Doctors arrived, and in the blink of an eye, the world of jubilation we had dreamt of turned into a heart-breaking nightmare. We were told that our son had a Group B Strep infection that had impacted his brain functions. They explained that the kindest thing we could do for our son was to turn off his life support machine. Agreeing to do this was the most heart-wrenching decision we have ever made; our son never came home, and we were robbed of
every milestone that should have been.
Our baby boy was placed into our arms for the first time, one day into his tender life, so we could do what no parent should ever have to. In those moments before we had to turn off his life support machine, we showered upon him the love and blessings of a lifetime; we kissed him and wondered so desperately if he knew we were with him and if he could feel our deep and desperate love.
We sang to him and told him about his family, home, and everyone waiting to spoil and love him as he deserved to be loved. We held his hand in the way a parent would on the first day of school and looked at him with such pride, just as we would have on his graduation, wedding and when he had a child of his own.
And as we turned off his life support, we desperately tried to convey to him how sorry we were that we could not protect him as a child deserves to be protected. Our son’s heartbeat was slipping away, and he was taking our heartbeats with him. I screamed, and then he was gone.
The aching love, longing, and nurturing we felt for our son were rife within us, but sadly, we could not give any of this to the one person we craved. It saddened me to see how quickly we were expected to move on and pretend it never happened.
While we received much support from family and friends, sadly, we also saw first-hand the stigma and taboo attached to baby loss within our community.
There is an expectation to forget and carry on as normal, be it a miscarriage, neonatal death, stillbirth or infant death.
We were constantly being told to move on; it was God’s will; it’s not meant to be. I wanted to scream, but instead, I stayed silent and learnt to hide my emotions.
In a moment of darkness and despair, I called the Sands helpline. I couldn’t speak, and they understood that and let me cry my hidden tears. They didn’t say it would get better with time or that it happens.
Madhuri Bedi with herhusband and baby Vishaal
Instead, they comforted me and gave me a comforting and safe place to shed my tears and openly talk about Vishaal and how lost and alone we were feeling despite having so many people around us.
As time went on, my husband and I started attending Sands Support Groups, which helped, but there were times we also felt isolated because there were no other south Asian families there to whom we could speak and know they would understand the many norms of our culture and our communities.
Sands acknowledged this, and 18 years on, I feel humbled to work for Sands as a Bereavement Support Services Officer, ensuring south Asian communities are aware of the many channels of support Sands offers.
Baby Loss Awareness Week concludes with the Wave of Light on October 15. This is a special time when people across the world light a candle at 7 pm local time and leave it burning to remember all babies who have died too soon.
I will light a candle and remember Vishaal and all the precious babies who have gone too soon. Through the lighting of these candles, we remember our babies, and we keep them alive in our hearts, and together, we heal a little.
Sands is here to support anyone affected by the death of a baby. Sands’ free helpline is available on 0808 164 3332, 10am to 3pm, Monday to Friday; and 6pm to 9 pm, Tuesday and Thursday evenings.
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.