India's enormous railway network tentatively ground back to life Tuesday as a gradual lifting of the world's biggest coronavirus lockdown gathered pace even as new cases surged.
The country of 1.3 billion imposed a strict shutdown in late March, which prime minister Narendra Modi's government has credited with keeping cases to a modest 70,000, with around 2,300 deaths.
But the lockdown, which enters its 50th day on Wednesday, has torpedoed the economy, snatching the livelihoods of tens of millions of people and hitting the poor the hardest.
Whole industries have been devastated from tea plantations to diamond-polishing and there are fears of food shortages, while a ban on flights has left hundreds of thousands of Indians stranded abroad.
Restrictions have been steadily eased, however, particularly in rural areas, and some Indian trains -- on a network which normally carries over 20 million passengers a day -- resumed on Tuesday.
More than 54,000 tickets for an initial 30 services sold out online within three hours on Monday, reports said.
Two trains left New Delhi on Tuesday afternoon with 2,300 people on board. Others left different cities including Mumbai.
The government has not set out a programme for a timetable beyond May 20.
There were limited special train services laid on after the lockdown was imposed to ferry home some of the millions of poor migrant workers left jobless and destitute by the shutdown.
Many people, however, were forced to walk hundreds of miles (kilometres) to get home. Some died on the way, including 14 workers crushed by a goods train in Maharashtra last week.
Passengers in face masks or with handkerchiefs over their mouths queued outside New Delhi station on Tuesday, waiting to be screened for coronavirus symptoms.
Ajay Dewani, a photographer stranded in Ghaziabad with a ticket for Chattisgarh state said he walked for four hours to get to the station.
"I haven't been paid for two months and my landlord was hassling us for rent," he told AFP, carrying a backpack and pulling a wheeled suitcase.
But Usha, a labourer from Madhya Pradesh state, said she, her husband and their two children were turned away because they had no ticket.
"We came here to the railway station as we were told that the trains will start working from May 12," she told AFP.
"Where do we go now? We have no money to buy something to eat."
- Cases rising -
On Monday Modi held a video conference to discuss further relaxation of the lockdown when it ends on May 17 with state chief ministers.
Some reportedly were critical of the measures being eased.
In an address to the nation late Tuesday, Modi said further announcements about changes to the lockdown, which is due to lift on May 18, would be revealed in coming days.
He added that the lockdown, which has already been extended twice, "will be different in many ways" and have "new rules and regulations" as he announced a stimulus package worth US$266 billion to boost the struggling economy.
The number of cases is still rising in India, with more than 3,600 new infections recorded on Monday -- just below Sunday's record of more than 4,000.
Major cities including Delhi, Ahmedabad and Mumbai -- home to the Dharavi slum area -- have been worst hit by the new surge, and health specialists say infections may only peak in June or July.
Maharashtra state, home to Mumbai, reported more than 1,000 new cases for the sixth straight day, while the southern state of Tamil Nadu, with Chennai as its capital, recorded a record jump.
Experts say India has not been testing enough of its population and has to be ready for a rise in cases.
"I am sure the government is making the decisions based on data. There is nothing in the public domain that gives us confidence," said Shahid Jameel, who heads the Wellcome Trust/DBT India Alliance.
"But on the other hand if we don't start opening up, more people will die of hunger than COVID," Jameel told AFP.
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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