Late diagnosis of autism among British Indians ‘linked to stigma’
‘More work is needed’ to deal with the problem, say experts
By Nadeem BadshahMay 17, 2023
British Indian children are being diagnosed with autism nearly two years later on average than white British youngsters, according to a new study.
Toddlers of Indian origin in the UK were diagnosed at 68 months, compared to 48 months for their white counterparts.
Researchers also found that British Indian parents became concerned that their child could have autism at 36 months old on average, 14 months later than white Britons, according to the findings shared with Eastern Eye.
The study by Anglia Ruskin University in Cambridge, which is expected to be published soon, said it found the process takes longer for children of Indian heritage to get diagnosed.
It also found that British Indian parents looking after an autistic child scored lower on emotional wellbeing and reported higher stress levels. But they told researchers they had higher perceived emotional support from their spouse with the lower divorce rate cited as among the possible reasons.
Dr Steven Stagg (Pic: Anglia Ruskin University)
Dr Steven Stagg, a senior lecturer in psychology at Anglia Ruskin University who led the study, told Eastern Eye: "The earlier you can get a diagnosis, the better.
"There is more qualitative research needed funding pending. There are very few papers in this area, maybe two papers on minority communities in the UK.
"Often, ethnicity doesn't come up, it is a generalised concept across communities," said Dr Stagg.
The study involved 52 British Indian parents and 120 white British families.
It also found that parents of Indian heritage scored lower for a perceived wider support system from extended family members and the NHS.
On the possible reasons for the later diagnosis in the Indian community, Dr Stagg added: "There is maybe a reluctance to acknowledge a child has a disability. If you have a stigma, a lot of adults in their 50s and 60s would never have had a diagnosis, that would be fascinating research."
The autism specialist believes having more "positive publicity around autism involving people from different communities" in the media would help to tackle the stigma. "You have celebrities who have autism on programmes but rarely from the Indian and black community represented," he added.
British Asians make up roughly four per cent of the UK population. In 2018, two per cent of referrals to the NHS for autism assessments were from this community. While 0.2 per cent of white children receive statements for autism in schools, the figure is 0.07 per cent for those from a south Asian background.
Dr Chris Papadopoulos (Pic: University of Bedfordshire)
The National Autistic Society charity has previously highlighted a lack of research about the experience of people from Black, Asian and minority ethnic (BAME) groups which it said was making it harder for them to get the right tailored support. Dr Chris Papadopoulos, from the University of Bedfordshire, is the lead for the London Autism Group charity.
He told Eastern Eye: "We do need more work on all levels to tackle the stigma of autism that exists and ensure that services are culturally competent.
"A lot of ethnic minority communities carry a high level of misunderstanding of autism, they hide away and conceal the situation because of the stigma.
"The autistic person doesn't get the same opportunity as others. When they do access services, they often feel misunderstood by the professionals they come into contact with, GP or charities."
Autism is not an illness or medical condition, but means your brain works in a different way from other people, the NHS said. Signs include a person finding it hard to communicate and interact with other people and to understand how others think or feel. Also finding bright lights or loud noises overwhelming, stressful or uncomfortable.
Feeling anxious or upset about unfamiliar situations and social events, taking longer to understand information and doing or thinking the same things repeatedly are other possible indicators.
Dr Papadopoulos added: "Charities and any organisation need to get into the local communities where the stigma exists.
"They need to be innovative and clever and get community leaders on side, the people with the biggest voices - you cannot just do general national initiatives."
"Lots of service providers don't know as much as they should know, research has shown this of having a poor understanding of autism and neurodiversity."
Tim Nicholls (Pic: LinkedIn)
A report revealed the widespread discrimination, biases, and lack of resources available for marginalised families with autistic children.
Published in March by the University of Birmingham, the study found that challenges included getting a diagnosis, accessing educational support, challenging illegal exclusions and getting a carer.
Researchers found that 17 per cent of the general school population are on free school meals compared to 28 per cent of autistic children. And rates of exclusion from schools are much higher in pupils with autism, especially for those from minority ethnic communities or on free school meals.
The National Autistic Society recently launched a three-year strategy. It aims to launch specific programmes to increase employment of autistic people from minority and marginalised backgrounds and partner with other groups to run campaigns that reflect the full range of autistic experiences including those from BAME backgrounds.
Tim Nicholls, from the National Autistic Society, said: “Getting an autism diagnosis and the right support are often huge battles and research suggests it can be even harder for many autistic people from minority and marginalised backgrounds.
“We need a better understanding of autism, and the barriers many people face, across every part of our society, including education, health and care professionals.
"It's vital that all autistic people have the support they need."
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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