Jayna Kerai gives expert advice for lovelier locks
By Neelam Mistry-ThakerMay 11, 2024
BUSINESS entrepreneur Jayna Kerai was motivated by personal experiences growing up to create her Ayurveda inspired haircare brand REIKA Botanics.
A desire to make a difference led her towards developing powerful oils that nourish, condition, and protect all types of hair. That holistic approach with natural products has helped many become more confident and enabled her to develop a range of other tools for healthier hair. Eastern Eye decided to get the expert to share her 12 top haircare hacks. Before sharing the secrets and some of her products, she said: “Let’s face it, a good hair day can make all the difference in how confident you feel. And a bad hair day? Well, we’ve all been there. There’s something profound about the relationship between a woman and her hair. It’s not just about how it looks; it’s about identity and confidence. That’s why I’m here to share some haircare hacks that’ll have you feeling like your most confident self.”
Neem comb magic: Ever heard of a neem comb? Not only does it stimulate hair growth, but it helps to smooth the cuticle resulting in shinier and more manageable hair. According to Ayurveda, neem has many healing benefits for your scalp and hair.
REIKA Botanics, £10.
Scalp massage: Treat your scalp with regular massages. Not only does it boost blood circulation, but it also delivers essential nutrients to your hair roots, promoting healthier growth. And let’s not forget the relaxation benefits – it’s like therapy for your scalp and that sense of touch from either yourself or a loved one is very healing.
Hair oils: There’s a reason why hair oiling is a time-honoured tradition. It strengthens, regrows, and beautifies your locks like nothing else. Make it a weekly ritual. Massage oil into your scalp and through your strands, and let it work its magic to deeply penetrate and strengthen your strands.
REIKA Botanics hair growth oil, £29.
Post-styling nourishment: Don’t stop the love after styling. A lightweight hair oil adds a protective layer, fights frizz, and keeps your hair looking healthy and shiny. Trust me, it’s a gamechanger for daily maintenance and is highly underrated in my opinion.
REIKA Botanics hair strengthening oil, £29.
Leave-in conditioner: They are your hair’s best friend and can provide a continuous source of moisture throughout the day. This is particularly beneficial for dry or damaged hair, as it helps to detangle, hydrate and soften the strands. Bonus points if it doubles up as a heat protector.
Trim time: No one wants those dry, straggly bits at the end of your hair. Don’t skip those regular trims. They keep your hair looking fresh, prevent split ends, and maintain overall health. Try to go at least every four-six months and as long as you are keeping up with your haircare routine, you shouldn’t need to go for trims too often.
Embrace your natural: Your hair is unique, be proud of it and own it. Trying to conform to societal standards and expectations can be stressful and time-consuming. Embrace your natural texture from time to time and watch your confidence soar. Less heat styling, more self-love – it’s a win-win. Consistent care: Building a positive haircare routine is key. Stay consistent and have patience – there are no quick fixes. Simplify it and make it work for you. Instead of trying to do everything, pick one or two things you want to try. Remember that self-care is important, so prioritise it.
Satin everything: Swap those harsh hair ties for satin scrunchies and invest in a satin pillowcase to sleep in luxury – your hair will thank you. They are gentle, prevent breakage, and add a touch of personality to your look and style to your bedroom. REIKA Botanics has a luxurious range.
Stress less: Stress wreaks havoc on your hair and can lead to hair loss and dull, lifeless hair. It can constrict blood flow to the follicles, cause imbalances in your hormones and many more negative impacts to your overall health. Find ways to manage it, whether it’s through self-care, meditation or a good old-fashioned laugh.
Amla love: Incorporate amla into your diet. This Indian gooseberry is vitamin C-rich and promotes healthier locks from the inside out, and the benefits will go far beyond just your hair. You can consume amla in various forms, including fresh fruit, juice, powder or supplements. While eating amla can contribute to healthier hair, it’s important to remember that hair health is influenced by various factors; therefore, incorporating amla into your diet should be part of a holistic approach to maintaining healthy hair.
Hair affirmations: Speaking positive words of affirmation to your hair can have a surprisingly positive impact on its health and vitality. Just like nurturing a plant with loving words, affirmations can help foster a strong and resilient hair mindset, contributing to overall hair wellness. A personal favourite is, ‘My hair is growing and evolving, just like me’, and it is a beautiful one to repeat when oiling your hair. So, shower your hair with love and watch it flourish.
So, there you have it, my top haircare hacks for your best hair and your most confident self. Remember, it’s not just about how you look, but how you feel. So go ahead, rock that crown of yours and remember, when your hair shines, so do you.
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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