Globally SDGs way off-track, India's progress holds significant impact on world: UNICEF chief
The SDGs are a set of 17 interconnected global objectives established by the United Nations in 2015 to address a wide range of social, economic, and environmental challenges facing the world
UNICEF chief Catherine M. Russell has emphasised that globally, two-thirds of child-related Sustainable Development Goals (SDGs) are off-track, and India's progress is crucial in achieving these goals.
In an interview with PTI, Russell highlighted that India's large population and scale make its potential for progress particularly significant on the global stage.
"When India starts to make progress on some of these things, it can change so quickly and have such a huge impact on the rest of the world," the UNICEF executive director said.
On a question on the SDGs, she said globally they are way off-track.
"We estimate that two-thirds of the SDGs that relate to children are not where they need to be. The truth is that globally SDGs are way off-track," she said.
The SDGs are a set of 17 interconnected global objectives established by the United Nations in 2015 to address a wide range of social, economic and environmental challenges facing the world. These goals, often referred to as the Global Goals, are designed to guide global efforts toward a more sustainable, equitable and prosperous future for all by the year 2030.
Several SDGs directly impact children, such as SDG 2 (Zero Hunger), which focuses on eradicating child malnutrition and hunger, and SDG 3 (Good Health and Well-being), which aims to reduce child mortality and ensure access to quality healthcare.
Additionally, SDG 4 (Quality Education) emphasises the provision of inclusive and equitable education for all children, ensuring they have the skills and knowledge necessary for a prosperous future.
Furthermore, SDG 5 (Gender Equality) strives to eliminate gender-based discrimination and violence against girls while promoting their equal participation in all aspects of society.
India's progress on key child-related SDGs, including under-five mortality, maternal mortality and immunisation, has been noteworthy, Russell said.
"India has made some real progress on issues for sure, on under-five mortality, on maternal mortality, on immunisation... seeing real progress," she said.
"There are challenges that continue and that's the case here and around the world. But as India makes progress on those, it'll have a huge impact on the rest of the world... in terms of the overall numbers and ...because other countries in the Global South really look up to India and want to learn and see what works here in a country that has some similar challenges," she added.
On UNICEF's role in building climate resilience, the UNICEF chief said they use a three-pronged approach -- greening up their operations, educating young people about climate issues and helping communities become more resilient to climate change.
Russell underscored that climate change disproportionately affects children.
Speaking about UNICEF's projects in India, Russell said, "We have a lot going on here. We've been here for 74 years. We have a long-term commitment to the children of India and have done incredible work on water, sanitation, nutrition and other things."
During her recent visit to Uttar Pradesh, a state in north India, Russell said she witnessed the impressive work of community health workers who are deeply embedded in their communities, ensuring proper care for mothers and children.
She was on a four-day visit to India during which she met senior government leaders, children, youth and their communities.
She also travelled to Lucknow (the capital city of Uttar Pradesh) where she met women frontline health workers to witness firsthand their crucial role in providing an array of essential services to save lives in the hardest-to-reach communities across India.
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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