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's total Covid-19 cases passed 18 million on Thursday (29) after another world record number of daily infections, as gravediggers worked around the clock to bury victims and hundreds more were cremated in makeshift pyres in parks and parking lots.
India reported 379,257 new infections and 3,645 new deaths on Thursday, health ministry data show for its highest number of deaths in a single day since the start of the pandemic.
The world's second most populous nation is in deep crisis, with its hospitals and morgues overwhelmed as healthcare professionals struggle to cope with streams of patients.
Mumbai gravedigger Sayyed Munir Kamruddin said he and his colleagues were working non-stop to bury victims.
Each day, thousands of Indians search frantically for hospital beds and life-saving oxygen for sick relatives, using social media apps and personal contacts. Hospital beds that become available, especially in intensive care units, are snapped up in minutes.
"The ferocity of the second wave took everyone by surprise," K. VijayRaghavan, principal scientific adviser to the government, was quoted as saying in the Indian Express newspaper.
India's military has begun moving key supplies, such as oxygen canisters, across the nation and will open its healthcare facilities to civilians.
Hotels and railway coaches have been converted into critical care facilities to make up for the shortage of hospital beds.
India's best hope to curb the second deadly wave was to vaccinate its vast population, said experts, and on Wednesday (28) it opened registration for all above the age of 18 to receive shots from Saturday (1).
But although it is the world's biggest producer of vaccines, India does not have the stocks for the estimated 800 million now eligible.
Many who tried to sign up for vaccination said they failed, complaining on social media of being unable to get a slot or even to simply get on the website, as it repeatedly crashed.
"Statistics indicate that far from crashing or performing slowly, the system is performing without any glitches," the government said on Wednesday.
More than 8 million people had registered, it said, but it was not immediately clear how many had got slots.
Number of deaths may be higher
Only about 9 per cent of India's population of about 1.4 billion has received a dose since the campaign began in January, first with health workers and then the elderly.
While the second wave of infections overwhelmed the health system, the official death rate is below that of Brazil and the US, however.
India has reported 147.2 deaths per million of population, the Reuters global Covid-19 tracker shows, a much lower share than Brazil and the US, which reported corresponding figures of 1,800 and 1,700 respectively.
However, medical experts believe India's true Covid-19 numbers may be five to 10 times greater than the official tally.
At Delhi's Holy Family Hospital, patients continued to arrive in ambulances and private vehicles, some gasping for air as their oxygen cylinders ran out. In the intensive care unit (ICU), patients lay on trolleys between beds.
"Someone that should be in the ICU is being treated in the wards," Dr Sumit Ray, the head of the unit, told Reuters.
The US state department issued a travel advisory on Wednesday against travel to India because of the pandemic and advised its citizens to leave the country.
Prime minister Narendra Modi has been criticised for allowing massive political rallies and religious festivals which have been super spreader events in recent weeks.
Global aid
India expects close to 550 oxygen generating plants to come in from all over the world as medical aid starts pouring in, foreign secretary Harsh Vardhan Shringla said on Thursday.
Two airplanes from Russia, carrying 20 oxygen concentrators, 75 ventilators, 150 bedside monitors, and 22 metric tonnes of medicine, have arrived in the capital.
The US is sending supplies worth more than $100 million, including 1,000 oxygen cylinders, 15 million N95 masks and 1 million rapid diagnostic tests, the White House said in a statement.
The supplies will begin arriving on Thursday, it added.
The US also has redirected its own order of AstraZeneca manufacturing supplies to India, to allow it to make more than 20 million vaccine doses, the White House said.
India will receive a first batch of Russia's Sputnik V vaccine on May 1. Russia's RDIF sovereign wealth fund, which is marketing Sputnik V globally, has signed deals with five Indian manufacturers for more than 850 million vaccine doses a year.
Neighbouring Bangladesh said it would send about 10,000 vials of injectable anti-viral and oral anti-viral medicines, 30,000 PPE kits, and several thousand mineral and vitamin tablets.
Germany will send 120 ventilators to India on Saturday, followed by a mobile oxygen production facility next week, its defence ministry said.
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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