NEARLY two-thirds of people tested in India have shown exposure to the coronavirus, a chain of private laboratories said on Wednesday (19), indicating a runaway spread of the virus as the daily death toll rose to a record 4,529.
India reported 267,334 new daily infections on Wednesday (19), taking its tally to 25.5 million, with a death toll of 283,248, health ministry data showed.
For months, nowhere in the world has been hit harder than India by the pandemic, as a new variant found there fuelled a surge of up to more than 400,000 new infections a day.
Only the United States has had more cases, or a worse single day death toll, when it lost 5,444 people on Feb. 12, a Reuters tracker shows.
But even with a downturn in the number of new cases in India over the past few days, if not in deaths, experts said there was no certainty that infections had peaked.
It is widely accepted that the official figures grossly underestimate the real impact of the pandemic, with some experts saying infections and deaths could be five to 10 times higher.
There are fears that the new, highly infectious variant is out of control and that many cases are going unreported because of lack of testing, particularly in the vast countryside.
Data from Thyrocare, a chain of private laboratories, appeared to back up those fears, showing that 63.5 per cent of people tested positive for Covid-19 antibodies on average over the last seven days, up from 45 per cent a month ago.
The data from 25 states included individuals who were infected in the past, vaccinated, uninfected and those who had not been vaccinated, the company's chief executive Arokiaswamy Velumani said on Twitter.
Modi's popularity
Daily testing hit a record 2 million on Tuesday (18), figures from the state-run Indian Council of Medical Research showed.
India performed 224 tests for every 1,000 of its population in a single day this month, according to estimates by research firm GlobalData. This compared with 1,307 tests per 1,000 of population in the United States on the same day, the firm said.
Meanwhile, prime minister Narendra Modi's popularity has fallen to 63 per cent, its lowest since US data intelligence firm Morning Consult began tracking it in 2019, amid criticism of his government's handling of the pandemic.
In the last few weeks due to the surge in cases, hospitals have had to turn patients away while mortuaries and crematoriums have been unable to cope with bodies piling up.
Photographs and television images of funeral pyres burning in parking lots and corpses washing up on the banks of the Ganges river have fuelled impatience with the government's handling of the crisis.
India is the world's largest vaccine maker, but criticism has also mounted over a slow vaccination campaign, plagued by a lack of supplies.
The government said about 98 per cent of the population of 1.3 billion remained susceptible to infections.
India halted vaccine exports a month ago after donating or selling more than 66 million doses, and government sources told Reuters it was unlikely to resume major exports of vaccines until at least October, as it prioritises domestic needs.
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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