Pramod Thomas is a senior correspondent with Asian Media Group since 2020, bringing 19 years of journalism experience across business, politics, sports, communities, and international relations. His career spans both traditional and digital media platforms, with eight years specifically focused on digital journalism. This blend of experience positions him well to navigate the evolving media landscape and deliver content across various formats. He has worked with national and international media organisations, giving him a broad perspective on global news trends and reporting standards.
INDIA recorded the world's highest daily tally of 314,835 new Covid-19 infections on Thursday (22) as a second wave of the pandemic raised new fears about the ability of crumbling health services to cope.
The health ministry data on Thursday is the most of any country since the pandemic began, taking total cases to 15.9 million, the world's second highest.
There were 2,074 fatalities, bringing the total death toll to almost 185,000.
The previous record one-day rise in cases was held by the US, which had 297,430 new cases on one day in January, though its tally has since fallen sharply.
The numbers are however considerably lower on a per capita basis than in many other countries, raising fears that the situation could get a lot worse.
Major private and government-run hospitals in New Delhi have sent out urgent appeals to the central government, calling for more oxygen supplies for hundreds of patients on ventilator support.
Some doctors were advising patients to stay at home, while a crematorium in the eastern city of Muzaffarpur said it was being overwhelmed with bodies and grieving families had to wait their turn.
In the western city of Ahmedabad, a man strapped to an oxygen cylinder lay in the back of a car outside a hospital as he waited for a bed, a Reuters picture showed.
On Wednesday (21), nearly 500 tonnes of oxygen was supplied to Delhi but this fell short of the required 700 tonnes per day.
The megacity's government, run by a different party to prime minister Narendra Modi's national administration, has accused neighbouring states governed by Modi's BJP of holding up supplies.
Late Wednesday the Delhi High Court ordered the government to ensure safe passage of oxygen supplies from factories to hospitals across India.
"You beg, borrow and steal but have to provide," the judges said, asking why the government is "not waking up to the gravity of the situation".
"In the last few days there has been a mad scramble for oxygen. One hospital or the other is running short," Delhi chief minister Arvind Kejriwal said Thursday.
"Now oxygen supply is coming... we are trying to ensure every truck carrying oxygen reaches the hospitals," he said, adding that he had requested oxygen be airlifted from the eastern state of Odisha.
Super spreader events
Recent months have seen mass gatherings in India, including millions attending the Kumbh Mela religious festival, political rallies, lavish weddings and cricket matches with spectators.
Now, states across India have imposed restrictions, with Delhi in a week-long lockdown, all non-essential shops shut in Maharashtra, and Uttar Pradesh set for a weekend shutdown.
Modi on Thursday (22) still urged voters in West Bengal however "to exercise their franchise" as parts of the eastern state voted.
This is despite West Bengal also reeling from the health crisis, with Kolkata "facing an acute shortage of hospital beds", said Kunar Sarkar, senior vice-chairman of Medica Superspeciality Hospital.
"Beds with oxygen supply are filling fast. Reports are pouring in that at least 100 people are waiting at every hospital in the city," said Sarkar.
Production of key coronavirus drugs slowed or was even halted in early 2021 at some factories and there were delays inviting bids for oxygen generation plants, according to press reports.
Distraught relatives are now being forced to pay exorbitant rates on the black market for medicines and oxygen, while WhatsApp groups are full of desperate pleas for help.
The US now advises against travel to India, even for those fully vaccinated, while Britain has put India on its "red list". Hong Kong and New Zealand have banned flights.
Australia on Thursday also tightened restrictions on arrivals from India, with prime minister Scott Morrison saying returnees from there now made up about 40 per cent of Covid cases detected in quarantine.
India's inoculation programme has hit supply hurdles, prompting New Delhi to put the brakes on exports of the AstraZeneca shot, which is manufactured locally by the Serum Institute.
India has administered more than 130 million shots so far and from May 1 all adults will be eligible for a jab.
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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