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 saw a record single-day jump of 9,851 Covid-19 cases and 273 deaths on Friday (5), pushing the nationwide infection tally to 2,26,770 and the death toll to 6,348, according to the health ministry.
India stood seventh among the nations worst hit by the Covid-19 pandemic after the US, Brazil, Russia, the UK, Spain and Italy. The number of active Covid-19 cases stood at 1,10,960 while 1,09,461 people have recovered and one patient has migrated, the ministry said. The total confirmed cases includes foreigners.
Of the 273 deaths reported since Thursday (4) morning, 123 were in Maharashtra, 44 in Delhi, 33 in Gujarat, 16 in Uttar Pradesh, 12 in Tamil Nadu, 10 in West Bengal, six each in Telangana and Madhya Pradesh, four each in Karnataka, Bihar and Rajasthan, three each in Andhra Pradesh and Kerala, two in Uttarakhand and one each in Jammu and Kashmir, Haryana and Jharkhand.
Of the total 6,348 fatalities, Maharashtra tops tally with 2,710 deaths followed by Gujarat with 1,155 deaths, Delhi with 650, Madhya Pradesh with 377, West Bengal with 355, Uttar Pradesh with 245, Tamil Nadu with 220, Rajasthan with 213,, Telangana with 105 and Andhra Pradesh with 71 deaths.
The death toll reached 57 in Karnataka and 47 in Punjab. Jammu and Kashmir has reported 35 fatalities due to the disease, Bihar has 29, Haryana has 24 deaths, Kerala has 14, Uttarakhand has 10, Odisha has seven and Jharkhand has reported six deaths so far.
Himachal Pradesh and Chandigarh have registered five Covid-19 fatalities each, Assam has recorded four deaths while Chhattisgarh has reported two deaths so far. Meghalaya and Ladakh have reported one Covid-19 fatality each, according to the ministry data.
The highest number of confirmed cases in the country are from Maharashtra at 77,793, followed by Tamil Nadu at 27, 256, Delhi at 25,004, Gujarat at 18,584, Rajasthan at 9,862, Uttar Pradesh at 9,237 and Madhya Pradesh at 8,762.
The number of Covid-19 cases has gone up to 6,876 in West Bengal, 4,493 in Bihar, 4,320 in Karnataka and 4,223 in Andhra Pradesh. It has risen to 3,281 in Haryana, 3,147 in Telangana, 3,142 in Jammu and Kashmir and 2,478 in Odisha.
Punjab has reported 2,415 coronavirus cases so far while Assam has 1,988 cases. A total of 1,588 people have been infected with the virus in Kerala and 1,153 in Uttarakhand. Jharkhand has registered 793 cases, Chhattisgarh has 756, Tripura has 644, Himachal Pradesh has 383, Chandigarh has 301 cases, Manipur has 124, Goa has 166 and Ladakh has 90 cases.
Puducherry has 82 Covid-19 cases, Nagaland has 80, Arunachal Pradesh has 42 while Andaman and Nicobar Islands and Meghalaya have registered 33 infections each. Mizoram has reported 17 cases, Dadar and Nagar Haveli has 12 cases while Sikkim has reported two cases till now.
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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